Tweet

Newspaper problems doesn't limit value of public relations

Written by: Michael Kleiner

Article Overview: While the closing, altering and economic struggles of newspapers is an ominous sign for the media, it puts public relations in a difficult situation. To whom do we pitch? In this article, veteran PR professional Michael Kleiner opines that this doesn't have to be the case and there is still value in and need for public relations. We must harness skills to pitch in the Internet and technological age. In fact public relations may be in a better situation than advertising to do this.

Newspaper problems doesn't limit value of public relations

This is an optimistic and worrisome time for public relations practitioners. The economical downturn is affecting every industry. Usually, the first jobs cut are in public relations and marketing, which is ironic. If you want your company to remain a viable entity, why shoot the messenger? In bad economic times, businesses, in theory, will look toward hiring independent practitioners because it is more cost effective. Yet, PR firms are cutting staff and even major newspapers are in financial trouble, with some going completely digital. PR is dependent on media relations. How is this going to change how we promote our clients? Nothing like enjoying your breakfast reading your computer.

PR may be better positioned to weather the current storm. For one, there are still reporters at the e-version of the paper (s). Technology has created a revolution in the industry. Information about media outlets and reporters are now in online databases, some of which are updated daily. Plugging in keywords will generate a list of targeted publications with reporters names who cover your beat, with telephone number, fax number, e-mail and their preference for receiving press releases. These targeted lists can run into the hundreds of names. Some of these sites will distribute the release. You can use e-mail marketing services where you can design a press release with photos that the press can download, personalize the pitch and send an e-mail blast to hundreds of reporters at the same time. Alter the release slightly for different audiences and create a different list. You can even schedule a distribution date.

The explosion of blogs, podcasts and social network sites like LinkedIn, Facebook, Twitter, and YouTube has created additional news possibilities. The public relations industry is studying how to best utilize these sites to get clients’ messages to the right audience. Reporters surf the Internet to find stories and sources. Subscribers to blogs are notified when a new story has been posted. Reporters are writing blogs. The FAX was a revolution in the immediacy of news 20 years ago and is now passé with e-mail, cell phones, text messaging, smart phones, Blackberrys. If you look at a media web site, you don’t see yesterday’s news, but 20 minutes ago.

There has always been a debate of advertising vs. public relations as the best means of promotion. There is a time and place for advertising. Advertising strategies are the numbers of placements build recognition and “guaranteeing that the publication has a long shelf life.” Those placements cost the client money. Depending on the publications, the cost can run thousands of dollars, forcing clients to decide which publications can give them the biggest bang for the buck. In public relations, there aren’t those decisions because a press release can be sent to as many publications as you desire or find. In the current economy, which option is cost effective?

How many times has someone said “I saw that great ad about you in the paper?” as opposed to “I saw that great article in the paper about you.”? When you walk into a store, are there articles about the business on the wall or the ads they placed? How many programs wind up in the trash before people reach their car?

Related Articles
  Advertising and Public Relations
  Effectively Marketing Medicine
  What To Do When Public Relations Fails
  Is Your PR Firm Right For You?
  A PR CONCEPT BORN OUT OF THE RECESSION!

Article Tags: additional news, audiences, digital pr, downturn, e mail marketing, economic times, explosion, fax number, financial trouble, independent practitioners, marketing services, media outlets, media relations, online databases, pr firms, public relations industry, public relations practitioners, twitter, viable entity, youtube



Related Forum Posts
Re: Readers, Money or SEO? Which comes first? - Hi Chris, Yes, I agree that a good public relations start with a great product. What in specific did you do to get mainstream press coverage in the past? Jeff
Re: Paypal process $315 million in payments per day. - I agree with you David, their Customer relations suck. This mean other payment systems like 2CO and WORLDPAY should work on their customers relations to take more slice of the market.
New member here to help! - Hello everyone! My name is Steven and I am from Texas. I started my own Time Trial racing series called the Chrono-X. (i.e. a competitive race in the automotive industry) Here's a little info about me: Graduated from Mcoy Business School, degree in management with an entrepreneurial focus covering marketing, finance, economics, public relations, and business plan development. Before switching to business I majored in graphics design and 3d animation. I also have had jobs where I was trained in digital portrait retouching, mailer card designs, photo album layout design, and graphical arts. More recently I was trained in next generation graphics design and advertising arts. I also do website design and have a few websites out there of my own. I currently am the VP of Marketing in charge of promotions, collateral material, and public relations at Harris Hill Road. In my last job, I was trained in website traffic generation and promotion. I am currently working on a new type of business plan for the future, one that gets the information across quickly, efficiently, and without pain. I'm working on getting it official by the end of 2010. BLAH BLAH! I know, I'm not trying to make anyone fall asleep but I didn't think you would read the whole thing anyway! So ask me any questions, I'd love to try and help with anything! I also love to photoshop stuff for fun, so if you have anything you want help with let me know!
Which type of job as volunteers? - In North America volunteers seem to be common. If you have volunteers in your company, which type of job would you give to a volunteer or did you give? For example, accounts, personnel dept. staffs, planning dept. staffs, public relations dept. staffs, receptionists, sales staffs, technical experts and so on.
Re: ANA Survey Says ... - [quote="GT Bulmer":3tfz6j3x]Which discipline will offer your brand the largest opportunity for growth? - 28% Social media integration - 19% Grassroots, viral public relations - 17% Traditional 30-second spots - 16% Web advertising - 7% One-page ads, newspaper/magazine - 7% Direct marketing - 5% Radio[/quote:3tfz6j3x] Hi GT, Interesting info you've presented! But what exactly is "Social Media Integration"?


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

How to Develop Your Powers of Thought.

What is Give Back Marketing?

Emotional Intelligence in Business

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.