The most effective public relations start with strategy — sound thinking that considers all of the available avenues for reaching the right audiences at the right time with the right messages.
Traditional media has changed dramatically, with more competition for fewer coverage opportunities making knowledge of the media landscape and targeted pitching ever more important. Digital media, through the creation, curation and sharing of content, adds a never-before-seen opportunity to target with pinpoint precision, as well as an element of message control not available through traditional earned media placements. Social media provides an opportunity to connect directly with consumers, customers and colleagues, participating in conversation, sharing expertise, information and opinions. But earned media is still important—and our media relations skills are foundational to our ability to reach different audiences, critical in today’s 24/7 world.