Media relations is an array of communication strategies and tactics designed to persuade a targeted group of media outlets or other key influencers to publish your messages and tell your stories to benefit both their audiences and your organization. This is a major arm of public relations and is a pivotal ancillary service.

MR focuses on building strong relationships with the key reporters, editors and influencers who decide if your messages and stories are newsworthy, timely, compelling and most of all relevant to their viewers, readers and listeners.

Advertising places paid promotional messages on various media outlets, web and social sites, print publications and more. These ads are completely separated from the programming and content offered by the outlet, site or publication.

Public relations integrates your message into the programming and content. Your story is the story. And because it’s told by an authoritative, third party that is trusted by its audience, it has far more credibility and, potentially, more impact than an ad.

The media pay for developing their programming and content by selling advertising and subscriptions. So, when a media outlet deems your story is “newsworthy” and chooses to share it with its audience, there is no cost to you. That’s why PR is considered “earned media” and advertising is “paid media.”

PR communicates your important information, initiatives, achievements and good works to your prospects, customers, industry and other key constituencies. It establishes, reinforcers and increases brand awareness, credibility and trust.

It can clearly differentiate your brand from competitors and create a lasting preference for your brand in the marketplace. Public relations can enhance your reputation and protect you in times of crisis.

One positive story from a trusted, well read, authoritative, third-party source can validate your company, brand, products and services in ways that advertising and marketing cannot.

Some say this kind of story has a value of approximately four to five times the cost of an ad placement of similar size and location on the same media outlet. We say the right story in the right place at the right time is invaluable. This is why we advocate all businesses that can leverage public relations services, do so.

Much like SEO, public relations is a marathon, not a sprint. That’s because building a solid strategic foundation that supports your PR initiatives takes time.

Building productive trust relationships with reporters and editors who decide whether your stories are newsworthy takes time. Building your brand’s credibility and reputation in your industry and marketplace, the financial markets and government takes time.

But once a proper foundation is in place, the right messages, stories, strategies and tactics should start generating significant, measurable results. And we deliver regular performance reports that analyze and quantify a broad range of KPIs across your public relation efforts, including:

• Total mentions in all targeted media
• Potential reach
• Coverage by media type
• Coverage by geographic location
• Overall impressions
• Share of voice
• Share of sentiment
• Publicity value
• Equivalent advertising value, and more

Perhaps most importantly, you’ll know how many people are being referred to your web and social sites in response to your earned media exposure.

The top driver of brand purchases and conversions is referrals from a trusted source. We make sure your messages and stories (from all your public relations endeavors) appear in the media your consumers and constituents trust the most.