It’s how you earn your reputation
If advertising is telling people how great you are, public relations is someone else doing it for you.
The difference with PR is that you don’t own the medium in which you want your message to appear.
Reaching the people who will work with you or buy from you requires that you first persuade an intermediary to carry your news. You’re targeting an editor to get to your potential customer, which requires a different set of communication skills.
Sending press releases to traditional media outlets is just the start. Today’s PR uses all types of ‘earned media’ – not just newspapers, magazines and broadcasters but bloggers, podcasters, political and social influencers and third party social media – to connect with your target audience.
I spent much of my pre-freelance career working in PR, including leading the PR team at a business-to-business marketing consultancy.
As a communications specialist, I understand that PR has to integrate with your other marketing activities. I think outside the ‘PR box’ and take a strategic view, making sure that any publicity generated reflects the overall communications strategy.
My experience covers anything from straightforward media relations campaigns to product launches, crisis management, social media management and community engagement. I have a network of PR specialists I can call upon to handle anything I can’t.
Digital Birmingham used Mary for a range of PR activities and I always found her a pleasure to work with. She was especially good at taking a subject that was quite technical and explaining it in a way that retained the core information while making it understandable to a wide audience.
Simon Whitehouse, formerly implementation manager, Digital Birmingham
Mary took time to understand the business and prepared a useful and practical strategic publicity plan we found invaluable in organising our thoughts and key messages for the launch of the National Register of Tradeswomen. As well as the plan, she created and issued an initial press release which resulted in interest from national media titles.
Hattie Hasan MBE, owner, Stopcocks Women Plumbers
I just want to quickly say a huge thank you for all that you have done and with such great results already! We have received a lot of great contacts through the e-shot and from the different press releases. Several people have contacted me to say they will come to see us at the show, some individual practitioners and some significant corporates. So, brilliant!
Sally Durant, managing director, Sally Durant Training and Consultancy
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