Newspaper problems doesn't limit value of public relations
Newspaper problems doesn't limit value of public relations
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?
Newspaper problems doesnt limit value of public relations - To learn more about this author, visit Michael Kleiner's Website.
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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?
Newspaper problems doesnt limit value of public relations - To learn more about this author, visit Michael Kleiner's Website.
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