Adding Public Relations to Your Marketing Mix
As part of your company’s overall marketing plan, public relations can play a key role in identifying and reaching your many constituents as effectively as possible using a finely crafted, tailored message. Here are just a few thoughts from KM&A to set you on the right path to a better media communications plan.

l. Choosing a PR Partner—Is Bigger Always Better?
Many companies are deciding to retain “boutique” firms as opposed to global communications firms, and it’s not just about the budget. Often times smaller firms specialize in a market category and offer a greater understanding of their client’s business. Since they deal with certain journalists with greater frequency, specialty firms often have stronger media contacts in the areas that matter most to their clients. And more than likely, smaller specialty firms offer more personal attention and accountability, as well as cost savings.

2. Know Your Target Audience—Then Target Your Message
One of the most fundamental tenets of public relations is to know your target audience. Disseminating your company information to media sources may be the most appropriate avenue. However, if you are able to communicate directly with your key audiences, do it! If you know your customer by name, and have prospect lists, then probably the best way to reach them is through a direct mail campaign, newsletter, or electronically through e-blasts or e-newsletters. If your objective is to create a positive impression and you’re looking for the third-party endorsement, then news releases, feature articles and authored articles placed appropriately on a subject in your area of expertise would be most advantageous.

3. The Media Are People, Too
Contrary to what many executives may think, the news media cannot be controlled. They have the ultimate power over whether the news angle you put to them is of interest, and in turn, of interest to their viewers, listeners, or readers. Obtaining news media coverage is not easy. There is a lot of competition for the media’s limited space and air time. The role of the public relations professional is to make the task of covering your issues and your organization as easy and compelling for the media as possible. This in turn will help create favorable impressions and position your company among your many constituents.

4. And for Heaven’s Sake, Don’t Use Jargon!
Don’t fall into the trap of using unnecessary product or legal jargon in your news releases. Much of this type of information is unintelligible to the media, or just too cumbersome to use, and will need a “translation.” Unfortunately, a quick look at any internet news service will reveal a multitude of corporate releases that don’t contain any news, are filled with jargon, or have been vetted by lawyers to the point that they contain nothing useful. Instead, always be sure your company’s news releases are written in understandable English with a worthwhile news element.

We, at KM&A, hope you find these PR tips helpful and invite you to contact us to discuss your public relations questions and needs in greater detail.