People often think you buy PR like you order a pizza: on demand, with all the seasonings and toppings you want.

But PR can't be boxed. A service business, it's dependent in part on the media and others to tell its story, and on marketing and word-of-mouth to make the story hum. It's also affected by world events: If there's a major terrorism outbreak, your story about launching a new gizmo may get buried—or not told at all.

In the age search engines, PR has also had to adjust its perspective: Not only earned media but also owned media (the content you create and publish) matters now, including social media.

To help you navigate this new world of PR, here's a road map to understanding its contours and features—along with tips on how to get some of that PR yourself.

Public relations is NOT advertising and journalists are NOT stenographers

A reporter is not going to jump at the chance to write about your company, nor do so in exacting detail. A reporter needs news, not a puff piece.

Instead: Show, don't tell. Let's say you're a leadership consultancy. Can you comment on leadership changes in the news? Discuss a major company's new hiring practices? Focus on demonstrating your expertise, not just shouting about it from the rafters.

PR people are NOT in cahoots with journalists

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.


image of Wendy Marx

Wendy Marx is president of Marx Communications, an award-winning B2B PR agency that turns companies and their executives into thought leaders.

Twitter: @wendymarx

LinkedIn: Wendy Marx