The practice of public relations, or “the professional maintenance of a favourable public image by a company, organisation or celebrity”,1 is as old as the hills. The Greeks realised the value of public opinion and taught noblemen the art of persuasion through rhetoric (ie public speaking and oratory).
With the introduction of mass media through television and radio, it became possible for messages (political, religious and corporate) to reach all corners of the globe, and this paved the way for some of the most effective public relations campaigns the world had ever seen (see, for example, the Torches of Freedom campaign.)
In those days PR press releases were the only way an organisation could broadcast their services or expertise to the wider world, mediated via journalists who may or may not be sympathetic to the broadcaster’s purpose.
Fast-forward to the 21st century and we’ve all become our own best PR specialists – which can be good or disastrous.
Nowadays, everyone has access to digital media (mostly) and that means everyone can be their own publishing house. When organisations learn how to effectively leverage these tools to enhance their PR and media relations in a way that supports their business strategy the benefits far outweigh the initial investment. Some of the benefits of a well-planned PR strategy enable companies to:
- position CEOs or key players as thought leaders
- attract media, industry and customers seeking expert advice
- build connections
- invite collaborations
- clarify key messages.
Before the internet, companies issued press releases in the hope the media would write about their product, service, or latest news, favourably usually.
Today experienced marketing professionals reach customers directly through press releases. Because of this, companies need to deeply understand the problems their buyers are seeking to solve through their expertise or services, and also need to understand and speak their customers’ language.
Our primary audience is no longer a handful of journalists. It is the millions of people connected to each other, search engines and social media with access, time, and cash searching for solutions to their myriad life problems. Understanding what they are searching for, the language they are using and the specific issues they need help with will help you craft and create the content they need to bring them closer to your solution.
Digital technology has completely transformed the rules – press releases are still relevant and in fact extremely useful but knowing how to maximise their effects in the digital marketplace is one of Chris Hocking Strategies’ superskills.
Given the competition for funding in particular sectors, achieving sector-specific prominence, for example in the relevant trade press and amongst industry influencers and decision-makers, is also a specialty of Chris Hocking Strategies.
Contact us if you’re interested in learning more about how an experienced PR specialist can benefit your business.
1. Oxford English Dictionary