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Public Relations is not your Frenemy

January 31, 2014 | By | No Comments

As a PR executive with more than 25 years under my belt, I have seen PR make or break companies – from the Fortune 500 (the Tylenol scare comes to mind) to small tech startups who become rock stars overnight with that big win in a major publication. But there seems to be a fear that PR is “the frenemy.” That “thing” that poses as a friend but can – or will – take you down. But regardless of your size, PR can be your friend. Here’s how.

Make Contact

This isn’t as hard as it sounds. Back in the old days, you had to actually network at events (although that still helps), but now social media is at your fingertips to help you build relationships with the members of the press and bloggers. As near as your computer screen, these influencers are regularly tweeting, posting and blogging about what interests them and their topics of choice.

The best way to find them is to simply dive in and track on those hashtags that are aligned with your business, whether it be accounting or appliances – they are out there chatting about what’s going on in your industry.

Build Key Relationships

This isn’t as hard as it sounds. It’s really as simple as commenting on their posts and stating your opinion. In the social world, transparency and authenticity are the rule. Although keep in mind, you are building key relationships, and while it’s great to be controversial to an extent, you don’t want to be inflammatory.

Once you’ve built a relationship based on a conversation online, take it to the next level. Send a direct message or private email inviting them to chat on the phone or invite them to read your blog. You’d be surprised how many will accept your invitation as long as you have something worthwhile to say about your industry which leads to our next point…

Create Great Content

Posting and blogging about your sector is important – you do have a voice since you “live” in your space. You have a valid point of view, so remember this when creating content, be it videos, blogging or the like. Influencers in the media are always interested in what is happening on the “front lines.”


About the author


Brenda Christensen is the Director of Communications for Contatta. With over 25 years of high tech corporate communications and public relations experience, Brenda has successfully created and managed global messaging campaigns for such prestigious companies as Contatta, Nimble, Servoy, Secure Computing, Panda Software, Maximizer Software, GoldMine Software, NEC, DTK Computer, Wang Laboratories, Symplex Communications and General Motors Robotics.

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