The Public Relations Blog

Get maximum effect from your press releases by hiring a PR firm

All writing is not created equal. Even if you’re accustomed to writing articles for your newsletter, copy for your website or information for your annual report, it’s not the same as writing press releases for the media.

Many companies make the mistake of selecting any employee who can write to handle their press releases. Think of it this way: Even the country’s best-selling authors hire PR professionals to write their press releases and other promotional materials for them. It may be something you should consider, as well. 

While the tumultuous Sony waters continue to swirl, public relations professionals stand on the shore, attempting to discern how a behemoth corporation like Sony could have allowed so many PR flubs to occur – seemingly overnight. The most obvious question is whether or not Sony Pictures is so full of its arrogant Hollywood ego that it believes itself safe from attack and its employees absolutely protected from public scrutiny.

With the landscape of communications becoming more focused on social media and less on traditional media disciplines, there is little doubt that the future of public relations will continue to transform and evolve. Axia PR put together a list of its top predictions for the direction public relations will take in 2015.

Axia Public Relations Offers Four Guidelines

When consumers complain on social media, should a company apologize or seek a different solution instead? In an era of highly social, media-driven communication, it seems like every organization is on high alert in preparation for the uncomfortable, dissatisfied vocal minority. But the thing is, you just can't please everyone. Companies recognize that social media opens up a virtual world in which anyone can speak his or her mind — and do so anonymously. That creates fear that often drives the urge for organizations to apologize, sometimes when it isn't really warranted.

No business wants to deal with a PR crisis. In today’s instant-news world, a mistake or blunder can swiftly tarnish a hard-earned, respected reputation. In 2014, there was no shortage of PR gaffes, and most were avoidable. Axia Public Relations developed a list of the top 2014 preventable PR disasters that prove that even the largest, most well known corporations are not goof-proof.

A common theme in this year’s list of major PR goofs is the mishandling of social media. Three major players: DiGiorno, a subsidiary of Nestlé, Oreo, owned by Nabisco, and transportation leader DHL all bungled their use of social networking service Twitter in 2014. By using less-than-savvy tactics and little forethought, all three corporations outraged consumers with insensitive and outrageous tweets. The takeaway: Because of the instantaneous and widespread nature of social media, it is critical that companies use extreme care when posting to social media outlets.

Let PR help you lay a foundation for this crucial enterprise

Take a moment to think about the products and services you love. Now, ask yourself why you love them, why you’re loyal to them and what you know about them.

Most likely, the names that came to mind are those you’ve used for a long time, that have a good track record for customer service and that add something to your life. All of these things are related to branding, and those companies have worked hard to develop a positive perception of their products for target audiences. You can do the same for your company if you know and understand the principles of branding.

Learn more about what to look for to make smart decisions concerning PR expertise

So, you want to increase your positive news coverage, improve your reputation and be sure that you’re ready for any crisis. It sounds like you’re ready to get assistance from a PR firm. But not so fast: Deciding to hire a PR agency can be a big step.

However, before any work can begin, a contract has to be approved and signed. This part of the process can be scary, but it doesn’t have to be when you know the facts.

Give your news maximum reach with newswires

When you’re ready to hire a PR firm, it’s often for increased news exposure or earned media coverage.

Many PR terms and phrases are tossed around, sometimes incorrectly, and it can easily get confusing. It’s important to understand the purpose and differences between various newswires and how they can help you achieve your goals.

While this is all fine and dandy, for most companies, the bottom line is ... well, the bottom line. You need to know what various services cost and what you’re getting for your money. Being able to distinguish between PR tools or press release syndication services, including Business Wire, Cision PR Newswire, Cision PR Web, GlobeNewswire, and other news distribution services, will ensure you’re speaking the same language when it comes to purchasing PR agency services.

Earlier this year, the New York Times published an article about The Council of Public Relations Firms, which lists more than 100 PR agencies as its members. The association met in an effort to not only redefine its own image, but attempt to redefine public relations in this new digitally-focused age. What concerns me as a 20-year veteran of the communications and public relations profession is the fact that our industry--as evidenced by the article--is amid an identity crisis.

Practice unique creativity to attract attention

Take a close look at your efforts to reach your audiences this past year – did you make the cut? There is one surefire way for you to attract consumers’ ever-important attention. Remarkable creativity will speak to your audiences and make your business stand out.