PR has always been about much more than press releases. It should be a core focus for all companies and integral to marketing and management. PR is fundamentally about message and target audience. The message is a strategic decision, often with an aim of achieving a particular outcome – sell, motivate, educate, defend, influence and more.
Everything else is about the mechanism of delivery. A press release is only one form of delivery – mainly to newspapers, magazines and broadcast media. Advertising can also convey PR messages. Exhibition boards, poster campaigns, street flyers, events and stunts are other traditional means of communication. Now we have the web with company sites, blogs, Twitter, Facebook, Pinterest, Adwords, YouTube and more.
Once video was the preserve of companies with the deepest marketing pockets. Now, even the smallest business can set-up their own online video channel if they wish.
What underpins all these delivery mechanisms is that they demand the regular creation of high quality content that is on message. Some companies try the go-it-alone approach to creating content – often making it the task of someone who already has multiple duties to perform. Needless to say, it doesn’t take long for neglect to set in.
Planning PR campaigns and creating this quality content in a co-ordinated and sustained manner is where a PR agency makes a great contribution. If you do not have in-house resources then outsourcing to a PR freelance or PR agency is the best way to ensure the long-term viability of delivering your message to your target audiences.