| Public Relations has
indeed come a long way since its inception nearly a century ago.
The first press release was issued by Ivy Lee in 1906 for his client
— the Pennsylvania Railroad — to relate the company’s
“news” about an accident before reporters received other
versions of the story. It worked like magic.
Perhaps no industry has been changed as dramatically by the Internet
as the news media and, by extension, public relations. The news
delivery process, once disseminated through defined channels, has
evolved into a frenzied stream of information that flows through
websites, blogs (web logs), online conferences and chat boards.
Public Relations is the most daunting communication tool in a company’s
marketing arsenal. Its process and benefits are complex and, when
used correctly, the results can be compelling. PR practices use
an array of techniques, including media relations, speaking engagements,
special events, direct mail, opinion polling and focus groups to
evaluate public opinion. PR firms distribute information through
the Internet, satellite feeds, broadcast faxes and database-driven
phone banks to recruit supporters for a client’s cause.
It is essential to retain a firm footing for your PR efforts as
the media landscape shifts. Laura Ries, co-author of “The
Fall of Advertising and the Rise of PR,” advocates the use
of PR to maximize visibility and, most important, to establish credibility
and build a brand.
PR builds credibility because it serves as a third-party endorsement
predominantly through media outlets. Good PR converts consumers
into customers, and customers into brand loyalists and long-term
purchasers. Ries sees advertising’s role as primarily a brand-maintenance
or brand-affirmation tool after the brand has achieved a measure
of credibility through PR.
Ries cites several examples of successful businesses including
Red Bull, Starbucks, Harry Potter, and JetBlue that initially depended
on PR to deliver their messages. And let’s not forget Martha
Stewart — a brilliant brand created with PR — which
is now in the throes of overcoming negative public perception and
rebuilding its brand.
It is imperative for businesses to make their products or services
as newsworthy as possible to ensure media coverage. In a recent
interview with Ries, she asserted that the best way to build a brand
and get PR is to be first in a new category. “The media isn’t
interested in talking about brands, they want to talk about new
categories and trends; they don’t call them ‘news’papers
for nothing. Unless your brand has some news value you are going
to have a difficult time succeeding.”
Jill Lublin, bestselling author (“Guerrilla Publicity”)
and CEO of PR consulting firm Promising Promotion, Novato, CA, refers
to this as the “Ooh Ahh” Factor — the “story”
about you, your product and/or your company that makes people ask
for more. Lublin says only once your “Ooh-Ahh” factor
is determined can you begin to develop materials to tailor your
story to targeted media whose attention you wish to gain.
PR spending has long paled compared to ad spending. Corporate
leaders are committed to launching brands with massive advertising
budgets. According to Nielsen Media Research, General Motors spent
approximately $3 million in 2003 on advertising, representing a
28% increase over the previous year. Most small businesses, however,
cannot afford to allocate a large dollar amount to advertising and
may opt to use cost-effective PR to grow their business.
Although PR is neither an art nor science, one fact is for certain
- - a positive public perception is priceless.
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