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The Public Relations Blog

Jacob McKimm

Jacob McKimm Jacob McKimm earned an integrated communications degree from Florida State College at Jacksonville in Jacksonville, Fla. Jacob has been with Axia since August 2015. Read Jacob's recent blog posts below.

Recent Posts:

Make your public relations creation process fun

Add some fun to your public relations process for better results


The world of public relations can be seen as a humorless bore to those unfamiliar with it. With how important a company’s reputation is, sending out humorous PR material and having fun at work are bad ideas, right? Wrong.


As we stated earlier, public relations can be humorous. In fact, including humor in the public relations materials you produce can be very effective if done correctly and appropriately.


Fun and humor aren’t just for the materials you produce. They can also be used in the creative process to great effect.

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Topics: PR tips, internal communications

The value of being honest in internal communications

Honesty is certainly the best policy when communicating within your company


Public relations is all about honesty. If you’re honest, you can build customer trust and accurately tell a company’s story. However, lying can destroy a reputation in an instant. A lie might sound good at first, but it can come back to ruin your public relations regardless of when the lie is discovered.


However, honesty isn’t just important when doing public relations; it’s also important for your internal communications as well.

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Topics: corporate communications, internal communications

Make your website friendly for those with disabilities

A website that’s accessible to those with disabilities will get more customers


Ever since the Americans with Disabilities Act (ADA) was passed in 1990, those with disabilities have been able to go places they were previously unable to, opening up many opportunities. While the main focus on ADA has been on physical locations, it’s also important to have websites that are easily accessible to those with disabilities.

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Topics: web design & development, owned media, web media

Why You Should Join Professional Associations

Professional associations can be a huge help to your personal development and your company


Things are going well for your company; you’re getting clients and making money. But have you started networking?

Are you connecting with others in your industry? If not, your company might be stagnating, and you don’t even know it.


Why? If you’re not networking, you’re not building relationships with others in your field, which increases your risk of falling behind on the latest trends and new techniques. Not networking also limits the avenues in which you can improve yourself.

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Topics: PR tips

Add some humor to your PR efforts

Put a smile on people’s faces with public relations content.


Tell me if you haven’t heard this one before: Public relations is a humorless industry that always must have 100% serious content.

Okay, you gotta admit that’s a pretty lame joke. Public relations has changed; it’s no longer the world of very serious content. Jokes and humor in your public relations content are becoming more and more common. If you’re not adding some humor to your public relations, then you’re missing out.

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Topics: owned media

KPIs and goal compensation can be promised parts of PR

Previously, we’ve covered that you cannot guarantee earned media coverage. Anyone that attempts to offer you guaranteed results for public relations, much less guaranteed earned media coverage, is someone you don’t want to work with as a client since there are no guarantees in public relations. But, is there something you, as the client, can offer as a guarantee?

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Topics: PR tips

Can you get guaranteed earned media coverage?

Is it possible to guarantee your story will get covered in earned media?


One key aspect of public relations is getting your story told in the media. This is called earned media, and it’s the one thing everyone wants from public relations plans. However, getting an earned media story is a long process that requires successful pitching, finding the right journalist(s) to pitch to, and allowing them to transform your story into theirs. The reward is well worth it, but the process is difficult.

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Topics: media relations, earned media, news media

Beware of an obsession with media appearances

An addiction to appearing in the media can throw your public relations efforts into disarray.


Everyone loves media appearances. Heck, one of the goals of public relations is to get your company in the media via positive appearances to increase awareness of your company or brand. Getting positive media appearances is never a bad thing, right? Not always.

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Topics: media relations, earned media, news media

The importance of data in public relations

Use data to prove the effectiveness of your public relations work.


Traditionally, some people believe it’s difficult to prove how successful a PR campaign is due to a lack of hard data showing how well the campaign worked. However, times have changed. With modern measurement techniques, PR campaigns now have data to back up claims about how successful a PR campaign was.


Data gathered from a PR campaign is vital to any public relations plan. It shows the proof of value for public relations efforts. Hard data lets you, your clients, and other departments visualize what worked and what didn’t. if someone higher up in your company asks for proof for how effective a PR campaign is, data will give them exactly what they want.

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Topics: measurement

Three scenarios where scheduled social media content isn’t the best idea

Changing your scheduled content can be best for your online PR plans 


Social media has given unprecedented power for companies to communicate directly with consumers. 


One way to fully take advantage of social media is to use scheduling features to have your content scheduled ahead of time. However, scheduling content ahead of time isn’t a panacea for how your company handles social media. Sometimes, you’ll have to cancel your scheduled content due to various situations that come up or risk immediate problems or missed opportunities. These situations can be either good or bad. 


So what situations should you cancel scheduled social media content for? There are three:

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Topics: online public relations, shared media, social media

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