|Identify Target Audience • Critical Needs • Marketing Message • Map Your Sales Process • Brand Identity • Traditional Advertising • Public Relations • Personal Selling|
Traditionally, Public Relations (PR) is the activity of letting media outlets know that you have a newsworthy story or event. If this is the case, and a print or broadcast outlet picks up and runs your story, the value of that coverage is many times that of an advertising message in that same publication. This is due to the increased credibility factor that being covered in a news article brings. When seeking print coverage you'll need to rework your content to make it a newsworthy item for the target audience of the publication. For a broadcast medium (radio and TV), you'll need to cultivate an authoritative and lively on-air presence.