A common perception of public relations holds it akin to a pizza, an item on demand that comes with anything you might want to come with it. In reality, PR is a service business that depends on media and other channels to be heard. World events and word-of-mouth often play a large part in determining a story’s success and popularity. Wendy Marx of Marx Communications, a member of PR Boutiques International, has written an article, “The Skinny on PR and How to Make It Work for You,” explaining the basics of public relations and tips on how to get a brand’s story told.
The takeaways from her article include:
- Public Relations is NOT advertising and journalists are NOT stenographers.
- PR people are NOT in cahoots with journalists.
- Public Relations is NOT based on the idea that a PR strategy is created out of thin air.
- Public Relations is NOT simply about getting the media to write about you.
Three essential tips to help tell your healthcare, technology, or insurance brand’s story:
- Develop story ideas people care about.
- Get your happy clients to tell your story.
- Create content that people are eager to consume.
Next time you’re thinking about public relations for your company or brand, remember that it’s not something you can just order off a menu and get delivered anytime you want.
A PR strategy needs to be developed to fit your company’s unique needs and audience, and should be educational in nature.
If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.
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