This category solves the classically impossible question: “If a tree falls in the forest and no one is there to hear it, does it make a sound?”

Where was the forest’s PR team?  Did the tree have its own PR team?  The only thing that we can figure is that the tree and the forest didn’t want anybody to find out, so they kept it under wraps.  Kudos to them for running an efficient and effective crisis communications campaign and for keeping their client happy.

Media Relations is a specialty whereby PR professionals use creativity, research and relationships to get your story into the news.  It’s different from advertising because you are not paying astronomical fees.  More importantly, however, it offers a third-party endorsement from a credible source. 

For example, it’s great to show consumers and investors a colorful, driven and thoughtful ad your team put together that ran in Sunday’s New York Times.  Editorial coverage is more valuable though, because it draws new consumers in, keeps brand loyalists happy and lets investors know that they either made the right decision or should be jumping on board.  Press coverage also boosts staff morale and can be distributed easily via email distribution, RSS feeds, social networking sites and by word-of-mouth.  PR teams will build - or have - relationships with outlets throughout traditional and social media. 

Tools that PR teams use in media relations include: press releases, pitching, media alerts, tip sheets, by-lined articles, FAQ sheets, message points and backgrounders.  Many times all of these make up a “press kit.”

Before starting on your campaign, PR folk will run a media audit to learn more about you, your company, your competitors and your industry.  We will burn every end of every candle to ensure we are an expert in your field fast.   Additionally, PR teams will media train your executive team to guarantee that they’re proficient contributors to the media.

Happy Monday!  We’re going to make like a tree…and leave.

(Had to do it - sorry!)