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Thursday, March 23, 2017

Giving PR a new purpose

CONSUMER movements in discovering information, consuming them and sharing them have altered the hubs of power and authority from traditional PR media outlets to a combination of offline and online communicators, bloggers, web-site owners and social media-savvy publishers. PR, marketing and advertising are bonded practices.They work best in synergy. They...
In the good old days, business communication got through a lot of pitching armed with well-written and edited news releases sent either through snail mail or e-mail, or personally delivered to publications or broadcast networks by savvy media-relations people. Undoubtedly, the rapid rise of social media and difficult economic...
Part Two IN last week’s PR Matters, we featured the letter of Louisa C., a young professional who had been following our previous columns on PR trends. While she is not in the industry, she found the columns interesting, and wrote to find out how we can improve ourselves in...
Dear PR Matters, My friends and I have been following your past columns about PR trends in 2017 and I find these very helpful and industry even if we are not in the PR or advertising industry. For those not in the PR industry, can you give some tips on how...
DEAR PR Matters, Thank you for the series of columns on PR/marketing/social-media trends this year. These have been very enlightening and have been very helpful and inspiring for me. You see, I am currently working on my thesis with some other groupmates, and we would like to focus on public relations...
PUTTING together an entry to a PR competition may consume nonchargeable man-hours, but when done properly, it is worth all the time and energy you and your staff would devote to it. Among PR agencies and practitioners, winning a PR award is a much-coveted icing on the cake.  While one...
Dear PR Matters, I have been reading with much interest the last two articles in your column, which focused mainly on trends for 2017.  Having recently been assigned to handle the social-media aspect of our communications team, will it be possible for you to share some directions on social media...
PUBLIC relations (PR), as an industry, is growing. While the industry worldwide (as represented in the Holmes Report’s annual Global Top 250 report) only reported 5-percent growth in 2015, we are expected to continue growing. According to the first Global Communications Report, a comprehensive survey of more than 1,000...
ONE of the more interesting recent International Ipra Thought Leadership (ITL) essays published by the International Public Relations Association  (Ipra) for the benefit of its members is one written by Lisa Vallee-Smith entitled “Three years from now—trends for the 2020 communicator.” The author projects the changes she expects to...
ONE would think that public relations (PR), being involved in business and public affairs, is and should always be a serious preoccupation, and that the companies and the executives who lead them should always conduct themselves in a proper and formal manner. This is because if they did not...
Dear PR Matters, I work in the communications group of a medium-sized company, and have been tasked to assist in selecting gifts for top clients. These are people who have almost everything, and my boss would like to give them something memorable. I know this may be a last-minute thing, but...
THE mass media are probably the most important public that a PR professional has to deal with. Hence, a PR practitioner must know the media in his country—its general history, the various newspapers, radio, TV and digital-media organizations that comprise it, their key people, their respective editorial policies, and...
ONE of the benefits of membership in the International Public Relations Association (Ipra) is its Ipra Thought Leadership or ITL essay series sent to its members composed of leading senior public relation (PR) professionals. The ITL series is in line with one of the PR organization’s main missions, which...
Dear PR Matters, I am a communications student and am now beginning to work on our thesis with my group mates.  We are thinking of doing something on public relation (PR) as we think this is a profession that is still growing in our country and has a lot of...
Part Two IN last week’s column, we answered the letter of Pia C., who asked for guidelines about the relationship between millennials and print.  Is it true that many of this generation no longer read books or publications and seek only news from digital sources? In our reply, we shared an...
Part One   Dear PR Matters, I work in a corporate communications group of a medium-sized company and often hear my marketing colleagues say that the younger generation prefers digital news to print. With that, there is an ongoing debate of how much budget we should give to print. Should it be more...
  Dear PR Matters, I read with much interest your column on influencers and how to improve this type of marketing programs. Influencers as a marketing tool are everywhere.  In your opinion, what are the best types of influencers, and what is the best way we can utilize these for our...
Dear PR Matters, While my work is more on the admin and finance field, I often have a lot of discussion with my colleagues in marketing regarding our work. One of the topics we like to discuss is influencer marketing, which is on-trend right now.  While brand ambassadors or celebrity endorsers...
BEING nice is great public relations. You make people feel good, and it brings benefits to the corporate bottom line in all sorts of ways—from employee attraction and retention, to winning new clients, to producing a better product or service, and developing an admirable reputation. Linda Kaplan Thaler and Robin...
PUBLIC relations is a form of classic business storytelling. As PR professional Robbie Vorhaus said, “It is pure nonfiction. It is truth told in the precise same context as any other story form as movies, advertising and journalism.” Storytelling is essentially having a point of view or a central idea...