What is Public Relations? [Part 1]

When I first joined Dittoe Public Relations as a bright-eyed intern, I thought I signed up to work with reporters and schedule interviews. After getting my feet wet, I quickly learned that the world of public relations is much more than just media relations.

 

Yes, in its simplest form, the core of PR is media relations. But before you become dubbed a #PRpro, there are several different areas of expertise to master. This blog post is part one of a two-part series that will take a look at four different key areas of public relations. Part two will be shared next week by fellow PR pro Sophie Maccagnone.

 

Putting together a client event.

Whether it’s planning a grand opening, coordinating a community celebration, hosting a red carpet event or organizing a VIP night, Dittoe PR has had its fair share of event-planning experiences. Putting together a client event can be a fun and unique way to garner additional media coverage for your client. Be warned, though, that months of organization and planning go into making sure these events are a success.

 

In addition to inviting media, planning an event can include outlining the run-of-show document, coordinating schedules for celebrity appearances, general event or regulation research, working directly with vendors, designing invitations or event posters, booking talent, and providing on-site support throughout the event.

 

Earning third-party credibility.

Another overlooked public relations tactic is earning your client credibility from third-party sources. This comes in the form of writing a bylined article for a publication or putting together an award nomination. Contributing byline articles can help position clients as experts in their industry (and you should be one too), as well as showcase their services and offerings in a non-traditional way.

 

Award nominations are another way to help give clients additional street cred. Take the time to research, craft, and submit the perfect nominations to earn additional recognition for your client. That award opportunity can be used later on to show that they are qualified for the job and worth being nominated for other accolades.

 

Be sure to check out our blog next week for part two of this series on how the job of a PR pro goes beyond just media relations. And, while you wait, if you think your business or brand could benefit from our plethora of services, we’d love to hear from you!

Becoming A Contributor to Provide Credibility

At its core, strategy drives public relations. So when it comes to finding unique and relevant ways to leverage clients as thought leaders in their respective industries, many PR professionals strategically turn to bylined articles.

 

What is a bylined article?

 

A bylined article is authored by a third-party expert and published by a media outlet. These contributed pieces play a critical role in positioning individuals as thought leaders in their respective industries. Though seemingly unique, bylined articles are actually fairly common.

 

These articles take on a passive tone, so it is important they are not overly-promotional. Authors must ensure expertise is the foundation of the article, rather than endorsing their organization or affiliation. Ultimately, media outlets require unbiased articles in an effort to not compromise their integrity as a publication.

 

Why are bylined articles beneficial?

 

Regardless of industry, bylined articles can greatly benefit professionals and boost their credibility as a thought leader in their realm of expertise. However, there are several additional benefits to having a bylined article published.

 

In addition to boosting the author’s credibility, these articles can also draw attention to a company and showcase the intellect and skill of personnel.

 

Furthermore, bylined articles can play an important role in showcasing a company’s services and drawing attention to important matters. For instance, a lawyer might write about the implications of a national legal issue, or a nonprofit might humanize a mounting environmental concern. The possibilities of bylined article topics are endless.

 

Bylined articles are also beneficial for companies who don’t necessarily have a product to push, or major announcement to publicize, but who want to find a strategic and consistent way to garner media coverage. This strategic approach to PR sets companies apart from their competitors and can be more effective than traditional media coverage in terms of positioning expertise in an industry.

 

When are bylined articles appropriate?

 

As with all other public relations tactics, bylined articles won’t always be part of a company’s strategic PR plan. However, depending on targeted placement, bylined articles are an appropriate approach to additional publicity for an individual or a company.

 

Instructional and evergreen pieces have an easier time finding placement. Rounded out with fresh and pertinent examples, these types of bylined articles might make a good fit for an ongoing PR strategy.

 

On the other hand, bylined articles that react to a current issue or trend must remember that time is of the essence. Unlike the evergreen method, public relations professionals should regularly monitor topical issues and news stories, and always be prepared to respond to a current issue with a bylined article when apt.

 

The use of bylined articles in public relations strategy has become an increasingly popular tactic in enhancing brand awareness and recognition. Though bylined articles can reap similar results as other commonly practiced forms of public relations, this tactic can require an immense amount of planning, preparation and execution. For more information and advice on how this strategy can enhance your company’s brand, contact us for a consultation!