Once upon a time "public relations" denoted big business’s push and spin of major details to its consuming public. These days, marketers use the term "PR" loosely for a wide spectrum of interactions between business and mass media. That's why we categorize it here as MEDIA RELATIONS.

As the advertising arena grows more cluttered and demand for ad space/time drives up prices, PR becomes the fall-back ticket—not only because it's affordable, but because it works. With earnest PR efforts, companies of any size can earn valuable coverage and credibility via "impartial" journalism.

Many businesspeople dismiss PR is a cake-walk of news releases, phone calls, damage control. (Those same people post press wins on their walls like trophies, wink.) But the job grows increasingly complex and crucial as media gets more diverse and ruthless. It’s a process that takes commitment.

Companies must look beyond routine PR tactics and consider what’s in it for journalists, bloggers, directors, etc. Find out what time-pressed writers are looking for and hand it to them on a platter, with a side of self-promotion. By adopting this aggressive yet considerate approach, cultivating friends rather than contacts, you can fuel the buzz. 

The Guru helps you nurture your media relationships:

Importance. Do you view PR as an indispensable part of your marketing efforts, or do you write it off as a laundry list of press releases and mundane meetings?

Key points. Do you compose copy through the eyes of journalists, or do you include advertorial plugs? Do you "brain dump" on writers, giving them as much info as you can rather than selecting a few essential, easy-to-grasp points?

Quality. Do you deliver quality, or do you attempt to bribe journalists in place of a good pitch or story?

Preparation. Do you prepare for interviews (even when there is no interview), simplifying topics for any journalist to digest?

Resources. Are you prepared for every opportunity and event with a current, audience-appropriate press kit?

Contrasting tactics . Do you vary your PR approach, e.g. embargoes, leaks, source filings, exclusives?

Measurement. If you are not already subscribing to and scanning your industry’s media to keep tabs on topics and competitors, do it now. Complementing your efforts will be any noteworthy clips sent to you by sales reps & reprint services. Online searches often reveal digital versions.

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