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Classical public relations, also referred to as "public relations" (PR), encompasses a range of activities and strategies aimed at obtaining positive media coverage about a company, organisation or individual. The main objectives of classical public relations are to create public awareness, build and maintain a positive image and disseminate information to the target audience. Here are some of the most important aspects of classical press relations:
Press releases: The creation and distribution of press releases to share recent news, developments or announcements. Press releases are designed to encourage journalists to cover the company or organisation.
Media contacts: Cultivating relationships with journalists, editors and other media representatives. This includes identifying relevant contacts in the media and communicating with them to encourage potential coverage.
Press conferences: The organisation of press conferences or media events to present important announcements or events to the public and the media.
Media relations: The proactive approaching of journalists and media representatives to offer story ideas or background information and encourage them to report on the company or organisation.
Crisis communication: Handling PR crises when negative information or issues arise to minimise damage to image and keep the public informed.
Tracking media coverage: Monitoring media sources to find out what stories are being published about the company or organisation and how they are perceived.
Demonstrating expertise: Positioning company representatives or experts as sources of expertise in the media to enhance reputation and credibility.
Media materials: The creation and provision of materials such as background information, images and videos to assist journalists in their reporting.
Relationship management: The ongoing cultivation of relationships with media representatives and other stakeholders to ensure long-term PR success.
Classical press relations is an important part of the communication strategy of companies, non-profit organisations, governments and other institutions. It helps shape and maintain an organisation's image and reputation, and influence public opinion and perception. In today's digital era, classic press relations can also be complemented online and in social media to reach a broader audience.
In public relations (PR), there are a variety of tools and resources that can be used in planning, implementing and monitoring PR activities. Here are some examples:
Media directories: Platforms such as Cision, Gorkana and Vocus offer comprehensive databases of journalist, editorial and media contacts. They allow for effective media research and press release distribution.
Press release distribution: there are services such as PR Newswire, Business Wire or PRWeb that allow press releases to be sent to a wide network of journalists, bloggers and news portals.
Social media management: tools such as Hootsuite, Buffer or Sprout Social help plan, manage and analyze social media campaigns. They allow you to publish posts to various platforms, monitor mentions and measure engagement.
Media monitoring: monitoring tools such as Meltwater, Talkwalker or Mention make it possible to track mentions of a brand, company or topic in online media, social networks and forums. They provide real-time notifications and analytics on coverage.
Content creation: Content creation and editing tools such as Canva, Adobe Creative Cloud or Piktochart help create visually appealing graphics, infographics and presentations for press releases, social media posts or blog posts.
Email marketing: platforms like Mailchimp, Sendinblue, or Campaign Monitor help create and send email newsletters, announcements, and other email campaigns.
Influencer marketing: tools such as BuzzStream, Upfluence or Traackr help identify relevant influencers and facilitate communication and collaboration with them.
Online surveys and opinion research: platforms such as SurveyMonkey, Typeform, or Google Forms allow you to create and conduct surveys and questionnaires to gather opinions, feedback, and market intelligence.
PR analytics: analytics tools such as Google Analytics, Sprinklr or Brandwatch provide insights into the success of PR campaigns by providing data on visitors, reach, engagement and other metrics.
Industry media and trade publications: Reading trade journals, online publications, and blogs from the relevant industry is an important resource for staying up-to-date on current trends, issues, and developments.
This list is not exhaustive, as there are many more tools and resources that can be used in PR depending on specific needs and objectives. The selection of the appropriate tools depends on the individual requirements and the available budget.
Maintaining press contacts is essential for PR professionals. A robust and well-maintained list of journalists, editors and media representatives is crucial to successfully spreading your company or organization's messages. But how do you maintain these contacts effectively? In this article we give you valuable insights and tips on how you can optimally design and use your press contacts.
1. Build trust
Trust is the be-all and end-all in press work. Start building trust by always behaving professionally and reliably. Fulfill your promises and keep commitments. Journalists value contacts they can rely on.
2. Provide relevant information
Make sure you understand the needs and interests of your press contacts. Only send them relevant information that fits their specific topics. A personalized approach is crucial here. Mass sending of messages should be avoided.
3. Maintaining the relationship
Continuous communication is the key to maintaining relationships. Maintain regular contact without being too intrusive. An occasional friendly email, quick phone call, or meeting to exchange ideas can work wonders.
4. Respect editorial integrity
Journalists have an ethical responsibility towards their readers. Respect their editorial integrity and accept if a story is not published. Avoid applying pressure or demanding positive coverage as this can significantly impact your credibility.
5. Provide background information
Make the work of your press contacts easier by providing background information, fact sheets and high-quality images. Journalists appreciate being able to rely on reliable sources to illustrate their stories.
6. Organize events and meetings
Organize occasional events or press conferences to give your press contacts the opportunity to get to know you and your company personally. This not only strengthens the bond, but also enables a direct exchange of information.
7. Use social media
Use social media to stay in touch. Follow journalists on platforms such as Twitter or LinkedIn, comment on their posts and share relevant information. This can help deepen the relationship online too.
8. Get feedback
Ask your press contacts for feedback. Ask about their needs and how you can improve collaboration. Show that you are open to constructive criticism and are always striving to improve.
Maintaining press contacts requires time and attention, but pays off in the form of positive reporting and strong media presence. By building trust, providing relevant information and maintaining open communication, you can successfully manage your press contacts and achieve your PR goals more effectively.
Press relations is an important component in achieving success and visibility. A good press contact can help you send your message to the right people and get you the attention you and your business need. Press contacts are an effective way to spread your brand and increase your reach. They can help get your brand out in the media, build a positive image and educate the public about your company.
Press contacts can help you market your brand, make your brand more visible and increase your reach. They can help you achieve your goals and help you get your brand in the media. A good press contact can help you present your brand and company in the best light and build a positive image.
There are many ways to find press contacts. One way to find a press contact is to use social media platforms like Facebook and Twitter. You can also use other online networks such as LinkedIn, Xing and Pinterest to build a network. You can also seek out press agencies or look for press contacts at events such as trade shows and conferences.
Once you've found some press contacts, make a professional impression and create a professional email campaign to promote your brand and business. Make sure your email campaign includes the right language, tone and information to achieve your goals. Be honest and open when communicating with your press contacts, and show how important your brand is to you.
Press contacts can be an important part of your marketing strategy. Finding press contacts that are a good match for your brand and your company can greatly enhance your brand and your reach. It's important to take the time to find the right press contacts so you can get the best results possible.
Corruption plays an extremely negative and unacceptable role in PR/public relations or press relations. Corruption refers to the wrongful actions of individuals or organisations using money, gifts or other inducements to gain unfair advantages or exert influence over decision-makers and opinion leaders. In the world of PR and media, corruption can significantly compromise the credibility, integrity and independence of the industry and have serious ethical and legal consequences. Here are some of the ways corruption can play a role in PR/public relations/press relations:
Bribery of journalists: In some cases, companies or individuals might try to bribe journalists or editors to get positive coverage or conceal negative information. This undermines journalistic integrity and objectivity.
Bribery of PR agencies: Companies might bribe PR agencies to use their services in a manipulative way. This can lead to PR agencies using dishonest strategies to influence the public.
Corrupt lobbying: In some cases, lobbyists or interest groups might try to bribe policymakers to influence or manipulate laws and regulations.
Surreptitious advertising and paid articles: Another problem in the PR and media industry is covert surreptitious advertising, where products or services are promoted in articles or reports without clear labelling. This can threaten the independence of the media and undermine the credibility of reporting.
Falsification of information: Corrupt PR practices could also include the dissemination of falsified or misleading information to manipulate the public's opinion.
Most reputable PR professionals and media organisations actively condemn and combat such corrupt practices. Ethical guidelines, editorial policies and codes of conduct are important tools to prevent corruption in the industry. Journalistic integrity, credibility and ensuring independent reporting are crucial to maintain public trust. Legal regulations and public awareness also help to combat the spread of corruption in PR and media relations.