Successful public relations will tell an organisation’s important stories in a dynamic, captivating and visual way.
However, achieving this can be a substantial challenge. The reason is the complex and evolving media environment. Media are now required to produce more news at a faster pace with less resources. Therefore, their demand for great quality content that can be used across multiple platforms should not be underestimated.
The challenge for public relations and why its endeavours often fail to deliver, is due to a lack of content, but also an understanding that the environment in which media operate has changed. Thus successful PR is no longer as simple as writing a story and pitching it to media.
Producing great quality content for use across all media platforms is what The Press Office does best. The content we develop is always well researched, balanced, intelligent and original. Moreover, we seek to illuminate these stories visually - in the form of video, infographics and presentations. This ensures it will be successfully shared across multiple media platforms.
To ensure that we deliver on what we promise our clients The Press Office knows that there are four elements that are critical to success.
“Success is in the planning”
therefore a critical element is a well-researched and measurable strategy/plan.
Excellent writing that is highly attractive to media,
in particular editors who not only appreciate compelling stories, but the added benefit of journalism-quality content that can be used across multiple platforms.
Professional and well established relationships with media is vital
because we know and understand that journalists are swamped. In the complex media environment journalists now need to produce more news stories for use across multiple platforms. Therefore, trusted relationships with PR professionals has become increasingly important to journalists.
An in-depth understanding of current affairs
and how this affects our clients. None of the above is possible unless we know and understand our client’s business and what industry or broader issues effect their business. Additionally, and equally important is understanding what is driving media, what are the headlines and what are the current issues and conversations taking place that could impact our clients.
DIGITAL MEDIA HAS BECOME PART OF OUR LIVES AND WE CAN'T AVOID IT
But no one organisation is alike, so the challenge is how to integrate digital in a way that boosts your voice on critical issues and draws your target audience into a two-way conversation. Digital platforms that communicate the news are on the rise, but the discussions about what’s in the news is on social media. Facebook in particular has become a critical space for journalists, academics and social commentators to voice their opinions about the latest headlines. Thus, it is critical to understand this space.