Defining Traditional and Modern Public Relations

Traditional definition of PR

Through public relations you can manage the spread of information between an organization, corporation or an individual that may include a business, government agencies or even non-profit organizationand their public.

PR is also called the strategic communication process that helps to build mutually beneficial relationships between your organization and its public both external and internal. Basically, it is the way to highlight your existence in the industry; otherwise you won’t get any customers.

Modern technologies, social media and new blogs, publications as well as influencers have been reshaping the PR landscape over the last few decades and so the definition of PR is also changed. Here is a little attempt to explain those changes.

What it used to be

Once, companies used to hire expensive PR professionals in order to do their publicity properly as well as to manage their public image. Access to gatekeepers involved years of relationship building that includes

• face-to-face communication,
• attending the same events
• Calling each other on a regular basis

Traditional media such as print news, television, and radio were the only medium for connecting with external publics. Businesses used to advertise their product or service through TV or print media, which was an expensive way to connect to masses.

Change

Internet has completely upended the public relations equation for all the parties involved. Gradually, the information has moved online that makes an organization able to put their business in front of large audience and to mold public opinion.Some effective and common online mediums are

• Online publications
• Blogs
• Podcasts
• Social media
• YouTube channels

There is no need to pay a large amount for hiring a high profile PR agency like Home and furnishing PR agency with excellent industry connections to cultivate a relationship with them and to place an advertisement.You can directly email a blogger for working out a promotion deal.Neither have you needed face-to-face communication for building relationships with influencers. Email is one of the many modern ways that makes you able to do PR for yourself with little expense.

New way of PR

Are you looking for the most relevant gatekeepers as well as journalists to pitch on your own? You can try social media and Google research and find out your desired names.

Various new tolls are there that helps you to uncover their email address so you can directly pitch to them and build relationships.

Finding relevant journalists

You can enter a general phrase such as peer to peer delivery and photo sharing, describing what your company does or else the name of a similar company.

For staff writer, you can add their full name and publication to a spreadsheet. For a contributor, who probably do not have an email address with that publication, you can go to their social media for finding out what is their company or personal site is. Finally, add their full name as well as that website to the spreadsheet.

Pitching the journalist what your company does is not sufficient. You need to feed them a story idea that helps them to quickly see its potential for serving their primary goal of educating and entertaining their audience. For more knowledge you can contact the Top PR Company in Mumbai.

Atul Chaudhary is Indian based professional blog writer.