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Is the Press Release Dead?

16th July 2014 By Barry Walker in Small Business News

 

What is PR? Actually, PR means Public Relations and is just one element of the overall marketing mix. And, contra to public opinion (more of public opinions later) PR isn’t just about the Press Release. And that’s the point, there’s a whole lot more to it than that. Public Relations are all about reputation – the result of what you do, what you say and what others say about you.

 

Public relations are the discipline that looks after and protects your reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics

As effective as traditional PR is, it can also be a waste of time for most organisations – if not implemented properly that is! As many individuals and companies who think that PR is just about the ‘press release’, and of course, in some cases a press release can form part of an overall public relations strategy, and back in the day it may have been the only form of communication.
Now with the internet at our disposal why waste time and effort writing a press release and hoping that an Editor decides your story is news worthy. For a small to medium sized business PR should be high on your agenda. There are lots of ways in which an organisation can help manage its own reputation using your own communications channels such as:
  • Networking.
  • Social media.
  • Electronic newsletters.
  • Printed newsletter.
  • White papers.
  • Blogging.
  • Corporate events.
  • CSR (corporate social responsibility).
  • Sponsorship.
  • Public speaking.
  • Sponsorship.
  • Writing articles.
  • Being an expert in your field.
Many SME’s will seldom have worthy news on tap that printed or online publications would publish – your new website is actually not very exciting - not unless you it uses the latest nano particle and lithium crystal technology (whatever that is). That doesn’t mean that your news piece has gone to waste. With the invention of the internet you can now be your own PR guru! You can update your website, post the good news on social media or even write a blog about that new website. Whatever you decide to do you are in control of the news getting out there and controlling your brand reputation.

So stop wasting your valuable time writing press releases for every minor event, success and self congratulating news - utilise your online channels to get the message across and put your efforts into growing your business and creating some really good publication worthy news!

If you don't have the time or resource to tackle your own public relations, please get in touch and we will help you.

Barry Walker
About the Author

Barry Walker

Managing Director at Blackchilli

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