What Is Public Relations, Anyway?
Public relations is the process of getting the attention of the decision makers you choose. They may include investment firms, military acquisition officers, private-practice physicians, food technologists or homemakers.
One way to reach these individuals is identifying websites, magazines, talk shows, newspapers and other media they consume and getting those media to report on your company, product or service.
This is far less expensive than advertising and more effective. PR gives you a distinct advantage that advertising can’t: third-party validation.
Prospective customers know that reporters have a choice of what to write, and when they see an article on the advantages of your product or see you quoted as an expert in your field, they are more likely to come away with a positive impression. Third-party validation equals credibility. The more you are cited in the media, the more credible you become.
Is it easy to get the media to cover you? Not in my experience. It takes writing talent specific to media relations and an understanding of what constitutes news for individual outlets. And it takes the ability to “find” your interesting story when no news appears to be taking place.
Should you be interested in PR? It depends on what you want to achieve, but here are some common motivations: