As you know, Public Relations, or PR, is not the act of crafting a press release and slinging it onto the wire—or posting it to the dark news recesses of your web site. PR is also not about blasting the same story to everyone.
Another thing PR is not: advertising. This means you don’t have to shell out a ton of cash to get a placement, but you also don’t have much control over whether your story gets written, or where it will appear.
Instead, PR is about being organized, methodical, and strategic. It’s about having a plan, writing targeted releases tied to timely business pain points (like BYOD, for example), identifying the right journalists, and creating relationships.
In fact, I’ve even heard PR re-coined as TMR (Target Market Relations). Let’s face it, in the marketing world the “shot-gun” approach hasn’t worked for a long time (blasting the same thing to everyone, at the same time). It doesn’t work for email marketing, and PR is no different. It’s all about segmenting and targeting, segmenting and targeting…
Ultimately, PR requires sustained effort and diligence. However, the payoff can be immeasurable for your business.