Building Media Relationships Through Public Relations
A few weeks ago, we had a disappointing interaction with a client. She decided not to move forward with working with us because she didn’t feel comfortable in using public relations to brag about her work. We wished her luck and she moved on, but wanted to explore this topic further, realizing it is a common misconception.
The term has almost become synonymous with companies and celebrities making terrible mistakes and blunders only to clean it all up — or “spin” it — with the help of some crafty “public relations.” The Forum is a San Diego-based marketing agency that promotes brands by effectively connecting them with their target audience. The truth is that PR is not bragging; it’s building media relationships.
What is PR?
So, what is public relations? Let’s start by defining what public relations IS, and then we’ll do some myth-busting as we explore what it is NOT.
When we say PR builds relationships, we are referring to relationships between the brand or company in question and public entities. This can include the media, event planners, investors, executives, social media users, and much more. Every action taken by a PR firm on behalf of its client is weighed — using both data and experience — to gauge the results. For example, utilizing SEO to leverage PR connects brands with authority domains, trusted media publications, and ultimately, their targeted audience.
Public relations is often spoken about in the context of crisis communications. If a celebrity is looking for an image overhaul or a business needs help dealing with bad press, public relations experts work to protect the reputation at risk. If the steps taken to deal with a crisis are dishonest, you can imagine how badly that can damage a brand. It can create a situation from which they cannot recover while also misrepresenting the nature of public relations.
What is NOT PR?
That brings us to what public relations is NOT. PR should not be conflated with advertising; however, it should be noted that the benefits of public relations combined with marketing create an effective strategy to elevate companies. On its own, however, public relations creates earned attention, while paid advertising directs attention and traffic through ad buying.
PR also does not take complete control of a brand's communications simply to “spin” a narrative. Public relations representatives facilitate and streamline a company’s interaction with media. Building media relationships with trustworthy media and industry authority outlets allows for the brand's organic narrative to reach their targeted audience.
And finally, good PR cannot be obtained by throwing money at a problem. Outsourcing communication for the sake of controlling a brand's narrative can do more harm than good. A trustworthy reputation is earned. The proof is in the work, not in the dollar amount spent by a client.
PR is Good Storytelling
The best media relations services are excellent storytellers, but that doesn’t necessarily mean they’re telling lies about a brand. They love nothing more than to share the exciting things happening at your business with the right people. And they know how to get them to listen.
We love telling a good story. And no, we won’t brag. Drop us a line to get in touch!