The guiding principle of public relations revolves around the use of news and content to put forth a message about anything — a product, a business, an organization, an endeavour — using just about any effective medium of reach. Through the years, public relations (PR) has taken a lot of faces depending on what medium of communication was most effective at a given point.
PR is not advertising. PR is all about storytelling. PR is an image-shaper. But with technological advancements reshaping almost every aspect of communications and interaction, leaving nothing untouched, you might ask, “Is it still, in essence, a storytelling, non-advertising, image-shaping tool that we have known it to be?”
It goes without saying, public relations is still an ongoing influence that has been able to withstand the test of time. From my perspective, the law of supply and demand has given PR a beating heart, as companies are aiming for more ambitious depths in reaching out to their customers with a more specific focus of building and gaining an audience.
There is always a new beat, a new editor, a new editorial calendar, a new PR outlet, etc., which makes PR a very exciting and opportunistic landscape for brand building. In order to stay up to date, it is crucial to constantly read and research stories and articles within your target market in order to note any new editors, writers, columns, etc., and then craft a thoughtful pitch to fit. Any time you come across a new writer or editor, send an introduction email, even if you don’t have a pitch ready that is a fit right away.