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Public Relations & Advertising Tips For Executive Leaders
Almost any business or organization would benefit from getting the word out about its services and functions. This exposure
most often takes the form of either advertising or public relations. For executive leaders, exposure is a great opportunity
to spread the word not only about their business in general, but also for special events and innovations.
Choose which venue (advertising or public relations) is the most appropriate for your company’s situation. The simple
difference between the two is that advertising is paid for by your organization, while public relations is not. A manager
has more control over the content in advertising since this is a paid service. However, advertising is a message transmitted
by an organization to make it look good. Publicity from public relations, on the other hand, uses news media and the
press to get the word out. Therefore, a news article about a business is seen as less biased than an advertisement. The
downside, of course, is that Executive Leaders have less control over the content of said articles.
If you choose to go with public relations, cultivate solid relationships with the media. Acting as a third party, the
media can choose whether or not they want to publicize an organization in a news article and also how they would publicize
it. Research which publications or media would best reach your current and potential clients and foster professional
relationships with the editors of those publications. Today, "publications" can be anything from traditional
newspapers and magazines to blogs and multimedia platforms. Just as your company is your business, a publication is a
business for news media. Make sure that what you want to publicize is something the media wants to publish. After all,
it's free. Also, keep in mind that print publications may have space restrictions and all media, print, broadcast and
even internet publications have deadlines. Be sure to keep lines of communication open and respond promptly to media
inquiries.
Be consistent in your company's message. Whether in advertising or public relations, consistency is key in maintaining
a professional company image. This is especially important when trying to promote your organization. When approaching
the media or advertisers, be sure that you have the most complete and up-to-date version of the information you would
like publicized. Naturally, unforeseen events may arise that impact your message—if they do, make these changes as soon
as possible. Keep in mind that in print advertising, there may be additional costs if the ad has already gone to print.
Also, as mentioned before, the news media often have deadlines that may not be able to accommodate changes. Try to be
as consistent as possible in content and in tone when approaching multiple advertisers or the media. This gives your
company a solid reputation and makes it easier for advertisers and the media to work with you.
Every organization has a message or information that they will want to convey to their clients or the public. Good advertising
or public relations can improve a company's image and increase its business: finding the best way to accomplish this
is an invaluable skill for an Executive Leader to possess and should be cultivated.
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