The purpose of public relations is to introduce yourself, your services, and your successes to the larger community in a way that invites their support and participation.

The most economical and credible PR venue is news coverage in the media. News coverage has a higher value than advertising. Anyone can place an ad and more or less make whatever claims they want. However, news coverage shows that the item/topic that is featured in print or via broadcast media has been determined to have news value by that media outlet. In short, it’s considered important enough to warrant space on their page or air waves.

To determine news value multiply the advertising income for an equivalent print ad or 30-second radio or TV ad spot in that particular outlet by a factor of four.

The key to securing news coverage in the media is good public relations; but, what is good public relations?

Good public relations is based on several components:

1.   Accurately identifying the newsworthy quality of your event, services, or group and how relevant is it to the community you serve.

2.   Being consistent and timely in your delivery of media materials, including press releases and Public Service Announcements (PSA’s), making sure to provide them in the format preferred by each particular media outlet (e.g., email, fax).

3.   Developing and maintaining a professional working relationship with the media that enables them to recognize you as a trusted source of information.

A good relationship is essential because each media person receives hundreds of calls, emails, and faxes each day from people who have a message to deliver, a story to tell. If a good relationship is maintained, media will find the time to hear what you’ve got to say.

Developing a relationship takes time and consistent, professional effort. Presenting quality materials and being respectful of media deadlines are important. So are quick responses to the media’s requests for more information or artwork (e.g., photographs, lineart, JPGs).

If you are unfamiliar with how to develop and maintain these relationships then your best bet is to hire a public relations consultant. She/he will have already established media contacts and know how to develop newsworthy angles. That person will also be able to create and deliver press materials in a timely fashion, meeting all anticipated deadlines.

A good public relations consultant can design a solid public relations campaign that will meet both your short-term and long-term goals. The short-term goal is intended to deliver an immediate gain such as event attendance or book sales. The long-term goal focuses on establishing you or your group in the larger community as an expert in a selected field/industry or as an agency/organization that provides a unique and valuable service to the community it serves.

Accomplishing these goals will help you deliver your message to the people it impacts most today and tomorrow.