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The Public Relations Blog

Who are my public relations account contacts?

Don’t confuse the pitch team with your account management team

Most companies consist of several departments, such as sales, marketing, customer service and human resources. Each department – or team – includes team members who each play a specific role within the company. When partnering with a public relations firm, many executives confuse the pitch team with the account management team and expect that their initial contacts will continue to be their contacts throughout the partnership. This is mistake No. 8 on Axia Public Relations’ list of 15 mistakes companies make when hiring a PR firm. Don’t let this be your company. Most PR firms have a process to ease the transition as you move from prospective client to signed-contract client.

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Topics: Public Relations, Featured, PR Tips, Earned media

Can a PR firm guarantee sales?

2 reasons why you shouldn’t hire a PR firm that guarantees sales

As a CEO you know that sales are the lifeblood of a company. Using public relations to increase your company’s share of voice within the media is one way to improve your sales. However, if your company hires a PR firm based on its offer to guarantee sales, it’s making a mistake for two reasons:

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Topics: Public Relations, Featured, PR Tips, Earned media

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, Earned media

5 tips for getting your entire team on message

Whether you’re preparing your team for an influx of media interviews or planning to launch a new marketing and communications campaign, getting everyone in your company on the same message is critical to the success of your efforts. Your company’s representatives are often the biggest influencers for your company and brand, after all. It’s critical to make sure this vital audience is helping – and certainly not hurting – your communication efforts. Here are five tips to help you.

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Topics: Public Relations, Featured, PR Tips

3 ways to engage influential columnists

Plenty of media outlets – digital and print – leverage individuals with special expertise, large followings or authoritative diatribe to round out editorial coverage in the form of columns. In fact, prior to YouTube, Facebook and Instagram, columnists were the key influencers. For example, there was Pauline Friedman Phillips who, under the pen name Abigail Van Buren, wrote the syndicated “Dear Abby,” until her death at the age of 94. Walt Mossberg earned fame amid the pages of the Wall Street Journal for uncovering and demystifying technology. Herb Caen riveted readers of the San Francisco Chronicle with his daily column, which many considered the “voice and conscience” of San Francisco.

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

Forbes Agency Council: Should you become a member?

Someone has invited you to join the Forbes Agency Council and you’re very flattered. Your immediate thought is that you should promote this honor and leverage your achievement to the hilt. However, let’s take a deeper look. Is it really an honor? Or, is it just another paid membership?

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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

Hire a PR firm with experience in your industry

3 tips to be certain your PR agency knows your field and can deliver success

Why would you risk hiring a public relations firm that hasn’t achieved results within your company’s industry? Before hiring a PR firm, do your due diligence to ensure you’re hiring a firm that fits your needs and wants – one that can create a successful PR campaign in your industry. Hiring an inexperienced PR agency is mistake No. 6 in Axia Public Relations’ list of 15 mistakes companies make when hiring a PR firm. Check out our three tips to ensure you hire an experienced PR firm that will bring you success.

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Topics: Public Relations, Featured, PR Tips

Students today, leaders tomorrow; Axia talks PR at UNF

3 qualities you need for PR success

The public relations game has changed drastically since the introduction of the 24-hour news cycle. It’s no longer sufficient to draft news releases, run campaigns and manage crises. While the methods have changed, the heart of PR remains the same.

Students today will be decision-makers tomorrow. The next generation of PR professionals looks to current leaders to guide it. Axia Public Relations’ CEO Jason Mudd is doing his part to help shape the future of PR. He understands the changing landscape and the importance of blending the old with the new in PR tactics. Joined by other experts at the University of North Florida (UNF), Mudd gave advice on the qualities every PR expert should have.

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Topics: Public Relations, Featured, PR Tips

How long will it take for public relations to work?

3 key points for maximizing the effectiveness of your PR strategy

Having been in the public relations game for nearly two decades, I’ve found that one question continues to plague our industry: How long will it take to see the value of public relations? Everything we do in business should net a return – that’s the whole point, right? PR has most certainly transitioned into a business of measurement. Where once clip books and impressions marked success, we must determine today’s campaign success by precise metrics and established goals.

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Topics: Public Relations, Featured, PR Tips

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