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The Public Relations Blog

News releases aren’t that important

Why are you wasting so much time on news releases?

Too many companies put unnecessary emphasis on churning out a steady stream of news releases on commercial news wires in an effort to get their message out. That’s the way they’ve always done it, so it must work. Right?

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Topics: News Release, Earned media

7 principles of measuring public relations

At Axia Public Relations, we have seven principles for how we measure PR and a four-level measurement approach that provides the true impact to your organization. This approach includes setting SMART objectives and using communication methods to move your target audiences down the PR measurement funnel to the impacts stage where they’ll take action.

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Topics: Public Relations, Measurement, Earned media

3 industry secrets PR professionals never share

How to grow your company’s visibility

Public relations is an extremely effective way to promote your company. A well-executed PR campaign attracts your target audience and converts those prospects into loyal customers.

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Topics: Public Relations, PR Tips, Inbound Marketing, Shared Media, Earned media, Owned media

Don’t count on favors for earned media coverage

A newsworthy story doesn’t require a favor

A public relations insider knows that relationships matter when connecting with reporters. You must build and maintain relationships with journalists in order to receive quality media coverage. And you can’t call it a relationship when you’re simply asking a favor. A relationship benefits you and the media outlet, while a favor is requesting a reporter or contact give your company preferential treatment through media coverage.

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Topics: Media Relations, Earned media

Is your company’s website press release ready?

5 elements your website needs for the best coverage from media outlets

Whether you're new to public relations or you’ve been sending news releases for years, it's a good idea to make sure your website is press-ready. Essentially, you want to make your company’s website easy for reporters to give you good coverage.

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Topics: Press Release, Web Design & Development, Earned media, Owned media

3 ways to use the mere-exposure effect for maximum impact

How do you feel about the teller who usually waits on you at your local bank? What about the characters on your favorite television show? Chances are, you feel that they’re trustworthy people you’d like to be friends with – even if you don’t know their real names. This sensation actually has a name; it’s called the mere-exposure effect. Learn more about it and how it can help your company.

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Topics: Shared Media, Earned media, Owned media

How producing exceptional outputs creates concrete outcomes

4 ways to measure the success of your public relations messages

Public relations professionals craft messages for audiences, which we call outputs. Outputs are what a company releases and communicates to its target audiences. News releases, social media posts, email blasts, blog posts, and events are among the many ways PR professionals create outputs that appeal to target audiences.

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Topics: Measurement, Earned media

PR and pageantry: Earned, shared, and owned media

When I started competing in pageants at the age of 16, I had no idea the skills I would learn and the professional development I would experience. I was initially drawn to competing because I thought it would be a great opportunity, and I’d get to dress up and have my hair and makeup done. Then, I figured I’d take the crown home, having completed my duties. That couldn’t be further from the truth.

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Topics: Shared Media, Earned media, Owned media

Journalism ethics versus public relations ethics

How do we ensure that communication pros abide by their codes of ethics?

Both the journalism and public relations industries have always struggled with negative reputations. People have been calling PR practitioners “spin doctors” for decades, and, as the era of fake news fell upon us, it changed the face of journalism. Despite unfortunate widespread beliefs, both PR pros and journalists follow strict codes of ethics in their work.

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Topics: Ethics, Earned media

PR for beginners

Every company needs PR to build trust, increase sales, and more

What is public relations?

The world revolves around relationships. Every company has relationships with its customers, shareholders, and employees as well as the public. Without these relationships, business would cease to exist. So, what does public relations have to do with relationships?

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Topics: Public Relations, Shared Media, Earned media, Owned media

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