Public
Relations
Public
Relations involves getting publicity for your company, product or
service through the media (television, radio, newspapers andWeb sites).
One of the key advantages of a public relations program is the low
cost. Media outlets run stories that originate from press releases
free of charge. A good public relations program will lend credibility
to a project, person or company as people tend to believe what they
see or hear in the media.
The
key to creating a "buzz" about your company, product or
service is understanding what will grab the attention of the editors
and producers who create newspapers, magazines and other forms of
new media. Who, What, Where, When and Why are the five W's of traditional
journalism. Emediex likes to add another W to the list: Wow!
Crisis
Communications
There
are disadvantages to publicity, however. For one, the business cannot
control whether a particular media outlet will use the story in the
manner intended or whether they will use it at all. Negative publicity
can occur as a result, but a well thought out crisis communications
plan can minimize any potential damage and remedy the situation by
providing an avenue for the entity to tell their side of the story.
