PR - More Than News Releases

Public relations and news releases are synonymous in the minds of some. Because the media relations aspect of PR is so "public", the PR discipline often is narrowly defined by this tactic. PR is much more than cranking out positive client fodder for the media.

My definition: PR is developing, managing and maintaining relationships with any audience that can affect your organization.

Edward Bernays, the father of PR and the nephew of Sigmund Freud, takes his definition into the social science realm. (Well, what did you expect from Sigmund Freud's nephew?) He advised clients on the social attitudes and actions to take in order to garner the support of audiences critical for success.

Bernays counseled his clients to do something to interrupt the continuity of life in some way to bring about the appropriate media and public response. Typically, these "interruptions" were done in such a way as to leave no trace of Bernays or his client behind.

Consider this. In the 1920s Bernays melded corporate sales campaigns with popular social causes. As an agent for the American Tobacco Company, he convinced women's rights marchers in New York City to smoke Lucky Strike cigarettes as "Torches of Freedom." Unlike the Wizard of Oz, Bernays managed to stay concealed behind the curtain.

The problem I have with Bernays' definition of PR is in its manipulative aspect. I believe that true PR practitioners seek common ground upon which to build mutually beneficial relationships.

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

---

What Many PR Users Ignore

Simply that the behaviors of their most important outside audiences... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... Read More

Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter

Let's say you've called a reporter with some ideas for... Read More

Marketing-Minded Financial Planners Piggyback on Topic A to Get Free Publicity

That big story the media pursue each day is what... Read More

Dealing With Reporters in Your Small Business

It behooves you to know and remember the names of... Read More

Public Relations & Your Small Business

The practice of public relations is often misunderstood, thus overlooked... Read More

Submitting A Press Release Can Benefit Your Business

A Press Release is a captive story that can be... Read More

Media Release Headlines - Ten Tips to Get Media Attention

So you have spent hours and hours writing, shaping and... Read More

Is PR Right for You? 6 Questions to Ask

When most people think about marketing, they think advertising. While... Read More

Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries

Only two media in Spanish speaking countries offer RSS: the... Read More

What Is Best Practice Public Relations?

Why, public relations that stays true to its fundamental premise,... Read More

Attention Owners of Food Related Businesses: How to Get Publicity Any Time You Want

Attention: Who Else Wants To Get Publicity Whenever You Want... Read More

Franchise Work Vehicles Should Have a Flag on Them

If you own a franchise and have company vehicles, be... Read More

Dont Expect to Bump Oprah From A Magazine Cover

"I want a pony, a tree house and the fastest... Read More

Your Organization: What Role PR?

As a manager, does your current business, non-profit or association... Read More

What I Do

I believe this about public relations.People act on their own... Read More

Media Training: When Reporters Lie

I recently worked with a group dealing with an unusual... Read More

Managers: Can We Agree on This?

Your public relations effort really should involve more than press... Read More

Publicity - How To Get Your Story on Television

A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More

How To Make Time For Public Relations

"Don't say you don't have enough time. You have exactly... Read More

The Power of Radio - Tips for Great Radio Interviews

Many people are intimidated by radio interviews, whether live or... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and... Read More

There Is No Such Thing as Competition

A wise friend of mine has often said, "There is... Read More

The Increasing Power Of Publicity - And How It Can Benefit Your Business

The call came into my office and the voice on... Read More

How to Tap in to the Holiday Publicity Bonanza

If your product or service can be given as a... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

Managers: Paying for PR-Lite?

As a business, non-profit or association manager, your public relations... Read More

Right PR Empowers a Manager

Business, non-profit and association managers are in a stronger position... Read More

How to Make A Great Press Kit ? A Musicians Guide

As an owner of an independent record label, I often... Read More

Say What?

As the comedian Steve Martin once said, "some people have... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Passion with Purpose - The Winning Combination

The power of PassionPassion is an extraordinarily powerful spring. Without... Read More