by Megan Parks

With all the glitz and glamour, the entertainment industry isn’t just about musicians and actors. It’s a business where great PR is a necessity for success.

Publicity plays a huge role in the music industry. Record sales experienced a major decline over the past few years mainly due to illegal online downloading. According to a study conducted by the Institute for Policy Innovation, global music piracy causes $12.5 billion of economic losses every year.

In order to compensate for the sales decline, labels are outsourcing their publicity needs to independent PR companies now more than ever. Executives in the industry have had to find new ways to get consumers interested in their clients’ music. The more news coverage artists can get, the more opportunities there are to get their music noticed and heard.

As a seasoned PR professional, Brian Mayes gives an inside look at what it takes to be a successful publicist. With nearly 20 years of experience in the entertainment industry, Mayes is one of the most sought-out publicists in the Southeast.

After moving to Nashville in 1996, he founded Nashville Publicity Group in 2002. Before founding the group, Mayes served as director of publicity at Brentwood Records and president and director of marketing and A&R for Audience Records, which he co-founded under the Pamplin Music umbrella. Prior to establishing himself in Nashville, the Los Angeles native worked in artist management and in various TV/film projects including The Late Show with Arsenio Hall, The Wonder Years and The Grammy Awards. To see a complete list of Nashville Publicity Group’s current and former clients, visit his company’s site.

Q: Wikipedia defines a publicist as “a person whose job is to generate and manage publicity for a public figure, especially a celebrity, a business, or for a work such as a book, film or album.” Beyond just a standard definition, how do you describe your work as a publicist?

A: A publicist is crucial in today’s world, whether it be for a public figure or a new product. There has never been more competition for the attention of the masses, and you have such a small window of opportunity to get noticed. In a lot of ways, the success or failure of a project can point directly to the publicity campaign. If you can’t find a way to get noticed, you will fail. So my job, simply stated, is to use the media — television, radio, print, the Internet, the center of Times Square if necessary, to grab your attention for my client.

Q: How did you get your start working in publicity?

A: I was a teenager when I landed an internship with FOX Television Network’s late night talk show “The Late Show” with Arsenio Hall. I was placed in the Research/Publicity department and loved it. I researched upcoming guests and worked on publicity materials — I was hooked early on. When I started managing bands in college, I ended up doing publicity for the bands as well. And I loved it. So when I moved to Nashville in 1996, it didn’t take long to find a job at a record label doing publicity.

Q: What are some common misconceptions about publicists?

A: I’m amazed by how much confusion there is surrounding the words “publicity” and “publicist.” I am frequently asked what I “publish.” I also field phone calls from people on a regular basis that want to hire a publicist, presumably because they read somewhere that they should, but they have no idea what I do. So for the record, I’m not a publisher, I’m not a manager, I don’t book concerts and I’m not here to A&R your record. But if you are ready to engage the media, with the desire to have your story told, I’m happy to help you get there.

Q: What are key characteristics that every great publicist needs?

A: There are 4 key characteristics that should be required of every publicist:

1) Honesty and Integrity
2) Tenacity
3) Creativity
4) Aggressiveness

Q: Getting publicity for your clients has a lot to do with who you know. What suggestions do you have for new publicists trying to establish relationships?

A: Who you know is important, but what impression you make matters even more. Mind your manners, say please and thank you, and never blow off e-mails and voicemails. You never know when you’ll need to circle back around.

Q: Do you find it hard to work with a client if you aren’t passionate about their product or service, or, in your case, their music?

A: Yes, so I don’t. If I can’t get excited about the project, I don’t take it on. It doesn’t have to be my style necessarily, but the project, artist, story … something about it has to be exciting or challenging. Nashville Publicity Group has been very fortunate in that we have never solicited work. For the most part, we work on referral only, and we turn down more than we take on. So that has given me the freedom to say no when a project just isn’t a good fit.

Q: Do you see significant differences in music PR as opposed to traditional brand/product-related PR?

A: Not really … You adjust accordingly. And we do a little of both.

Q: What do you like the most about your job?

A: What gets me out of bed each morning is that I have a job that I truly love. And I’m so thankful for that. What I like the most is that every project we take on is different. Every single project has unique challenges and obstacles to overcome. No campaign is ever exactly the same. It’s hard to get bored when you’re always working on something completely new. Each project is a jigsaw puzzle — some just have more pieces and a higher skill level than others.

Q: What suggestions do you have for people trying to break into music PR?

A: Enter music PR because you love it. If you don’t, it’s not for you. It’s not a 9 to 5, clock in and clock out job … it takes long hours, and it’s a highly competitive, high-stress environment. But it’s challenging and rewarding, and a whole lot of fun. There’s nothing else I’d rather do.

What do you think is the importance of publicists in the entertainment industry?

by Madeline Reeves

While mass media publications have widespread readership, the targeted nature of trade publications make the information that appears within them even more influential. What makes trade publications so valuable, and how are they being utilized in the field of public relations?

In our field, “trade journal” is a regularly used term, but more often than not, PR professionals and businesses alike overlook how trade publications are fundamental, how they function as a communication tool and why they remain an indispensable asset to our industry. It is important that we, as public relations professionals, understand that trade journals are in fact the blueprint to becoming informed, effective and successful communicators.

What is a trade journal?

A trade journal is a publication used to target a specific industry, profession, trade or business. The underlying foundation of trade publications is their ability to effectively deliver information that’s of value to those who work in a certain industry. In effect, all content found in trade journals, from the advertisements to the articles, directly pertains to the industry in question.

Unlike general interest consumer publications, trade publications already have an established niche audience and produce corresponding subject matter for that target audience. Therefore, trade publications can cover an industry in more detail than mainstream consumer publications can.

Although trade journals maintain a specialized focus, they offer an extensive range of useful and accurate information regarding a certain industry. Trade journals publish specialized content on various topics including: the latest industry news, noteworthy case studies and research, educational surveys and statistics, special reports, opinion and feature articles and in-depth discussions of new developments and practices within a field. Additionally, if any laws that affect the industry are passed or are currently under debate, a trade publication will usually discuss those laws and the implications for those in the industry.

A unique feature that separates trade journals from other consumer-based publications is their tendency to operate under what is called “controlled circulation,” as opposed to paid subscription. Controlled circulation means that the publishers of trade journals will often send out issues free of charge to qualified individuals within an industry. Additionally, numerous trade publications are also often included with memberships in professional industry organizations.

Trade publications and you

Trade publications present considerable benefits for both individuals and businesses that cannot otherwise be found in major mass media publications. The primary value of trade publications: they are a certified and trusted source of information, they are the largest industry-specific advertising market place for products and services, they contain industry-specific job notices and they provide a system of networking and communication among industry members and organizations.

One of the defining advantages of a trade publication is that the content published within them is generally written by respected, leading members of an industry. Additionally, trade journals often feature contributing writers and expert consultants who provide fresh insight and cross-disciplinary advice. This allows trade journals to be a diverse, yet credible and trusted source of industry information, analysis and perspective.

Another advantage of trade publications is their ability to act as the advertising marketplace for all goods and services within an industry. Trade journals offer advertisers a high level of certainty their target audiences will receive their advertisements.

Maura Jacob, a managing editor at Handley Business Media, which produces more than 30 business trade journals every year, stated that trade journals are not only designed to educate the professionals involved in a given industry, but they also generate a great system of networking.

“Trade publications provide practical information in all areas of an industry, from the best practices and educational policy changes, to new available products and technology. But most importantly, trade journals are key for developing a sense of community among the members of a certain trade,” said Jacob.

A final benefit of trade journals is their tendency to contain industry-specific job notices and opportunities, which is a highly pertinent aspect to most readers. Once individuals start working in a specialized field, it is important that they familiarize themselves with the trade magazines in their industry and subscribe to a number of these to keep up-to-date with any developments in their field. Although some trade journal subscriptions can be costly, the valuable information that lies within them makes the expense worthwhile.

Jacob agreed that individuals should definitely seek out trade journals in their industry. “No matter what trade or business someone chooses to go into, it is important that they actively read trade publications serving their field. Trade publications tend to be the forefront of information within an industry and they are going to keep individuals informed about their particular field; it is something they can use frequently for their benefit and to promote themselves,” said Jacob.

Trade journals and PR

As for the field of public relations, one leading trade publication in the U.S. is PRWeek. As stated on the PRWeek Web site, http://www.PRweekus.com/, “PRWeek has established itself as a vital part of the PR and communications industries in the US, providing timely news, reviews, profiles, techniques, and timely research for in-house and agency professionals.”

Roy Kotcher, CEO of Ketchum Public Relations, could not offer a better testimonial about the benefits of trade publications, PRWeek in particular. “It has never been more exciting and important for those of us in PR — or other businesses, for that matter — to closely follow our industry,” said Kotcher. “PRWeek, through its reporting of industry news and examination of emerging trends, is a must read. Whether it’s spending time every day on PRWeek’s Web site or with the monthly magazine, it helps communication professionals — at all levels — keep up with the profound change and seize the opportunity in our dynamic and important sector.”

Dr. Meg Lamme, a public relations professor at The University of Alabama, says keeping up with trade publications are essential for PR students and soon-to-be PR professionals. “PRWeek and PRSA’s two resource publications, The Public Relations Strategist and Public Relations Tactics, give students a leg up in understanding and preparing for upcoming trends in our field," said Lamme. “These resources are a good reality check. They teach students that what they learn in the classroom isn’t just an exercise – it’s applicable to the real world and they should leverage the opportunites they receive in the classroom.”

For PR firms and professionals looking to establish themselves within the industry, trade journals can act as good leverage to climb up the market share ladder. Trade journals allow organizations the opportunity to establish themselves as industry connoisseurs and directly communicate with other members of the trade. Business and individuals alike can gain name recognition on a national level with top industry leaders and organizations. Not only can organizations establish themselves as masters of the industry through the use of these select trade publications, but they can also generate awareness and drive traffic to their businesses.

Trade magazine publicity can be a vital part of an overall public relations program. Trade publications not only provide growth opportunities, but they can also supply organizations with new and innovative ideas, strategies, statistics and tools to maximize its communications efforts. The expansion of a public relations program through the use of trade publications can result in the creation of a positive reaction to a company’s product or service from its target audience.

Trade publications have been and will remain an invaluable asset to the public relations industry, due to their unique characteristics. Savvy PR professionals should not overlook the value and opportunity provided by trade publications; in fact, it is important we utilize trade journals to better understand and service our clients and for our own professional growth and development.

How else can trade publications be used to our advantage in PR and what should we expect from trade publications in the future?

Sources consulted in providing background on trade publications: http://www.PRWeekus.com, http://www.prnewsonline.com

by Allison Cook

"One in 11,000 children will appear in a Broadway play. One in 110 will be diagnosed with autism." The message of nonprofit research organization Autism Speaks is clear: autism is more common than we think. April is Autism Awareness Month, and it’s time for Americans to learn the signs.

What is autism?

Autism Spectrum Disorder affects almost 1.5 million children every year, according to the research organization Autism Speaks. Most commonly diagnosed in children around the age of 2, ASD affects one in every 110 children and one in 70 boys. The developmental disorder shows itself in a range of symptoms including delays in speech, social interaction and imaginative play. The cure for autism is unknown, and the causes are debated among specialists, families and scientists.

Autism Speaks aims to increase awareness of ASD, fund research for prevention of autism and support families living with the disorder. Founders Bob and Suzanne Wright started the organization in 2005 after their grandson was diagnosed with autism, and the organization has grown from a small group to the premiere research organization for autism.

“It’s a national epidemic that needs a national voice,” said Suzanne Wright in a public service announcement on the Autism Speaks YouTube channel.

Awareness is essential.

Public relations is imperative to Autism Speaks’ cause. Early intervention helps children prepare to enter kindergarten with their classmates and helps parents learn to cope with the hardships of the disorder. Because early intervention is key to treating children with autism, Americans must be aware.

“Awareness is our first step,” says Dana Marnane, national director of communications and marketing at Autism Speaks. “It then leads directly to involvement and donations to change the future.”

Autism Speaks uses social media, blogs, press releases, feature stories, public service announcements, special events, concerts, fundraising walks and more to raise awareness.

“Learn the Signs”

According to Marnane, the organization’s most successful public relations campaign came from a partnership with the Ad Council and PR firm BBDO New York. The “Learn the Signs” campaign features celebrities whose children have autism and scenarios that bring the reality of autism to the public. The campaign uses billboards, radio spots, public service announcements and print ads to raise awareness.

“Research shows that many parents of young children are generally unaware of autism,” said the Ad Council. “This campaign seeks to educate parents about the growing rate of autism in this country and to ultimately increase the level of early detection.”

Toni Braxton’s “Learn the Signs” ad compares the odds of a child growing up to sell millions of records to the odds a child will be diagnosed with autism. The results: one in 15 million will be as successful as Toni Braxton while one in 110 children will be diagnosed with autism.

Professional golfer Ernie Els, former NFL player Rodney Peete, the Jonas Brothers, Chace Crawford, Jordin Sparks, Fall Out Boy, Marishka Hargitay and other celebrities sponsor Autism Speaks ads to encourage parents to learn the signs of autism, increasing awareness nationwide.

According to Marnane, the campaign “continues to be our strongest campaign having garnered over $210 million in donated media and is credited with raising autism awareness 43 percent.”

Autism Speaks to the public

Although the “Learn the Signs” campaign remains the most popular campaign, Autism Speaks uses many other tools to raise autism awareness.

The Web site’s blog connects with families by providing the latest information on research and autism in the news. Some posts provide a support system with personal blogs from members of the organization struggling with autism to place a face and a voice with the disorder.

Facebook, Twitter and YouTube raise awareness and generate discussion online every day. When Autism Speaks announced a new cartoon character involved in the awareness campaign on Facebook, the post boasted 800 “likes” within one hour. On April 2, World Autism Awareness Day, Autism Speaks posted pictures of people wearing blue to show support, skyscrapers lighting their structures blue and autism in the news. The organization’s YouTube channel offers insight for families struggling with autism and for parents who want to learn the signs.

Walk Now for Autism, a fundraising walk, is one of the most successful tools for autism awareness. Volunteer-driven walks raise money across the country, and more than 80 walks are held every year.

Other PR initiatives for autism awareness include spots on national news stations, articles in magazines, celebrity endorsements on television shows and even a partnership for an episode of NBC’s new show Parenthood, where one family is struggling with their son’s diagnosis. Autism Speaks holds community events, galas and concerts to raise awareness. The most recent concert included performances by Jerry Seinfeld and Bruce Springsteen. Rice Krispies boxes hit the shelves explaining the signs of autism, and Starbucks printed coffee cups with a message from Autism Speaks. Oprah dedicated an entire show to autism awareness, and the United Nations declared April 2 World Autism Awareness Day. Other initiatives include pushing legislation through Congress to prevent health insurance discrimination for children with autism.

Autism Speaks uses public relations to give autism a voice. The “Learn the Signs” campaign makes the likelihood of having a child with autism seem real. Without the Ad Council campaign, social media tools and other PR tactics, many parents could watch their children grow up with the developmental disorder and never know how or when to get help.

Learning the signs of autism is easy. Autismspeaks.org offers resources for detecting the signs of autism. iPhone/iPod applications offer checklists of the signs of autism for parents who think their child may have ASD. If children show at least six of the signs, parents should take their children to a specialist to determine if their child has autism.

Do you know the signs of autism? Have you seen the “Learn the Signs” PSAs on television? How effective do you think the PSAs are in spreading autism awareness?

by Haley Barr

Living in a beauty-driven society, it’s no secret the cosmetic industry is constantly introducing new and innovative products to improve the appearance of women across the globe. Like other businesses and organizations, it is essential for cosmetic companies to utilize PR to build and maintain relationships with consumers.

Even though the overall definition of PR stays the same, the tactics differ for the cosmetic industry. Cosmetic companies take building relationships to the next level by connecting with customers on a more personal level.

Employee passion unites customers
Bare Escentuals is a cosmetic line with products meant to make a positive impact on women’s lives through fun and versatile products that are healthy for the skin, said Nada Antoun, Bare Escentuals public relations manager.

PR is a necessity for BE because new and innovative products are constantly brought to the table, said Antoun. Therefore, brand awareness and exposure are required. In Antoun’s personal experience, she has found that the success of a PR department is defined by the company, rather than the industry; and with support from the executive team, the opportunities are endless.

The BE team uses guerrilla and experimental marketing to reach its target audience. “This generally includes sampling, street-team events, the occasional billboard and a strong, targeted online marketing strategy,” said Antoun. “As of late, campaign messaging has been cheeky and thought-provoking, which is always fun. Also, we love to provide experiences for the customer, which often include make-unders and the opportunity to visit with Leslie Blodgett, our fearless leader.”

Although the marketing tactics are a huge part of the brand’s success, the team truly aims to connect with its customers. According to Antoun, the BE brand is unique because the employees are passionate about the products, and they have personal stories to tell about how the products have changed lives. By creating close relationships, the employees can relate and connect with customers on a personal level.

The team uses Facebook to communicate with its fan base, e-mail to communicate with its customers and is always accessible in the office, said Antoun.

The relationship that customers have developed with CEO Leslie Blodgett is a huge part of the brand’s success.

“She’s been an integral part of the company for over 15 years and has binders upon binders of letters she’s received from customers sharing their experiences with the brand,” said Antoun. “Leslie often calls on customers for advice with regard to new product innovation or ideas for charitable events and programs. They are her extended family in more ways than one.”

It is clear that Bare Escentuals is more than a cosmetic line. The customers trust the BE brand because of the relationships that have been established.

Eco-friendly packaging creates bond
As the leader in earth-engineered beauty, tarte offers the widest selection of healthy cosmetics. The company’s mission is to prove that glamour can be good for you through the use of high-performance naturals. The brand also uses eco-friendly packaging, sustainable resources, charitable partnerships and customer recycling initiatives to help reduce environmental waste, said Kristin Pehush, tarte public relations assistant.

PR is a necessity for tarte because it is the voice of the company. “For instance, a beauty brand would want members of the media to actually try the product being pitched,” said Pehush. “That company would provide the media with press samples for review in magazines, Web sites, YouTube videos, etc.”

In order to reach its target audience, the tarte team develops customized PR plans for the media, celebrity makeup artists and other influencers. Through product launch releases and personalized pitches, the company offers the media a story about the tarte brand.

The company maintains relationships with its customers through its Twitter account, Facebook page, YouTube channel, blog and vlog.

“It’s important that we keep the lines of communication open,” said Pehush. “We value our relationships with our consumers — they make us aware of issues and provide us with valuable feedback.”

With a brand that is good for the skin and environment, it’s no surprise that tarte is successful in maintaining relationships with its consumers.

Social media generates relationships and low prices
A cosmetic company with a different approach is e.l.f. cosmetics, eyes lips face. According to an interview between Brandweek and Ted Rubin, e.l.f. chief marketing officer, the cosmetic company does zero traditional advertising and uses social media instead. The PR tool has allowed e.l.f. to sell its products for as low as $1.

“It’s more than a philosophy, it’s part of our business model and part of what allows us to sell products at the prices we do,” said Rubin in the Brandweek interview. “So it’s not just a philosophy and the reason I point that out is I work with a lot of bloggers, and as bloggers are getting more sophisticated and are earning money from certain brands, they come to me for sponsorships and things and I can legitimately tell them that I can’t do it. It’s not that we don’t want to do it or we don’t want to spend the money there, it’s just not the way we operate."

The company is able to maintain relationships with customers through Facebook and Twitter; and it uses e-mail to offer special incentives and to announce new products.

In order for the cosmetic industry to create brand awareness for new products and establish relationships with customers, certain PR tactics are a must. Sustaining personal relationships appears to instill trust within customers and, in turn, create brand loyalty.

As long as cosmetic companies maintain relationships with customers, does it really matter how it’s accomplished?

Photo by Caroline Beard

by John Paul Bruno

With the economy in its current condition, many Americans feel the need to cut back on expenses and save money. While this is an excellent idea, nonprofit organizations across the country rely on sponsorship, donations and grants to stay in business and better the community. PR has become a major resource for these organizations to stay in touch with the community as well as promote their cause or service. To maintain economic stability, some nonprofits are making great use of PR tactics instead of spending large amounts of money on advertising costs.

Nonprofits are not only competing for donors, but also are in competition with disaster relief efforts with the recent earthquakes in Haiti and Chile. These efforts are affecting nonprofits, especially smaller ones, by taking away smaller donations that bring in extra income.

The Theatre in the Park, located in Shawnee, Kan., is a nonprofit theatre organization whose mission is “to enhance the quality of life in our community by providing a variety of entertainment programs in a park setting through public and private partnerships.” As a smaller nonprofit, The Theatre in the Park relies tremendously on the generosity of the community. Maria Tapia-Belsito, marketing and development coordinator, has noticed a decline in donations since the recession began.

“It is more challenging than ever to get sponsors for our program, and it is difficult to renew sponsorship,” said Tapia-Belsito. “We need to work harder to get the same amount of results.”

Being a smaller nonprofit, TTIP uses PR strategies to maintain financial support. “We are being creative with our marketing budget, which is very limited, and we are relying more than ever on trade agreements with local newspapers and magazines, as well as other theatre companies,” said Tapia-Belsito.

TTIP also noticed changes with donations due to current natural disasters. “Many of our past donors have decreased their funding as they are contributing to catastrophic world issues, such as Haiti, or pressing local issues,” said Tapia-Belsito.

While some organizations have seen major decreases in donations, others are maintaining donations through new strategies.

Parent Advocates Down Syndrome, a nonprofit located in central Alabama, “believes individuals with Down syndrome will excel, discover a hopeful future and enjoy life in an inclusive and supportive community.” This organization relies heavily on generous donations in order to promote awareness and acceptance of individuals with Down syndrome.

Recently, PADS found that by using new strategies for promoting its events, it is consistent in receiving donations. Sue Tolle, executive director, said, “We have done something new this year. We have been cluster advertising, which means we send out an announcement for a specific event and mention other upcoming events for the organization.”

Through this new strategy, they managed to avoid any monetary loss and actually received more donations. “We have received an increase in smaller donations this year, but there has been a decrease in larger donations,” said Tolle. “By advertising earlier for events, people are able to plan out when they are able to donate to our organization.”

PADS has also been making good use of local and free advertising, which gives more money to the organization and less to advertising. “We have been using all sorts of free publications this year,” said Tolle. “We are even using publications that don’t necessarily apply to our cause and it seems to be working well.”

PADS has not seen any decrease in donations due to the recent disasters in Haiti, which could be because they are ahead of the competition. During this time when people are constantly being asked for donations, publicity is key in keeping a solid base for donations, and PADS is taking full advantage.

Karen Jeffreys recently wrote an article in The Nonprofit Quarterly that outlines her experience with communications working at Rhode Island Coalition Against Domestic Violence. She stated, “Some organizations are fortunate to have a dedicated communications staff. It is important to remember, however, that an organization communicates with broader publics through thousands of daily encounters — e-mail, faxes, phone calls, face-to-face conversations, meetings, letters, meeting minutes, and legislative alerts. Every organization member and staff person is a communicator, not just the official communications staff.”

By taking advantage of PR personnel, nonprofit organizations are able to save money and continue to allow themselves to be heard in the community. Using tactics such as press releases, newsletters and special events, nonprofits can still maintain their image without spending money that could be used for day-to-day operations.

How can companies and organizations benefit from using PR during the current recession?

by Scott Young

Economic turmoil causes organizations of all sizes to seek immediate relief from economic burdens that threaten their very existence. Executives find themselves wondering what is essential for their organizations to survive. They may be faced with tough decisions about whether or not to lay off employees. They may be tempted to ignore social responsibilities or pretend issues regarding reputation management involving community relationships between the organization and its stakeholders are nonexistent. Unable to see tangible connections between public relations and the financial stability of their organizations, some executives choose to downsize their PR staff.

Organizations interested in improving their reputations and relationships understand the importance of utilizing public relations in their everyday operations. By following ethical guidelines, building lasting relationships through community stewardship and listening to stakeholder needs, organizations are able to accomplish reputation management. Even though concerned organizations feel public relations is important, does economic hardship affect the importance of organizational public relations in the minds of executive decision makers?

In an early 2009 article published by the Boston Business Journal, Lisa van der Pool noted how PR professionals in the Boston area have experienced job cuts in recent years. “Nationally, public relations spending has been growing in recent years, although that growth slowed in 2008,” said van der Pool. “PR spending grew an estimated 10 percent in 2008 to $4.7 billion, compared with a 12 percent growth rate in 2007.” According to the article, in-house PR professionals as well as those working for outside agencies have experienced job cuts; however, it is possible to attribute increased PR spending to the trend of organizations using outside agencies more than in-house PR departments. In a recent Journalist blog post, Jeremy Porter noted how PR spending has continually increased in 2008 and 2009 through services like word-of-mouth marketing and social networking. While these trends support a growth in PR, it is limited mostly to agency-related PR.

Reductions in PR staff and resources force PR professionals to seek cost-efficient alternatives to promote their client or organization. Rapid development in social media has affected the way organizations interact with their publics, opening up two-way communication that can foster long-term brand loyalty. However, many PR agencies report requests by client organizations for nothing but social media marketing. While social media marketing is important to organizations, reputation management still depends on more traditional facets of PR, like media relations, community relations and crisis management. While social media can enhance these efforts, certain situations still require organizations to provide a face with the message.

A successful organization incorporates public relations initiatives into its daily operations at all levels, including the executive level. By implementing solid communication plans tied to the organization’s long-term business goals, the executives and their PR staff are able to keep a finger on the pulse of the organization and the reputation management issues it faces.

Outside agency vs. In-house

For those organizations that understand the importance of ongoing reputation management, the choice is not whether to eliminate PR from their daily operations but whether to use in-house PR departments or outside agencies. Julie Bonn Heath, founder of Julie Bonn Heath Marketing & PR, believes organizations and their public relations personnel have been greatly affected by economic hardships. Named one of the “Top 60 PR Peeps to Follow on Twitter” by Social Media Today, Heath explained in a recent interview the difficulties executives face when low budgets force cuts in personnel. She said many executive staff members prefer in-house PR because it is usually cheaper for the organization.

While in-house PR is often cheaper, Heath said in-house PR professionals often lack experience in working with the media. Outside agencies tend to have better media relationships. Heath said, “Outside firms can allow the company to benefit from the relationships of the agency, including relationships that involve other PR agencies. The level of experience the organization can gain by using an outside firm can be unlimited.”

Heath believes that public relations, whether the organization uses in-house PR or an outside agency, is now more important than ever. “In a recession, companies seem to cut their marketing budgets first,” said Heath. “In fact, companies should increase their budget. It is even more important to brand a name and become the choice of the consumer in today’s market.”

Consumers today have to budget their shrinking expendable incomes more because of a struggling economy. This makes today’s consumers very picky purchasers. Heath believes companies who budget more money for PR will stand out from their competition. With so many choices, where will your company be?

Combine your efforts for maximum potential

For some organizations, a combination of both in-house and outside agencies to handle the PR efforts of the organization works best. This allows internal PR professionals to handle marketing through social networking and events while the outside agency works closely with the media. Using a combination of PR efforts can save organizations money by reducing the number of PR staff employed. Companies can employ one person to handle daily public relations and utilize the endless benefits from using an outside agency only when necessary.

Ronn Torossian, CEO of 5WPR, recently posted a blog about some differences between in-house PR and agency PR. He believes students and recent graduates need to know how each type of PR functions. It is equally important for top executives to know the differences. PR is very broad and can offer a variety of choices. Depending on whether the focus of the organization involves in-house PR or services from an outside agency, top executives must decide how the organization will communicate with stakeholders. Executives who arm themselves with this knowledge have a better chance of surviving in a struggling economy. While one effort may work best for an organization at one particular time, situations can change very rapidly in the business world. Now more than ever, it is important to know your publics. Companies can’t rely on family traditions in the marketplace anymore. Consumers seek the best anticipated value.

Good news for PR

According to the Bureau of Labor Statistics, public relations employment is expected to grow more than 24 percent from 2008 to 2018. The site also predicts many organizations will choose to utilize outside firms instead of in-house PR professionals. The cost of an in-house staff may or may not be comparable to the cost of hiring an outside PR agency; every situation is different. Whether your organization chooses to use an in-house PR department, an outside agency or a combination, the important thing to remember is reputation is everything. Good news travels fast but bad news travels faster. Have a plan in place to handle all of your PR needs by incorporating communication into top management and utilizing PR professionals who are most beneficial to your organization’s survival.

What type of PR practice do you think is more important -- in-house PR or outside agency PR?