How do you find a PR professional to whom the media will listen?How do you go about choosing a good PR professional or company? There are many businesses that
are in the dark about what makes a good PR professional, simply because they’re also in the dark about what constitutes effective PR.
Whether we like it or not, the media do represent a large segment of the nation and the world in general, having a profound influence on the communication lines of our society. You might not be crazy about the way the media portray certain subject matters, but you may want to think twice before completely writing them off. The media can sometimes present things in an improper light because they don’t have all of the facts. But with all the information and so-called “facts” circulating out there, it can be difficult to gather the right set of data one needs in order to tell the real story. And that’s where a true PR professional comes into play.
The PR Professional’s Duty
We see it as a PR professional’s duty to keep journalists informed. This places a PR professional in a very important position, because he or she has the ability to create a positive impact on how the world is perceived by others. There is a lot of good going on in the world, and there are tons of great businesses improving the lives of others on a daily basis. There are also many people who are accomplishing great things for the betterment of communities and different causes, who are often overshadowed by the doom-and-gloom stories. Uplifting stories engage readers and are more likely to go viral than the standard doom-and-gloom news.
The media will listen to you IF you understand the rules of engagement. The media have certain guidelines by which they operate, and a great PR professional will know what these criteria are so that he or she can communicate effectively. A good PR professional will help the media as well as his or her own clients; and a PR who can do this will be able to get his or her clients’ stories told.
L. Ron Hubbard, in his article “PR FUNCTIONS,” clarified this by saying, “. . . a PR must take advantage of, stage or conceive of an event that gets attention. He must be able to assume the viewpoint of a reporter, an editor or any of the types of public he is seeking to reach. Otherwise he will not perceive what they will accept. This done, they will find his comm convincing and he can get his purpose done.”
If you’re genuine in your dealings with others and you have a product/service that improves lives, a good PR professional can help you drive that message into your target market in a big way. Using the media as a resource is an invaluable avenue that can help you get a terrific return on investment for your marketing dollars—if it’s done right!
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