Most businesses are not deploying public relations as part of their marketing strategy, and even those that are may not be using these techniques. Even those who understand PR may be familiar with press releases or phrases like “content creation,” but they fail to grasp the wide range of tools and techniques available to PR professionals.
I’ve worked in PR for decades, and the sheer breadth of 21st-century public relations surprises even myself. The press release really is just the tip of the iceberg. When Ivy Ledbetter Lee wrote and distributed the first press release in 1906, it was truly revolutionary. People were familiar with newspapers covering stories, but the art of “creating” news was entirely foreign.
How far we’ve come. When I advise clients today, the press release is generally the starting point, but it often only serves as a launching pad for other techniques that may be even more impactful. One is Google SEO, which embodies the increased importance of online traffic. News outlets are being pitched more than ever before, making it increasingly difficult to stand out.
But there are fun ways to do it. Here are a few examples:
Op-ed columns
From time to time, you won’t be able to land a traditional story on TV or in the newspaper. But don’t give up!
You can write an op-ed column for publication in a local, national, or even international publication. As long as the content is timely and broadly relevant, you can position themselves as a thought leader and opine...
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