What is Public Relations in 2022
A simple guide to what PR agencies can provide to small- and medium-sized brands in Singapore
PUBLIC RELATIONS
Media are channels where brands can communicate and hence represent their values. They are also powerful platforms to attract new customers. We highlight 3 types of media:
News media ("earned media") is when you use media relations to earn the opportunity to appear in a news story. News are consumed when people seek and search for information, education or entertainment. Opportunities in news media can also be generated from speaking engagements, guest appearances on various platforms, winning of awards and handling of crisis.
Social media ("shared media") is online, and is driven largely by user-generated content. People turn to such media to share and discover content. Opportunities to communicate through social media can be generated from social networking forums, online reviews, influencer marketing, social influencer groups, Questions-and-Answers sites, and sites that featured user-generated content.
Web media ("owned media") is content you create and have full control over. People intentionally visit websites to find specific content. Opportunities to communicate on web media can be generated from your website, blog, newsroom, search engine optimization, inbound marketing, email marketing and landing pages.
Here is a good overview of the scope Public Relations can cover.
Public relations is about making an impact
Impact is a great place to start when identifying newsworthiness. Some of the most powerful and eye-catching news stories cover events, people, groups, and companies and their impact on others. These stories have significant news value because people care about something that will affect their livelihood, the people they care about, and other issues they find important.
Focus on the ways your brand affects your target audience when trying to earn media coverage, like pitching stories to journalists and influencers or reaching out to a PR agency. You could ask yourself: How does my company’s service or product change the lives of our customers? The key to understanding impact is understanding a newsroom’s audience and making sure that aligns with your company’s target audience.