The role of media in public relations

The Role of Media in Public Relations White Water Public Relations http://www.whitewaterpr.com

The Role of Media in Public Relations • Public Relations has managed to make its presence felt as one of the most effective marketing techniques. With every organization fighting to survive in this ever-competitive industry, Public Relations strategies can provide the distinctive edge your company may require. Public Relations is basically establishing a healthy relationship between the organization and its publics. Through various public relation tools, organizations can build a brand’s image, mitigate crisis and also communicate with the public. One of the most significant tool or medium for Public Relations is the Media.

PR and Media • Public Relations and Media have long been known to work together. While PR uses the media to pitch stories, the media in turn looks towards PR to fill their pages with interesting write-ups. None of the two are dependent on each other; however, they play a significant role in both the areas. • Public Relations rely upon the media for various reasons. They are the main channel through which most of the PR strategies are deployed. Also, the biggest advantage that PR enjoys which is credibleness is also given by the media. With the growing technologies and innovations, there has never been a time when the influence of media was so high in Public Relations.

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Medium of publishing information: Press release is one major PR tool which is used to inform the public about a particular event or a launch. Media is the direct channel which carries this information. Also, when it comes to publishing articles, newspaper editors play a major role. They can write compelling stories showing the company in good light resulting in good publicity. Also, the reviews about products are also written by media channels. So, they are the main platform for planting stories.

Immediate information sharing: The impact of social media and internet has been extremely high these days. If there is any information that a company needs to share immediately, they can use the social media. Platforms like Twitter and Facebook are used frequently by organizations these days to inform the public about important news and events.

Customer Interaction: Through social media, organizations have an opportunity to interact directly with their customers. Whether it is addressing their grievances or accepting their suggestions, organizations can directly respond to them. This helps in avoiding inaccurate information circulation. Also, if companies provide immediate response, their efficiency and value is regarded in high esteem.

Wide coverage: Internet and traditional media hold the benefit of reaching a larger audience. Whether it is through television, newspapers, magazines or direct mails, you can share your information to a wider audience