Public Relations - A Reflection of Self

In additon to developing a strategy to tell target audiences about your company, services, or products, developing a public relations plan provides an opportunity to explore your organization's core messages and ensure that your communications goals are in line with your business goals. I thought this cartoon was interesting:

A Recent Mailing of Ours

We recently mailed this postcard to push traffic to the website from targeted businesses and executives in New York's Tech Valley.

5 Reasons Why Companies Should Consider Outsourcing Public Relations

"5 Reasons Why Companies Should Consider Outsourcing Public Relations" by Thomas A. Nardacci

Most public companies and large private companies have both an in-house public relations team as well as an outside public relations consultant. Medium sized companies, start-ups, and non-profits should seriously consider outsourcing their public relations. Here are 5 reasons to consider:

1) Cost – You can find a public relations practitioner that is the right fit and price for your organization. There are large firms, boutique shops, and sole practitioners with a wealth of knowledge and experience from varying price ranges. By utilizing outside counsel, you can find expertise while saving on the costs associated with having a fulltime employee. If a consultant doesn’t work out or doesn’t prove to be the right fit, it is easy to sever the relationship and move on.

2) Objectivity – Public relations practitioners should bring an objective point-of-view from their dealings with a variety of clients and circumstances. An expert can assess your needs and define a communications strategy that is in line with your organization’s needs and goals.

3) Creativity – There are a lot of businesses and people competing for the news media’s attention. An outside expert can help to find the right news hook or story angle to peak a journalist’s interest. If hard news isn’t available, there are a variety of stunts that aren't over-the-top and can be pulled off in a positive manner.

4) Credibility – Telling your organization’s story through the media is very effective because consumers view those stories with more credibility than advertisements and direct marketing. Public relations is effective on its own or as part of your overall communications mix.

5) Results – Your public relations consultant should be continually proving their worth with results.

Books Dealing With Public Relations

I was recently asked by a colleague if there were any good books on public relations and communications. Good PR practitioners are made of a mix of street smarts and book smarts. While books are no substitute for experience, experience benefits greatly from the strategic thinking that comes with studying and understanding a variety of circumstances and situations.

While Barnes & Noble and Borders shelves are stuffed full with business books, I highly recommend the following books when it comes to public relations and business communications strategy.

• Corporate Communications by Paul Argenti
• Positioning by Al Ries and Jack Trout
• The Fall of Advertising and the Rise of PR by Al and Laura Ries
• The New Marketing Paradigm by Don Schultz
• Value Added Public Relations by Thomas Harris
• The Idea Virus by Seth Godin
• The Tipping Point by Malcolm Gladwell
• The 22 Immutable Laws of Branding by Al and Laura Ries