J. Michael BrowningFavorite Assignment
While I come from a journalism background, it has been some time since I've written a press release. While I don't believe a press release can be as effective as other distribution channels, a well-written press release can make all the difference in how an organization is perceived by journalists, media outlets, investors, and different audiences when executed correctly.
There are several reasons why an effective press release can be an invaluable asset to a public relations strategy, but two stand out above all others. First, a great press release can lend credibility to any story you are trying to pitch. Second, it allows you to control—to some extent—the content about your organization that reaches potential customers or key influencers.
The Benefits of Public Relations in a Digital Age Powered by Social Media
In a world where social media is an immediate deliverable extension of one's feelings, thoughts, and beliefs, anything someone does or says can significantly impact a company's relationship with the public. Likewise, one tweet or post can have far-reaching ramifications beyond the intended audience. So the question today isn't whether or not to use social media for business but how best to leverage these platforms as part of a larger public relations strategy.
Future Use: How to Use Social Media to Power a Public Relations Plan
The days of one-size-fits-all public relations plans are long gone. Instead, with social media constantly changing and evolving, organizations need to adapt their public relations plan to how people interact with each other and the platforms they use to do so.
Social media has become a powerful tool in the hands of public relations professionals. The need to create organizational guides to help develop a messaging plan that promotes a product or service and makes the company more visible and accessible to consumers, employees, business partners, and other stakeholders are critical to the success of any business.
Whether it's on Facebook, Twitter, Instagram, or another social media platform, one should get a sense of how to use that channel. For example, a company uses its social channels to tell you how they handle its customer service and brand experience. But, perhaps more importantly, as a first step in learning how to use social media for public relations, explore what actual customers are saying about your employer—and its role in delivering that customer experience—online.