Although media relations still plays a big role in what we do at public relations agencies, an integrated communications strategy that encompasses earned, owned, paid and shared media is essential for the success of a brand’s reputation.
The public relations profession we know today has emerged from a long history of public campaigning that stretches far back to ancient civilisation.
Rulers such as Julius Caesar would attempt to persuade the public to gain their support with powerful speeches and letters and publicise his military victories in newspapers. After all, that is what public relations is all about – the act of communicating with an organisation’s publics.
In today’s digital era, people are receiving information from many different channels including podcasts, social media, TV and billboards. This means PR consultants need to stay on top of their game by keeping up to date with changes in communication to successfully tell their clients’ story.
Some PR consultants have grown and adapted to these changes and now provide an integrated, full-service offering for organisations which encompasses so much more than just media relations.
At Pitch, we take a storytelling approach and have an expert team of journalists and communication professionals who help our clients with media relations, content, SEO, email, social media, advertising services and more.
Let’s answer some of the common questions surrounding PR:
– Isn’t PR all about earned media?
Although media relations still plays a role in what we do at public relations agencies, an integrated communications strategy that encompasses earned, owned, paid and shared media is essential for the success of a brand’s reputation.
Changes in technology mean people consume news in many ways and won’t always be exposed to your story if you rely purely on traditional media alone.
Look for an agency that is changing with the times and can offer you communication skills that translate across all channels.
At Pitch, we pride ourselves on knowing how to cut through the clutter and produce the compelling content you need for maximum exposure on both traditional and digital platforms. We know that messages are best delivered through an integrated, multi-channel approach and have the skills needed to achieve the best results.
– Should PR and content be treated separately?
Although different, public relations and content exist for a similar purpose – to send a message about a brand to its publics – and therefore should work in collaboration to achieve the best results for organisations.
Public relations and content have long existed side by side, but their combined potential has not been fully utilised until recently.
With the rise of blogging and social media, almost everyone can now create content and distribute it for free on the internet, making it harder than ever to stand out.
Successful content is all about sharing interesting, entertaining and helpful stories that add value for your audience. And what better people for the job than PR consultants who have the skills to pitch a story to the right audience?
Some PR agencies such as Pitch have an experienced team of ex-journalists who are experts in communication, while others have consultants that have obtained communications qualifications but have no storytelling experience.
It’s clear to see why using the skills of an expert storyteller is perfect to create content that is on message, on brand and will get your business noticed.
– Do PR agencies offer paid media solutions?
PR consultants have always been known to work in the editorial space or earned media, not paid advertising. But the increased blending of paid and earned have seen changes to the way that PR agencies can serve clients.
The lines between paid and earned media have been blurred with native advertising and sponsored content now dominating much of the internet, including many traditional news outlets.
Paid media, also known as advertising, can be seen across every medium including blogs, YouTube, TV, radio and social media. Sometimes it is almost impossible to tell the difference between paid and earned content.
Professional writing and storytelling skills go a long way in advertising, just like with editorial, and PR consultants excel in this area. They understand how to produce engaging content for the right audience. One of the best ways they can do this is by utilising social media.
Some agencies are now offering copywriting solutions for paid executions, proving once and for all that excellent storytelling skills are still essential in the digital age.
As communications and PR specialists, Pitch can provide tailored copywriting solutions to suit your advertising needs.
To learn more about any of our services, get in touch with us today.