In this video, Andrea Holland shares the difference between PR, marketing, and advertising and why that matters to you as complete this course.
- I once had a boss tell me, "When you see a company on a billboard, that's advertising. "When you read about a company in a newspaper, "magazine, or online blog, that's public relations." In PR, you're pitching relevant content that aligns with the reporter's beat in the hope that they have the interest in writing about you. To ensure this course is right for you, ask yourself a few questions. First, do you have subject matter expertise in the industry you hope to write for? Even if your intentions for your brand are pure, writing about something you're not an expert in will only make you lose credibility.
People are perceptive and they notice when writers are credible. Second, do you know what your business objectives are for using PR? When a company comes to me and asks for PR services, the very first question I ask them is, why? If they say something like, "I want to get our name out there" or "We just want to be famous", it indicates that they might not be ready. Like with any marketing strategy, you have to understand your business objective. Are you trying to gain more app downloads? Do you need to get the attention of investors? Regardless of what it is, have an objective, because the type of content you write and where you publish it depends on that.
Third, do you have the grit to succeed in the face of competition? You may find the right media outlet, the right reporter, and have the perfect pitch, and it still might be hard to get published. It's crucial that you have the grit to remain optimistic and keep trying. If you've answered yes to these questions, then using PR as a vehicle to drive your brand is a wise decision.
- Define the target audience.
- Examine the best ways to uncover what publications want.
- Explore the best ways to brainstorm content ideas.
- Identify how to create your abstract for the media.
- Determine the best ways to follow up with reporters.
- Explore the fundamentals of drafting content publications will accept.