As much as things change, some basics remain the same. I'm reposting this from a year ago, where I looked at what I thought would be new in PR in this year just ending. As I reread it, not so much has changed. The basics of good public relations and media relations remain the same: Study the media you want to use to reach your target audience, determine how what you or your client has to say fits into what the media are doing, and pitch it properly.
This, from my 2 cents a year ago...
What will the new year bring for the world of PR, or at least the part of it that deals with publicity and media relations?
There continues to be talk about all the new forms of media, especially social media and so-called second screens. Some people still talk about their goal of having something "go viral." The new hot topic is content and "native advertising." And I still have clients say "Get me on Oprah."
But even with all the changes taking place in the media landscape, the challenge for publicity is still pretty much the same. Study the media you want to use to reach your target audience, determine how what you or your client has to say fits into what the media are doing, and pitch it properly.
Those three simplified steps are basically what successful PR people have doing for decades, going back to the days when there were just three TV networks and a handful or local stations, no cable or satellite TV, no internet or iPhones. And those three basic steps still work.
Content marketing and social media outreach are creating new opportunities for those of us in PR, but the basics of publicity still remain the same. It's as simple as that.