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When attempting to identify a reputable PR agency, it is very important select a company which is compatible with your own corporate culture. For example, is the business young and vibrant, or have you got a more traditional, professional appeal? It is also useful to select an agency which has experience of working with a company in your field. It may be advantageous to work with a PR agency who can demonstrate skills and experience of working in your industry, although it is important to be aware of a conflict of interest.

Alternatively, should you have a very specific remit you intend to work with, it is a good plan to search for a specialist PR agency, who will have the detailed knowledge your PR project will be needing. Finally, it could be good to ask to see references or testimonials which relate to your circumstances, and can also demonstrate the timescale in which the PR agency handled the problem.

Consumer PR utilises a company’s existing marketing department in order to create a favourable public standing. According the University of Florida, consumer relations differs from marketing as the focus is not on selling a product or service. The main aim for consumer PR is to help to build relationships with both existing and potential customers. It can help to build a strong, positive company image.

Good PR is critical for all businesses, whether this is carried out in-house or by an independent PR agency. There are a great number of PR agencies available on the market, so you’re able to choose one that will best suit the image of your company.

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What PR companies love is when the article not only gets popular overnight, but when people are going on about it so much that critics start to appear and make crazy out of left field accusations about the advert, accusing it of animal cruelty or child labour, or promoting racism. Criticisms that are so clearly off the wall that they give the PR agency a field day in free advertising.

PR agencies just love a good advert. It gives them a lot of mileage, even when the press starts to get negative. In some ways PR companies love a good crisis to handle. Recording artists also benefit from the TV ad that goes viral. Suddenly everyone is searching for their music and their website gets inundated. They may have been a small time artists just breaking the scene, and suddenly their tour is sold out, all because they did a cover of an old song.

The secret of these ads is that they are not too overly idealistic. They contain just enough reality in them that people feel they can actually identify with them and then of course buy into the message. Homes are small, but comfortable, cars are basic, but run well, that sort of thing. No matter what the season, there is always an opportunity to produce an advert that will pull on heart strings.

PR agencies love a good TV advert. It really gives them something to play with. It not only shows on TV, but it then appears on the internet, and people start sharing it on their blogs and social networking sites and the whole thing just explodes all on its own.

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When the little boy in the advert bursts into his parents room on Christmas morning carrying a present he’s obviously excited about giving them, we are all touched because throughout the advert, we were lead to believe his tossing and turning and twitching and sighing were to do with looking forward to receiving presents of his own, and not about his anticipation of giving.

The twist had us all crying. As soon as the little boy woke up, and went flying past his pile of presents at the end of his bed into his closet, we suddenly knew what was going to happen. He slowly walks into his parents room, smile on his face, and present in hand, and his parents are touched and surprised all at once. All this of course to the lilting tones of a lovely soft female voice singing a cover version of “please please…let me get what I want”

The family in the advert was not living any sort of life of luxury. They portrayed the terrace house, slightly overcrowded, clutter scattered, simple meal complete with frozen peas. It was all very normal. Obviously trying to appeal to all of us, and especially those of us with families, who tend to spend more at Christmas.

The message of the advert was clear. John Lewis sells quality, as well as a quality living space, complete with quality family time. The PR agency once again could bask in the success of an advert that not only sells home wares, but home wares and clothing that comes with relationships and values attached.

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Of course times have changed, and people have changed, and the messages themselves may have changed and moved on considerably through the years, but the ability to see and understand the message, as well as get other people to see and understand the message is still essential, even though the tools have changed.

PR companies are often stressing the importance of putting together a message and organizing your objectives as they can only work with what they have. Even with tools like the internet, it is still so important to ensure your message is clear and that your audience can understand it

In many cases, the more simple the website, the higher it reaches on the search engines. Simple clean websites may look boring at first, but they look professional and as long as they have a clear message and the right information, they often fare better than larger more complicated websites that cost significantly more.

Large companies about to launch a new advertising campaign as well as small buisnesses just starting up wanting a bit of visibility both have the same needs and goals. To communicate and get people talking. Whether it’s via a website, a social networking site, a television ad, or an old fashioned placard, there is not much difference in the goals, just the method.

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Writing a News Release – How to

What is a News Release (or Press Release)?

A news release is simply a written statement for the media to pull information and facts from when reporting their story. The terms news release, press release and media release all carry the same meaning and purpose: They are created and issued when a business, organization or individual wants to make an announcement to the media.

What occasions are appropriate for issuing a news or press release?

Press releases are issued when a company or individual wants to make a major announcement. Examples of what might qualify the need for a news release include: announcing new products and services; a grand opening; company milestones; changes in personnel; recent awards; growth of an organization; etc.

News Release Best Practices

What is your angle? Ask yourself what makes this release news worthy? Is your news the first or largest of its kind? Is it an innovative new way of doing things? Is there something surprising or unexpected in your news? Establish that and you have your headline.

Use the 5W’s- (who, what, when, where, why). The 5W’s should all be stated within your first paragraph. The order of the five W’s can vary based on importance.

Quote(s): You will want to include at least one quote from a high-profile member of your organization related to the announcement. In the case of a university news release, appropriate sources for quotes would be: the Dean of the school, the student involved in the news, the head of the department that is involved in the news story, etc. The first quote should generally be towards the top of the news release with other quotes towards the end.

You are a resource: At the end of your news release, offer the media more details upon request, such as interviews, images, background materials, etc. Items such as images don’t need to be included in your news release. Simply include a note stating everything is available upon request works well. When sending photos, give clear direction to the media for photo captions and photo credits.

Press Release Structure:

The Headline:

Your headline should be in bold font, centered in the middle of the page and succinct. Including “For Immediate Release” is not necessary – it’s a dated PR practice for news releases that is no longer used. Just understand that when you send it, it’s released.

1. Dateline and the 5W’s: The city/date are listed before the paragraph begins. After the date should be the most important facts of your news, in the form of the 5 W’s.

Vancouver, BC – (DATE) – Vancouver PR agency XYZ Public Relations has acquiring 123 Marketing, making it Canada’s largest PR and Marketing agency. The company made the announcement today in a news conference held in Vancouver. The acquisition will be complete by Spring 2012.

2: Quote: Paragraph two is usually a good place for a speaker or representative quote. The quote should be reflective of the news and keep in mind that a quote is a good way for the company to plug in less factual content and more self-promotional content. It’s good to consider how the news makes the person leaving the quote feel.

Example: “This acquisition has been carefully considered for over a year and we are confident that this move will help us to better serve our clients and grow the brand,” said Joan Smith, CEO of XYZ Public Relations.

3 and 4: More background info: How this happened, why it matters, who it impacts or will impact and why readers should care.

5: Resources: Your release should end with a paragraph that offers the media more details upon request, such as: interviews, pictures, background materials, etc.

6: Boilerplate: Include information about the business. This can be a link, hyperlink, sentence or a longer paragraph.

7: Your Contact Info: Include: name, title and contact information.

James Anderson is a Vancouver public relations expert, who’s does PR consulting for various Vancouver PR agencies. For more information visit http://yulupr.tumblr.com/