|Posted on February 27, 2016 at 2:20 PM|
In over 12 years of practicing public relations, I've sometimes come across people who view public relations / corporate communications in much the same way as advertising. They expect to see instant results.
When you place an ad you know when and where it will appear. In fact, you will even be able to pick the dates or length of time you would like the ad to run. You'll also know exactly what size it will be.
With public relations, you won't know exactly when and where it will appear (initially) and you won't know how long any resulting article might be.
Public Relations is about investment. Investment of time, building relationships and building trust. Professionals in the communication field help to manage these investments on behalf of their clients.
Reporters need to know that you are a reliable resource. They need story ideas from you that are targeted towards the audience of their particular publication/media outlet. PR professionals work to ensure that these requirements are met through keeping media contacts cross numerous industries.
At times, there will be a lot of back and forth with reporters to work out the details of stories. It might take a few weeks, or even a few months, to nurse the story to eventual publication. There may be a number of angles that need to be covered. Different publications might look at the story from a different viewpoint or be interested in different aspects of the story.
The payoff in all of this is that articles published by local, regional and national media outlets will convey a lot more information about your product, service or organization. Not only will it re-enforce the marketing efforts already undertaken, it will create a buzz and provide credibility that marketing alone simply cannot provide.
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