- Posted by Dave Chartock
- On February 26, 2016
- 0 Comments
- business strategy, marketing, marketing and public relations, media, media relations, news coverage, Public Relations, publicity, securing coverage
The “when” and “how” to use public relations correctly depends on your objectives and goals as a client.
First, working with The Attitude Group team, we will discuss your needs and cost-effective ways to accomplish them. For example, if you seek awareness of your company, public relations using The Attitude Group’s social media experts can target specific audiences you wish to reach.
Digital public relations are a proven cost-effective marketing tool that can result in company or individual awareness, an increased awareness of a product or service, or increased sales as well as a maintenance of you, your product or service or company in the digital world.
Digital public relations include how to target and tag your message, how to tailor (write) your content, and where and how (which platforms) that best meet your needs.
The Attitude Group has a team ready to do this (not to mention more than a decade of experience) for you. Why? Because your success is our success.
In addition to digital public relations, there is “traditional” public relations. Traditional public relations involve creation of press releases about a specific issue, accomplishment or product or service for which you seek media coverage. Whether or not the media “picks up” on a press release, through media outreach, it still gets into the mindset of the media contacts to whom the release is targeted. Many have viewed media coverage as a form of “free advertising,” and have therefore deemed it cost-effective. Actually, public and media relations augments advertising, especially when you want to create a brand, rebrand a company, product or individual.
In addition to having a press release, public relations involve media outreach – building relationships with our media contacts on your behalf, pitching them so that if they are writing an article, they can interview you and include your comments as part of an overall article on a specific topic, or, to determine their editorial needs and find out how you, your company, product or service can fit into them.
Sometimes it’s only a few paragraphs in an article, sometimes it’s an article on companies, products and/or services being addressed in a planned article, or sometimes it can be an article on you, your company, product or service.
For one of our clients, we did just that. We got one journalist to interview one of our client’s executives for an overall article on a specific topic. We also secured coverage for this same client in the form of a Letter to the Editor for another prominent business publication. In this instance, the letter to the editor worked as well as getting a message a ross as a full article generated by a press release.
When to use public relations is based on the client’s needs, how it is being used in conjunction with other marketing tools such as social media management and advertising, and the mature of the public relations effort.
For example, crisis management and reputation management as well as branding and rebranding are situations in which media outreach using public relations and social media management are key to getting a positive message out.
Public relations can also be used effectively for startups, promoting a new hire, management changes, individual and corporate achievements, new products and services, and corporate responsibility.
But the bottom line is this: public relations should be used to help create and maintain an awareness of you, your company, product and/or services and to promote your business so it can grow and help make you and your business the success you want it to be.