The Public Relations Blog

Join this PR webinar and learn how anything is possible with the right pitch

For decades, CNN has been the recognized leader in 24-hour news programming. It seems impossible for you to get your company or CEO featured on the network, right? Or is it? Watch our webinar with a CNN producer to learn more.

How to Re­Market the Results of a Public Relations Campaign and Maximize ROI

Gaining positive coverage is great news and certainly a morale boost in that someone thinks you
are doing a good job, but why leave it there? Just because you had a story published, does not
mean everyone has had a chance to see it. The very nature of word­of­mouth is that it is viral,
but to get the ball rolling, it is in your organization's interest to actively ensure that your message
resonates with as many as possible.

Understanding the distinctions can affect your profitability

You may often hear the terms “public relations,” “marketing” and “advertising” used interchangeably. However, there are key differences among them. How much time and money you invest in each could affect your brand recognition, customer outreach and public image.

"What's newsworthy?" It mostly comes down to geography and subject matter.

Recently, someone asked me, “How would you define the word 'newsworthy?'” Great question; allow me to elucidate.

News elements 
What makes a story newsworthy? Pay close attention to these 10 elements of newsworthiness to see which apply to your particular announcement. These elements are also called "news values" because they give a story news value. Good news stories have more than one of these elements to help increase earned media coverage.

Industry trade shows are not just a wonderful venue for highlighting your company’s wares to potential customers;  they’re also a useful platform from which to soft launch or sneak peek company announcements. Too often, businesses invest tremendous amounts of money into booth construction, graphic design, booth staff and content, but limit their ability to take full advantage of trade events from a public relations standpoint. Beyond a hyper-focused networking avenue, trade shows also entice industry, national and even international media. These fine-tuned journalists arrive on-scene to uncover major announcements, private product peeks or germane industry news. And, because media and businesses happen to be at the same place at the same time, trade shows ultimately present a perfect locale to execute a variety of PR tactics that, if executed to perfection, will net stellar results. Check out these six tips for getting the biggest bang for your trade show buck:

Learn the PR tools you can use to effectively manage any crisis

When not handled correctly, a crisis can shed a negative light on your entire company. Handled well, it provides an opportunity for your company to demonstrate that it can be tough under pressure.

According to a study Stanford Universityconducted, companies that provide quick, truthful responses and keep a steady grip during a crisis fare much better in terms of public image and profitability. Your company can learn something from these lessons on the right (and wrong) ways to manage a crisis.

Learn how to use your best commodity to capture media attention

We all know that getting positive press about your company can provide an instant boost to your name recognition and credibility. A lesser-known fact is how to actually get it.

The first thing you must do is to try not to be intimidated by the process. This becomes easier when you realize the basics about your relationship with journalists. You need exposure for your company, and that’s what they can give you. They need high-quality content, and you can provide it. In fact, that’s your best commodity.

Use these reminders to increase your success

Rule No. 1:Remember PR in everything you say and do. Everyone, from the CEO to the secretary, is a representative of your company, and you can bet that people are watching and listening. This includes in-person contacts, telephone communication and online engagement.

Some companies have learned this the hard way with things like inappropriate tweets, misuse of hashtags and, our personal favorite, foot-in-mouth disorder. Concern about PR should not be just something you think about when you have newsworthy information to share or a crisis that needs managing. It should be a part of your company’s overall culture.

Don’t fall for cheap promises; turn to real professionals for your PR needs

Your company faced a potential public relations disaster, but with a comprehensive crisis communication strategy and smart tactics from your PR representatives, you got through it and saved your reputation. So, why is that a bad thing?

Learn how to leverage them for maximum gain and profitability

Misconception No. 1:Big PR agencies are better than independents. Some companies believe that PR has to be flashy and expensive in order to be good, but this is just not true. Often, what you’re really paying for is lots of style and little substance.

The fact that your PR agency is located in the biggest office building or boasts the most employees means nothing to journalists when it comes to media relations. All that matters is the quality of your pitch and the relationships you’ve built.