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The key to successful public
relations is getting your story told. Most
companies believe that media relationships are the most
important asset an outside PR firm brings to the table,
according to the client advisory committee of the
Council of Public Relations. So why is it that most of
these same companies only give a barely passing grade to
their agencies?
A key problem cited by
company executives is that they are initially contacted
and wooed by agency principals and major executives to
get their business – but, once it is attained, the
account is relegated to a junior executive. The solution
is to thoroughly research agencies pitching your
business, contact their references, look at recent
successful media placements, and find out how those
placements were obtained.
The time and energy used to
cultivate relationships with the media is the major
investment any PR executive makes in his business (see
"Basic Training" article). So it is incumbent upon the executive to
use that investment wisely to the benefit of his or her
clients.
Even so, sometimes it is
necessary to protect the media relationship. No matter
how important a news item may seem to be to the client,
the PR person’s duty is to only present relevant,
newsworthy information to media contacts. Proper
communication and trust is vital under these
circumstances. Better to hear that your “news item” is
not newsworthy from your agency rather than by
alienating a journalist.
So how important are media
relations? They can mean the difference between the
success and failure of a business. In a world of
constant clutter and demand for attention, strong third
party information regarding a business can be a real
boon.
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