Pugliese on PR: What's in, what's out in public relations

By Tina L. Pugliese, APR, Pugliese Public Relations

tina pugliese If done correctly, public relations is capable of reaching a large audience on a small budget. What is best about PR is that it communicates in a way that advertising cannot. By using its advanced technique, PR is like a third party endorsement of your business, products, and services by a credible, independent source. Here are some trends on what’s in and what’s out in public relations.

What’s In?

Face-to-Face Public Relations. Studies have proven, and it might be more so in the next decade, that connecting is what is going to keep us going, as opposed to loud pitching campaigns.

Micromedia PR. Use of specialized tools (usually micro-blogging) like Twitter to connect journalists, bloggers, analysts and PR/marketing together in an efficient, unobtrusive, targeted, and productive way.

Social Media Mastering. Social Media is public relations. It has now become just as important to create a name for yourself online as well as offline. Look into Facebook, MySpace, Twitter and YouTube.

Stronger Media Relationships. It will be more important than ever to secure and build stronger media relationships.

Going Green. You cannot open a magazine, scan a Web site or read a newspaper without hearing about a company’s transformation into eco-friendliness. There are dozens of environmentally themed television shows not to mention networks. Helping Mother Earth is a great thing and becoming the proponent of all things green may help your bottom line as well.

What’s Out?

Expensive and Long-lasting PR Campaigns. Is it possible to spend zero dollars on PR and marketing? There are many smaller start-ups that have done so. They have gotten incredible results from the viral nature of their products, services, and their personal abilities to establish their leadership through blogging and other online engagements.

Expensive Wire Distributions. The days of paying for expensive news release wire distribution services are out. Today many free wire distribution services, such as PRLog.org, free-press-release.com, and i-newswire.com, offer the same exposure as paid for news release distribution services.

Faking Hype. Adding fake hype to a news story or tip to receive publicity is out. Find a true newsworthy storyline as opposed to adding fake hype.

Running Focus Groups. Today, we need to be actively listening all the time to our customers, influencers, and communities of people who can impact our business. Social media has established a constant flow of conversations and media online.

Promoting Yourself as Green Although Not Entirely True. If your company uses twelve different toxic chemicals in its manufacturing process but uses recycled toilet paper, chances are that you are not going to be considered to be green.

Tina Pugliese's columns on public relations appear in Palm Beach Business.com every other Monday. Her previous column can be found here.

Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, Public Relations Manual — A Guide for Entrepreneurs, and the PR Survival Kit. She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com. Her web site is www.PugliesePR.com.

Article excerpted from e-book, PR Survival Kit, by Tina L. Pugliese, APR.