The Public Relations Blog

Lisa Goldsberry

Lisa Goldsberry Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Lisa has worked for Axia Public Relations since December 2013. Learn more about Lisa Goldsberry. Read Lisa's recent blog posts below.



Recent Posts:

How to win in the game of media relations

Be the company that journalists want on their team to gain positive news coverage

You want to increase media coverage for your company, yet you’re afraid or reluctant to share specific details, such as sales, revenue, contract value, client names, costs, etc. Your fear is understandable, as you have to worry about maintaining an edge over your competitors and keeping control of your information. The media experts at Axia Public Relations have some sage advice for dealing with this conundrum: Get over it.

In every relationship, there has to be give and take, and media relations is no exception. If you want your company to receive great media coverage, you have to share. Cooperating with journalists is crucial for the success of your brand.

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Topics: Media Relations, Public Relations, Featured, PR Tips

Don’t take it personally when your news interview gets bumped

Recently, one of our clients made an impromptu business trip to do a news interview. Our client was the top expert on the subject of the interview, and this was an opportunity for him to be the spokesperson for a major news story. The interview went well, however, the reporter ultimately decided not to use it in the piece. This was quite a bummer – and a reminder that the news business is fickle and you shouldn’t take things personally when dealing with journalists.

A successful media interview provides a huge boost to your company’s reputation and brand. It’s a way to get your name in front of your target audience as a thought-leader in your field. You’re adding value to consumers’ lives without trying to sell your product. With so much at stake, it’s quite a letdown when things don’t go as expected or your interview gets dropped. Instead of vowing to never do another interview, learn why interviews sometimes get cut, how to handle it and why it may be an advantage in disguise.

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Topics: Media Relations, Public Relations, Featured

Top 5 avoidable PR goofs of 2017

It seems some companies never learn. They continue to create situations that become public relations disasters. No company is perfect, and we all goof up from time to time. The trick is to learn from your mistakes. Even better, learn from the mistakes of others to avoid making them in the first place. This year’s list of avoidable PR goofs, in no particular order, should be enough to keep your company out of trouble for a long time.

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Topics: Public Relations, Featured, PR Tips

Do you know the difference between PR and marketing?

Why the distinctions matter to your company and bottom line

In some companies, public relations and marketing share the same space, with their goals and functions used interchangeably. At other companies, they’re separate, with different reporting structures and a constant battle for budget dollars between the two. Some organizations have one function reporting to the other. How does your company handle these disciplines and, more importantly, are you using them correctly?

This was just one of the topics at the USC Annenberg School for Communication and Journalism’s highly anticipated 2017 Global Communications Study. How we structure and utilize PR and marketing is a major issue facing the PR industry and one your company must tackle to ensure you’re getting the maximum benefit and profitability.

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Topics: Public Relations, Featured, PR Tips

Understanding designated market area (DMA) and how it impacts your company

Learn why the location of your company and customers mean so much for your visibility and brand position

When discussing media buys or target audience, your marketing team or public relations agency probably throws around terms like media region anddesignated market area (DMA). What do these things really mean for your business and bottom line? Understanding vital terms helps you make smarter, more informed decisions about what’s best for your business.

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Topics: Media Relations, Public Relations, Featured, Media

3 lessons your company can learn from the Aflac crisis

Use PR to avoid, endure and outlast whatever trouble strikes your company

A public relations crisis can happen to any company of any size at any time. Sometimes, they happen quickly, like the scandalous retirement of the CEO or inappropriate comments made by a top executive. Others develop slowly, like disgruntled employees whose behavior eventually begins to affect customer service.

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Topics: Public Relations, Featured, Crisis PR, Crisis Communications

Are you writing news releases for your target audience or for your company’s leadership?

8 tips for creating a news release that will result in numerous media placements and boost your exposure 

It’s a problem public relations professionals encounter all the time. They write a news release based on what media and target audiences want to see. Then, the CEO or another C-suite executive reviews the release and adds long quotes and several paragraphs of company information to appease partners or other stakeholders. This is a huge (and common) mistake. If this scenario sounds familiar to you, think about whom you want reading your news release. Who is your intended audience and what do they want to know?

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Topics: Media Relations, Public Relations, Featured, News Release

More than words: Why you need a content management strategy


5 steps to help you do more with your vision, ideas and documents using PR 

In your business, you produce tons of content. News releases, articles, newsletters, photos, speeches, reports and financial statements are necessary to tell your story and generate leads. Now, what do you do with it all?

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Topics: Featured, Social Media, Content Management, Public Companies

Got a brick-and-mortar business? Use public relations to bring more customers to your door

6 strategies to increase visibility, traffic and profits

These days it seems like people only want to talk about online businesses and the next big dot-com billionaire. Traditional brick-and-mortar businesses don’t get as much respect and attention anymore. You can use public relations to change all that. 

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Topics: Public Relations, Featured, Retail

3 public relations programs that may change the way you do business forever

Discover how an integrated approach can contribute to your success 

Many companies have a limited vision of the function of public relations. They use it chiefly for writing news releases for media coverage or spinning information to get them out of trouble. You should know that the field of PR is expanding and gaining in importance. If you’re not using it to its full potential, your company is missing out on key opportunities for growth, visibility and profits.

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Topics: Public Relations, Featured, Content Management

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