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It's easy to think of Public Relations or Media Relations as mere publicity. Get a reporter to pay attention to your story or cover your event and you've done your job, many would argue.
Well, what's missing is what happens between press conferences or interviews. That's the time you can spend helping to educate reporters and producers. What can you do?
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 Fed Chairman Ben Bernanke Holding a press conference is not all that newsworthy for most high profile officials in government. But when Federal Reserve Chairman Ben Bernanke announces he will soon begin holding quarterly press conferences, it becomes news.
Traditionally, the Fed Chairman issues carefully scripted remarks in Congressional hearings or in a formal speech. Clarity is not always the goal. Reporters and the public are left reading between the lines and wondering just what was meant. So, here's what Bernanke should remember as he heads into his first formal press conference. Keep in mind, these tips apply to anyone who's about to face reporters.  A crisis is a bad time to start thinking about getting help from a media relations or public relations firm. The last thing you need is the extra burden of hiring a consultant while the media is knocking at your door.
So, why is it that that's exactly what happens? We've had several instances in the past year alone when we've been approached after the crisis has already emerged. We're glad to help, but it can be very difficult playing catch-up. Most people would probably agree that part of successful public relations is the ability to recognize PR opportunities as they occur. In other words, how quickly can you respond to the news?
But there may be an even more valuable attribute: the ability to anticipate the news. We tip our hat for this suggestion to Chicago Tribune columnist John McCarron who led a recent workshop (Writing to Make News) for Community Media Workshop in Chicago.  Apple's new iPad 2 seems to leave most analysts reasonably impressed. There are still a few technical issues that don't sit well with everyone (no USB port) and they didn't cut the price, but the new, sleeker tablet PCs will still probably fly off the shelves this spring. For a more detailed product review, click here.
The real question when it comes to public relations and media relations strategy is how to take advantage of it.  The start of a new month is always a good time to take stock and determine what are the events or areas of interest that could generate some media coverage for you during the next 31 days.
If you already have an annual calendar of events, you may have already been working ahead to prepare for the new month. If not, begin to think not only about your own schedule of events but the kinds of things the media may be set to follow this month that you can plan for now. |
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