Are you harnessing it properly?
When I was in college, the one thing I could count on during PR class was hearing the phrase “mutually beneficial relationships”. I have heard it so many times that it ricochets around inside my head, like a rubber ball down a corridor.
The phrase used to wander into my articles from time to time, but now I consciously try not to allow it into my copy. It’s played-out, and besides, public relations is more than just “beneficial relationships”.
The depth of PR
The internet has made public relationships incredibly public. Audiences can be communicated with directly, through email, blogs, audio, video, social media or whichever medium resonates with them.
Because of this, public relations doesn’t have to appear as stuffy as it has in the past. For example, if you are speaking with your publics (your audience) via social networks, you don’t have to give them the information through a traditional press release. Make sure they get all the pertinent information like the
“who, what, where, when and why”, but don’t treat them as if they are the media. They aren’t, and the time you put towards showing your desire to have a personal relationship with them, the more likely you are to forge that bond.
What’s different with public relations now?
The expansion of internet mediums and their ability to connect audiences has changed the way public relations is viewed. I have talked to and worked with PR professionals from the old school of thought. Their suggestions were always the same: “Focus on the media”.
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I cannot dispute the value of the media, but I can simply state that a focus on the media isn’t really public relations. Media Relations is the focus of getting news outlets to report on your event or company. It may involve getting information to the public, but it doesn’t work directly with them. Therefore, “focusing on the media” isn’t a component of true public relations.
And with the immense opportunities found on the internet, I find it hard to even say media relations is as important as public relations anymore. Many of you may disagree (and if you do, please share your insight on our blog), but think about the validity behind each. If you are correctly working a true public relations campaign, you will be reaching your audience to some extent. If you try and receive coverage with the media, you may be doing nothing more than wasting your time if they refuse your requests.
Especially now, with the current state of the print industry, it’s hard to receive coverage. I recall being involved in a pitch to a regional, east coast newspaper about a year and a half ago. The editor said they would be happy to give us coverage on an event, but only if we decided to purchase advertising space in that issue. Even now, that conversation leaves a bad taste in my mouth.
My advice for public relations nowadays is to find your audience, engage them and show them you sincerely want to build a lasting relationship with them. Offer free content incentives to them and be sure to start the conversations on a regular basis. While working on building your audience, I’d suggest sending press releases to online distribution sites that are catered to journalists.
A number of free distribution sites can be utilized. Below are my three favorites.
-Press Release Point
-PR Log
-BigNew.biz
More ways of utilizing your content
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