Adding Public Relations to your Strategic Communications/Marketing mix Part 3 of 3

In the previous post, I offered some reasons why you should consider public relations as part of your marketing mix and some tips on selecting a PR professional. This post concludes the discussion.

So I got the story – What do I do now?

Getting the story is the most difficult part of the process. Because you do not control what goes into the news media, there is a great deal of work that goes into a good pitch, interview and follow-up to an interview or series of interviews. That is where PR counsel is so valuable. They can anticipate what is needed to make the story complete, and can stay in contact with the reporter without being “heavy-handed” in the approach. Once you have successfully landed the story, the critical marketing phase begins.

If we assume your story was in a print publication, we can assume that X numbers of readers had the opportunity to see the story. But there are a significant number of individuals, including your prospects, referral sources and current clients, who may not have seen the story. They may not receive that publication. They may have been ill or out of town that day or just didn’t take the time to read the publication in its entirety.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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