Many small and mid-sized organizations are familiar with advertising but know little about the practice of public relations. However, a truly comprehensive marketing strategy should integrate PR into the overall marketing communications mix.

Effective PR can raise a company’s visibility dramatically. The right story on a local TV or radio station (or in a relevant industry magazine) can create the kind of credibility no amount of advertising dollars can buy. Media coverage also attracts a level of consumer attention that advertising can’t begin to match.

The most fundamental PR tool is the press release. A press release is a short announcement, usually one or two pages, that puts a company’s products, services, people, or events into a broader, news-oriented context.

The first rule of press releases is that they are not advertisements. Companies should avoid using promotional language or disparaging their competition in press releases. Instead, a well-written release should be objective and address the five Ws of journalism -- who, what, when, where, and why. To protect the organization’s credibility, it should be accurate; to promote reader friendliness, it should be void of technical jargon.

Focus on the news professional’s needs

Good press releases provide reporters and editors with unique perspectives and information that appeals to their specific readers, viewers, or listeners. Keep in mind that what may be interesting “news” to you may not be to others.

The best releases have genuine news value. Some share timely information, while others can be constructed to have a longer shelf life by focusing on perennial topics. In either case, the overriding idea is to combine information about one’s company with relevant market, industry, or trend information.

Targeting the right group of news professionals with appropriate information is the essence of effective PR. Regularly reading a particular magazine or newspaper section will help a company determine what type of news its editors cover and how they cover it. Releases can then be more effectively created and successfully distributed. 

Companies should strive to position their managers as reliable sources for ongoing stories. Each press release gives them the opportunity to maintain contact with reporters and establish their reputations as subject authorities. By nurturing media relationships, a company can become a go-to resource on future news stories.

Successful PR is a marathon, not a sprint

Like advertising, effective PR requires a consistent and strategic approach. Unlike advertising, there’s no guarantee that any press release will ever make it into the public eye. In fact, even the most newsworthy release can sometimes get overlooked.

Whether or not a journalist uses a particular press release depends on a variety of factors, including the breaking news of the day, the relevance of the story at the moment, and the availability of media time or page space. That makes having a persistent effort of steadily pitching story ideas all the more important.

There’s also a knack for creating strong public relations strategies and in writing press releases that reporters will consider newsworthy in the first place. Often, securing the services of a PR professional can make good sense.
Successful PR requires an ongoing commitment. In return, it can pay enduring dividends. With an integrated marketing plan that includes PR, an organization can build enviable consumer awareness and take its message to the world.