The media continues to be the gatekeeper for the coverage PR pros and clients desire, and creating pitches, releases and other content that is attention-grabbing and newsworthy will be continue to be vital for the public relations industry. For PR veterans, media relations will likely continue to hold an important place in their media strategy. However, for newcomers to PR, the practice of traditional media relations may seem outdated but they soon may discover its value, despite the influx of digital media. Producing newsworthy content and maintaining relationships with the media are both integral parts of media strategies, and when done well, can produce valuable, effective and desired placements.
2013 hosted a variety of crises (take a look at our list of the worst), the last major incident being Target’s system breach, which led to the sharing of credit card information for millions of shoppers. In the early weeks of 2014, New Jersey Governor Chris Christie found himself in hot water due to the “Bridgegate” scandal. Both crises have gained national attention, and with reputations at stake, both require major public relations TLC. Whether it’s on behalf of an international corporation or a political figure, good public relations is invaluable in crisis situations, and crisis expertise can greatly impact future outcomes.
In keeping with the popular “listicle” trend, this week’s Friday Five offers a variety of lists with helpful material perfectly suited for public relations professionals. With easy readability and sharing, lists have taken the internet by storm and have become a go-to source of information. From defending the value of traditional media to content marketing, the lists featured this week offer insight to the latest trends, important public relations skills and more.
Global governance gaps and the rise of ‘private politics’—Five things that PR professionals need to know
Managing reputational and political risk has long been the task of corporate communication professionals, but the task has gotten more complex as commerce has become increasingly global. With individual governments proving increasingly unable or unwilling to regulate global commerce, private politics—actions by private interests such as activists and NGOs that seek to rein in business practices deemed outside the public interest—has emerged as a powerful force.
Looking forward into 2014, it’s almost certain that social media will continue to have a strong presence in public relations strategy. With many lessons learned in 2013, the upcoming year shows promise for effective and creative social media in the year to come. The past year has offered many opportunities to develop and improve best practices, and also offers great ideas for the creation of online media strategies. By combining what was learned in 2013 with new ideas in the new year, social media will continue to lend itself as a great resource to public relations.
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PRSAY is a forum for PRSA members and other public relations professionals to engage in a dialogue with PRSA leaders, exchange viewpoints, and share perspectives on issues of concern to the Society and the public relations industry as a whole. The views and opinions expressed here are those of the authors and do not necessarily reflect the official policies or positions of PRSA.