As an industry, public relations is ever-changing. Between technological advancements and cultural shifts, public relations professionals have to stay up-to-date on the latest trends and methods to get their clients the press they need. Here, we compare how several areas of public relations have changed over the years.
Press Releases
Then: Written and faxed to journalists, press releases used to be for every little change a company had made. Because the internet didn’t exist, press releases were the best way to spread information from an internal company to the press, and journalists looked to press releases as sources for stories.
Now: The traditional printed press release is a dead. However, digital press releases and media alerts are the new method, and sites like PR Newswire and PR Daily can help put your release in the right hands. Press releases are now primarily for big news, like a CEO change or a huge investor partnership. When used tactfully and sparingly, press releases can still be useful.
Pitching
Then: Public relations professionals would pick up the phone, dial a number from the phone book, and speak to any journalist who would give them the time.
Now: With email, phone calls are now a final-stage tool in the pitching process. Using platforms like Cision, PR pro’s have a database of journalists email information at the fingertips. By browsing the internet for a writer’s beat, publicists can write tailored and personalized pitches to journalists. These pitches pique their interest, much more effectively than a cold call.
Media Hits
Then: Television, print magazines, radio – all old forms of media that used to be the pinnacle of press.
Now: YouTube, online blogs, podcasts – all new forms of media that spread word of your brand much faster and more effectively.
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