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The mechanics of communication, aided by technology, have revolutionized the PR industry. When I began my PR career, client meetings meant actually talking face to face and press releases were sent by fax. Since then, emails and phone conferences have become the primary means of contact and press releases are posted online. Information is exchanged faster and on a larger scale. However, despite all the advancements in technology, successful PR still relies on the same basic principles. It is all about building relationships and trust. It is about really understanding the needs and concerns of the people on the other end of the phone call or email.
In order to truly be able to succeed in public relations it is important to understand the client's needs, the optimal audience to reach, and the most effective media to target. This has not changed nor will it, regardless of technology. This understanding comes from working in the industry and appreciating the value of quality relationships. There is a need for sensitivity and empathy for the client and audience alike that can be missed in high-speed, bulk messages. Contacts are made through reaching people, not general email boxes. Relationships are built through interacting with these people and being able to offer accurate and valuable messages. By showing interest in your contact, they will in turn show interest in the news you have to offer.
In many instances, the advancements in communication make PR harder than it has been in the past. Reporters get bombarded every day with spam from companies who do not take the time to understand them or their audience. This causes more damage than good because reporters will be less likely to respond to a story that does fit their beat if it is buried within dozens of press releases that are unsuitable for their particular audience. Not only do media relationships suffer, quality suffers as well. When the personal link between the reporter and the source of the story is missing, there is less chance of the story truly capturing the message you are trying to convey. Releases are less likely to be tailored to the audience and therefore not nearly as effective. The PR firm who does not lose sight of this goal will be able to use technology to stream-line their services while still maintaining the principles that constitute effective PR.
Connors Communications has the base of knowledge that can offer this understanding and quality. We have been part of building start-ups into IPO's and also have worked with Fortune 500 companies. Experience has led to a history of connections in the industry and a reputation for valuable communications. This uncommon know-how is why we are able to do so much for our clients. We have a small group of dedicated people who conduct extensive research and can concentrate their efforts where they will have the most effect. We have a breadth of knowledge in different kinds of PR and can tailor our campaigns accordingly. Most importantly, Connors brings to the table a wealth of human connections and established relationships in the industry and that gets relayed into stories and successful outreach.
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