When I first started in this business, and people asked me what I did for a living, I often explained that I helped journalists better understand my employer. That always seemed to be the most efficient way of articulating my day job. I’ve stopped doing that because it’s incomplete.
The reality is the description I was using fails to capture the full breadth of the communications function. The PESO model has emerged and positioned as a better example of explaining Public Relations. If you’re unfamiliar, and at the risk of oversimplifying it, here’s the concept:
Paid - Attracting attention through a financial investment, such as promoted social media posts and other sponsored content.
Earned - Where relationships with authoritative voices result in organic coverage and awareness - media, bloggers, analysts, or otherwise.
Shared - Social media content and storytelling.
Owned - Websites, blogs, intranets, and other channels that are often managed directly by the organization.
Some in this business have since proclaimed “the end of earned media as we know it” (more on this topic here). I don’t prescribe to the notion that media relations is dead, but I do agree that it’s common in some sectors not to look beyond media as a communications channel.
Why am I bringing this up? Because each launch campaign is a little different, and may require a different approach depending on the message, the audience, and the resources available.
A seasoned communications professional will be able to work with you to identify the core message and present options for reaching your audience. That may include a media relations campaign, but (as an example) consider employees as brand ambassadors. Are they getting your message? This article from MarketingProfs.com suggest there is a concern.
Similarly, your social channels allow you to explore your communications campaign from multiple angles while a company blog gives a voice to your organization’s leadership team on important industry issues.
It’s exciting times for those in communications, with a multitude of avenues available for organizations looking to connect with their audiences.
Have a communications campaign that could use some help? Contact me for a free consultation.