Public Affairs & Government Relations
Making sense of public relations, press releases, and social media
Public relations (PR) is a year-round continual effort where momentum is built. News is still news, whether it’s in a press release or a posting on a brand's Facebook page - the principle is the same, but the approach differs. The way press releases are distributed is changing rapidly. There is a bigger attention on the way you create a relationship with the journalist prior to pitching a story, so we can say cold calling is dying, but the press release itself is very much alive. The media landscape is far too complex and changing for one way messages based on outdated media databases. The social media exchange has made it possible for communicators and journalists to communicate and exchange information and knowledge with each others, in an amazing way utilizing new technology. Embrace the technology and use it to your advantage.
Public Relations and Communications Strategies
Most people think PR means generating publicity, and, in turn, sending press releases. There's nothing wrong with this model, but it’s a narrow definition of PR—and it limits the results or exposure you could be getting.
Understanding the media
At the core, public relations is all about strategy. It's about strategy pertaining to managing your image and reputation. For example:
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At the core, public relations is all about strategy. It's about strategy pertaining to managing your image and reputation. For example:
- What you say about your company, products, or services
- What your employees say about your company, products, or services
- What your customers/prospective customers say
- How all of these people perceive or feel about your company, product, or services
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While publicity is a big part of public relations and news releases are a viable tactic, there’s so much more to PR.
A good strategy contains a good marketing mix of traditional and social media.
A good strategy contains a good marketing mix of traditional and social media.
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