With public relations,
you’re taking steps to earn positive exposure.
When you do something noteworthy, news organizations will frequently cover it. But only if they’re aware that you’re doing something newsworthy. That’s where media relations, a major element of public relations, is so important.
When you see an interesting story about a new product, do you think a reporter just happened to stop in when the product was being created? Not usually. Most of the time a public relations person has contacted a reporter, described the product’s attributes and then let the reporter do his or her story.
There’s probably news all over your company, and it doesn’t have to be as major as a new product. It could be a new hire. Receiving an award. Reaching a milestone. Doing something special to help a charity.
When your company does something well, and you take the proper steps to share this with journalists, the result is often widespread exposure that appears as news instead of as a paid ad.
Public relations and advertising, used individually or in combination, are very effective when they’re done right.
