Public Relations and Media
Relations: What’s the difference?
It’s
easy to confuse the two concepts. When most of us think of public
relations, we think of the PR professionals who are skilled at getting coverage
for our organizations in print, on the radio or on TV. Traditionally, that was
the most effective way to put our companies and our message in front of the
public. That is no longer true. And, that is why understanding the
difference between media relations and public relations becomes even more
important.
Even
before the Internet era, there was a nuanced difference between public
relations and media relations. Media relations specifically involve
building strong relationships with writers, producers, reporters, and editors
who are in a position to cover your company. A PR practitioner who is
trusted and respected by those media folks can pick up the phone and always get
a hearing–and often get a story for their client.
Public
relations always involved the bigger picture. Public relations is all
about how your organization is perceived by the community at large. This
would include the press but also embraces your customers, your prospects,
members of the business community, and your fellow human beings. In this
regard, it has always been critical to run a business in an ethical and
authentic way so that the public perception of our business is positive.
It has always been essential that our employees treat our customers well.
It has always been essential that we understand our customers and provide
solutions that are meaningful to them. Those are all fundamental
underpinnings of good public relations.
Traditionally,
a strong media relations campaign was the most effective approach to generate
positive publicity, which, in turn, would lead to a positive perception of our
company. Other than our one-on-one dealings with customers and prospects,
there was no other effective tool in our marketing arsenal.
The Internet has changed the rules of public relations
David
Meerman Scott’s book, The New Rules
of Public Relations and Marketing, makes us understand that the
Internet enables us to reach out globally without needing the traditional media
to make a connection. Moreover, as David emphasizes, when we think of media, we
need to think beyond traditional media outlets toward the world of bloggers and
podcasters, as well.
When
your marketing dollars are limited, you can still create an effective, content
rich website that can serve as your public relations foundation. Because
the vast majority of buyers today will go to your website to learn about you
and your company, you now have the opportunity to create the same positive
perception in their minds that a media relations campaign might have created in
days past.
Does
this mean that traditional media is unimportant? No. As a matter of
fact, if you have a strong web presence that includes a website, a business
blog, and an eNewsletter, you have already begun your media relations
campaign. That’s because traditional media reporters and editors are
scouring the Internet for information, resources, research, and news.
Thus, if you can position yourself on the web as a thought leader by virtue of
your content marketing strategy, you are much more likely to be sought out by
the press. I’ll bet that your public relations advisors would second this idea.
After all, if you have a powerful web presence, it makes their job a heck of a
lot easier.
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