Public Relations is a communications function that has been grossly misunderstood throughout the centuries. PR is not just about shaking hands and smiling at events while chatting up a storm about a client. PR is the process that creates and delivers a strategic message to the media, who in turn deliver it to the public. PR falls under the umbrella of Intergated Marketing Communications, and therefore plays a vital role in traditional marketing campaigns.
From PR strategic planning, press kit development, to pitching media and follow-up, this marketing function has the power to make or break a brand.
For public relations to work, it needs to be planned thoroughly and executed carefully. Messages in press releases, media announcements, newsletters, web copy, and article placement (even your Facebook status updates) must all work in unisen to communicate strategically your business.
Consistency is key in PR practice and the results can be tremendous: if traditional media is the bread, PR is the knife that spreads the butter.
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2 comments:
It seems to me the process of managing the message starts to take on some element of risk when attempting to do it in a social media context. Once people start to interact with one another, you never know the direction it will take, whether people will remain civil, whether tempers will flare, and if you'll be able to put out the fire should one start. I'm not suggesting one should avoid the social media alternative, just simply that it comes with the potential of being a double-edged sword, more so than traditional PR.
I agree with this post; social media have taken PR to a whole new level, but traditional components must remain for a holistic strategic campaign
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