Getting the most from PR By Tina L. Pugliese

Getting the most from PR

By Tina L. Pugliese, APR, Pugliese Public Relations

tina pugliese Since public relations communicates your messages through the news media, all the power of the media is brought to bear when the public — the viewers, listeners, or readers you want to reach — l earn about your news.

This means high interest level, credibility, implied objectivity, and possibly implied endorsement by the journalist or publication reporting the information. There is also an urgency conveyed when news is reported in the media—and that news has the potential to reach an extremely large audience.

With exposure comes awareness. An important goal of public relations — I n any medium — is to make people aware of what your business or organization is, what it offers, and what it does.

Creating awareness for your organization is important for the development and utilization of its programs and initiatives. You must inform the public about what you offer and how you can meet their needs. Public relations is probably the most valuable tool in accomplishing this. A well-implemented public relations initiative will help present your organization's offerings to their best advantage.

Public relations also positions you to enter new marketplaces and exposes your programs to new audiences — all without the expense associated with an advertising program. A sustained public relations program allows you to ensure your programs are in front of appropriate decision-makers. This continuous flow of information creates a constant awareness and a constant influx of inquiries — especially when integrated with other powerful marketing communications tools such as brochures, articles and special events.

Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual — A Guide for Entrepreneurs. She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com. Her web site is www.PugliesePR.com.

Article excerpted from e-book, Public Relations Manual — A Guide for Entrepreneurs, by Tina L. Pugliese, APR.