Many people out there have no idea what the profession of public relations actually entails.  They confuse it with advertising, promotions, or think that public relations is merely media relations. While media relations is a significant part of the field of public relations - the title of public relations says it all - in our profession, we get the message out to the public - very often through the media.  But other than traditional press releases, video news releases, there are other ways to get the word out.  There is, of course, posting things on the internet, satellite media tours…and writing  your own article and sending it out through a service like NAPS (North American Presis Syndicate) - these all open other avenues to get your message out there. 

In the technological age, it’s possible for us (publicists, or any of us) to have working relationships with people who we have never met, or even spoken to.  Email is a terrific way to communicate, and have a record of your communication.  But…it’s difficult to really get to know someone (journalists) if you have never spoken.  So, next time an email comes through from one of your regular contacts - pick up the phone and answer the email over the phone.  It will be memorable to both of you!

When we create media lists, the numbers of outlets may be overwhelming.  But consider that blanket blind copied emails may get less than a glance from those receiving them - or worse yet, end up in spam filters.  Make sure you spend the time personalizing your pitches.  In addition to knowing the outlet you are pitching, it helps to simply use you recipients name.  “Dear Jane” or “Dear John” goes a lot further than “Dear Editor.”  You just might see the results you are looking for!