PR reps distribute press releases to print media for dissemination to readers.
Public relations (PR) is a component of a company's marketing and communications effort that involves working to promote goodwill, according to the Public Relations Society of America (PRSA). Companies utilize common PR tools to deliver brand and product-building messages through unpaid-for media. Publicity, relationship building and public engagement are among benefits desired from PR.
Press Releases
Press releases are a primary tool used by public relations professionals. PR representatives submit releases to media outlets in hopes that they will share editorial commentary or the press news with their audiences, according to Business Dictionary. Print media, radio media and television media are targeted by PR reps. Reps prepare the written or taped news releases and distribute them to media contacts. Press releases are "pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product," according to the Publicity Insider website. Releases must follow particular formats before many media outlets accept them or use them.
Press Conferences
Press conferences are commonly used by medium- to large-sized organizations. A press conference is a gathering of media at a location where a representative of the organization shares some type of news or information, according to the Physicians for Human Rights site. The site outlines two common types of press conferences--proactive and reactive. Companies use proactive press conferences to share news that helps build the company's brand image. Reactive press conferences are typically used in more desperate situations for damage control. Organizations that face troubling issues or negative news hold press conferences to share their side of the story or to offset the public backlash.
Social Media
Social media has become a popular PR tool in the early 21st century, indicates Mike Sachoff in his October 2010 WebProNews article, "Using Social Media As A PR Tool For Your Business." PR reps are rapidly increasing their use of social media to help companies replace other more expensive traditional media to get their messages out. Facebook, Twitter, YouTube, blogs and podcasts are just some of the more popular examples among a large pool of social media that companies can use. Sachoff points out that 89 percent of reporters say they source from online blogs, while 65 percent get stories from social media.
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