Public Relations is one of those things that few people outside of the media understand. Which is a shame, because having an understanding of what PR is can help you get your news out to the people who would be most interested.
Whether you have created a fitness program that is really helping people with Multiple Sclerosis, a CBD oil that is actually curing dandruff, or absolutely any form of health or wellness idea that is about improving people’s lives, the hardest part can be helping people find out about its existence.
PR or Paid Advertising?
People often think the PR is a paid advertising service, like an advertorial or infomercial. However, what a public relations person or company does is take something that is of interest, that is newsworthy, and presents it to the media in a format that will make it very easy for the media firm to run a story. If you looking for a wellness PR in NYC talking to the right PR consultant can be the best way to help grow a natural audience and fan base.
There is no “kickback” to the PR person, they are getting paid by you to help you get ‘free’ press, to get organic media attention. The sort of story that a PR person might help get published could be about how your health center is attempting to break the world record for the longest continuous Zumba class, with all funds raised going towards establishing a safe temporary residence for young women. Or it could be something as simple as that you have redecorated your shop window in the colors of the French flag to celebrate Bastille day because your most popular product using French lavender as the primary ingredient.
Will The News Paper Publish It?
Maybe! Although a good PR person knows the sort of story that the media love to run, and how to present your story as news not simply an advertisement, that doesn’t guarantee that the media will run the story. If it is a ‘slow news day’, then you are pretty much guaranteed a story, and if it’s a very slow day you may even find yourself as front-page news. However, if the world wakes up to the news that the Queen of England has been implicated in a sex scandal, then your perfectly crafted PR story is probably going to find itself pushed to the last page, if not left out completely.
How To Go Beyond A Quick Story
Because fitness and wellness has become an immensely popular topic, if you can position yourself as the industry leader in your niche, you will become the go to person when the media need a comment. This is even more likely if you are either naturally gifted with dealing with the media (which is a very rare talent), have had media training (similar to most politicians and public figures get), or if you have hired an excellent public relations firm to act as the buffer between you and the media. https://www.thetelegram.com/opinion/columnists/media-training-101-politicians-be-prepared-135268/
Some people are under the impression that you must be available to the media yourself, however this isn’t always the case. A PR person who is looking after your interests can ensure that you are available to make comments to the media as needed, but they will also do their utmost to make sure that the way you are presented is in line with your company’s vision and philosophy. The media is notorious for offering half a quote if it confirms the position they are trying to show. Your PR person will ensure that the quote or comment you provide to the newspaper, radio station, or TV station is unlikely to be able to be misconstrued.
What About Modern Media?
Social media, blog platforms, podcasts; these are all under the umbrella of a more modern media. (Click here for the different types). They have replaced the traditional platforms as primary news sources for a large percentage of people. While they do work in a different method than traditional media, most PR people have a good grounding in how they also operate. Although most modern media platforms don’t require a press release to share new information, the standard press release format still provides all the information that they can need, and it will still be used well.
