Public relations and the media industry share a complex and somewhat interdependent relationship.
public relations and media
On the other hand, the media looks to public relations for interesting stories. With the growing media industry and more and more newspapers and publications, the media rely on the public relations industry to fill their pages with exciting news.
building stories
The foundation for building a solid relationship with the media is research. Public relations professionals must understand the needs of their clients and communicate with the right outlets that can successfully deliver them.
The strength of public relations lies in finding the most interesting and compelling stories about the company and using effective storytelling skills to spread a positive perspective about the company. Public relations professionals must be constantly aware of breaking news and the latest topics. Somehow they must try to connect the client’s message with the news to turn it into a compelling and engaging story. For example, if the next month is dedicated to cancer awareness, you might allow one of your hospital’s doctors to participate in a national talk show.
Once the PR has newsworthy stories, the next step is to contact the relevant broadcasters and journalists.
Media Relations
Finding the right person who is interested in your story is crucial. Otherwise, you’ll be knocking on the wrong person’s door and wasting all their effort and time.
An effective pitch is the first step in contacting the media. If your presentation is valuable, it may be the beginning of a strong relationship with the media. So make sure you’re contacting the right person and the information you’d like to work with.
Once the initial communication has been made, it is important to make an ongoing effort to strengthen ties with the media.
PR and Internet
In recent years, public relations is constantly aware of the power of the Internet. Since conversations happen on social networks every second, it is important for the public relations industry to control what is said about its clients in the Internet sphere.
The internet is ruled by bloggers, online broadcasters, relevant sites and influencers. It is crucial for the public relations industry to maintain a cordial relationship with these parties. Through the medium of the Internet, public relations can spread their message through viral marketing.
Unlike traditional media, the Internet is somewhat of a two-way communication channel. When a public relations professional uses the Internet to submit articles and blogs, she must respond quickly to feedback, comments, and feedback from the audience.
With honest and ongoing communication, public relations and the media industry can build a mutually beneficial relationship.
