Frequently asked questions about pr

What is public relations?

It’s called public relations, because it’s about relationships — between you and the people with whom you want to share your story and your knowledge. Media relations is probably the most well known component of PR, but it’s not the only part. Remember that when you’re doing PR, reporters aren’t your ultimate audience. Your audience is all the people you want to hear your message, and positive news stories and smart interviews can help that happen. PR is the work of putting you, your message and your brand center stage, in front of your ideal audience.

 

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Why should I do PR?

PR is a great way to show off what you know, what you do and how you stand out from others in your field. Do it only if you want to become known for what you have to offer and want to meet new clients and business connections in the process.


How's PR different from marketing? 

Marketing is the promoting, advertising and selling of products or services. For marketers, what’s great about “paid media,” like an ad, is the guarantee that it gets in front of the desired audience. But it can cost a lot of money and isn’t objective. PR is reputation management, largely through “earned media” — stories and news coverage that have credibility. That objective coverage is more precious than money can buy.

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How do I do PR?

We all could stand to do more personal PR. For starters, spend some time on your LinkedIn profile. Does it tell your career story in a memorable way? Or is it filled with trite, overused words like “strategic?” Also, write, write, write. A blog, a newsletter, a LinkedIn article. Not everyone is comfortable tooting their own horn — or has the time; sometimes we don’t even recognize our own good stories. That’s when an outsider’s eyes and ears can make a difference, and a personal PR professional can help get you the limelight you deserve.


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What can a personal PR professional do for me?

Your personal PR pro should wake up every day fired up to help you tell your story. Your PR pro should look to your LinkedIn page, newsletter, blog, website and social media accounts – all of your “owned media” – for storytelling opportunities. Some PR pros are excellent writers and can craft your story in your voice. By touting your expertise on outlets you control, you get exposure. If a reporter is considering two financial planners to interview for an article, chances are she’ll pick the one who said something relevant online.

Your PR pro should connect you with must-know reporters and producers, proactively pitch your story to media outlets and look for other opportunities for visibility, including articles by YOU. Your PR pro should also prepare you for each media interview and give you coaching as needed. Finally, your PR pro should measure success. Maybe your website is getting more clicks or your social media following has grown. You could also see for yourself. Perhaps, your phone is ringing more — with reporters and prospects calling — or business picks up. No matter how it looks, you should see and feel the positive results of sharing your story and expertise.


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