PR as we know it has changed. Gone are the days of blasting press releases to every news wire in your repertoire. The good news is that social media enables you to tailor your message and target those interested in your story. In fact, according to Cision, reporters complain the number 1 reason for blacklisting PR pros is misdirected pitches…. Which begs the question, are you relevant?

First and foremost, the new PR model is about building relationships. Now you can engage reporters via blogs and bloggers during tradeshows. You can even retweet a broadcast journalist you’d like to build a relationship with. There are so many relevant ways in which to reach out, there’s no excuse for “junk mail.”

Here are some additional helpful hints:

• Send out fewer, more personalized, press releases
• Always include an introduction
• Be clear yet concise

Finally, if your release isn’t used, the connection will still be appreciated and remembered for the future.

Are you relevant?

With our world in a constant state of turmoil between wars, natural disasters and a recession, it’s difficult to find hope or focus on the positive. Oftentimes, however, it’s in the face of tragedy, we are given a unique opportunity to set our businesses apart; fortunately, for the victims of Japan’s recent devastation, I’m seeing companies across industries do just this.

It is this kind of self-effacing PR that presents a win-win situation to the company and community alike. So as not to make light of the circumstances, I would first like to say, my heart goes out to all the victims in Japan, New Zealand, Libya and the rest of the country, who are facing hard-times and loss. I also commend the companies stepping up and offering donations or proceeds to various charities helping to support the victims in crisis.

PR is on the rise according to this article in The Nation and is playing a more important role than ever. Now is the time to assess your public relations offering as it relates to your marketing strategy and make sure your team has what it takes.  So when the worst does happen, you can take the opportunity to make it better, for everyone.

Well, just ask Charlie Sheen – in the midst of his highly publicized downward spiral, he has accrued over a million followers on twitter, after signing up only yesterday… He’s also been on every talk show and broadcast imaginable.  I wouldn’t even be surprised if, by the end of this, he’s approached for his own reality TV show AND a movie deal!  ‘Intervention’ starring Lindsay Lohan and Charlie Sheen anyone?!  When it comes to Hollywood, one thing is certain – there’s no such thing as bad press.  But is the same true for business?  Moreover, can bad publicity actually be good?

On the one hand, no one wants to hear a negative review.  Automatically we assume the worst, bad press equals bad business…  We don’t want to visit a restaurant where Yelpers claim inedible food and slow service.  Then again, this is just one person’s opinion and social media gives EVERYONE the chance to be a critic.

Alternatively, a negative review, if responded to correctly, can be an opportunity to show a positive image of your brand.  Furthermore, leveraging social media can be the perfect channel to quickly react and respond to damaging feedback.  Good or bad your brand is buzz and, as in Hollywood, people are interested in redemption.  If you take to heart what your customers are saying and appropriately review, react and reassess, if necessary, bad publicity can actually be good.

So, monitor the media and when you do get a bad review, reverse it!  Turn crisis into opportunity by responding appropriately and using customer criticism as free PR.  Hooray for Hollywood!!!

Is social media an effective medium for distributing press releases? Ironically, to answer my own question, I sought the help of Twitter and Quora where I found some very interesting information on this topic.

First and foremost, social media should be used as a complement to, not a replacement for, the traditional press release; however, there are still some challenges to effectively distributing releases on social media:

1. Twitter is the preferred push medium for distributing press releases. Journalists found Facebook annoying but still saw email as the most effective means for distribution.
2. Use social media to build relationships. When used as a relationship-building platform, the case for social media seems to be strongest. Build relationships with journalists online, and then take business offline.
3. Tweet the actual link to the article, once the release has been converted to press, thereby proving yourself newsworthy and giving due credit to the reporter.

The rules aren’t hard and fast as of yet, but when it comes to social media – people typically dislike being pitched. So make your story engaging and your audience the general public, then… start spreading the news!

What are your thoughts on social media and press releases?

Too often we find ourselves caught up in the hustle and bustle of every day life… Rushing between appointments, hurrying to destinations, fast-forwarding through life without ever taking a moment to really take it all in.

I’d like to share an emotional experience that will hopefully remind us, we are all human. And even though the fast pace of life sends us speeding through without so much as a glance in the rear-view mirror, remember to slow down and appreciate life, one day at a time.

In the immortal words of Ralph Waldo Emerson, “Life is a journey, not a destination.”

Our CSO, Peter Quill, is on the board of Miracles for Kids, a non-profit organization that recently had the opportunity and privilege to grant Homero’s wish.