We work as strategic partners with clients, learning about their business, creating a PR plan and develop key messages. If there is a product or service involved, our job is to create and build awareness. If there is the possibility of something bad happening, we work with clients to mitigate the damage. This doesn’t mean we try to whitewash a problem, rather we help them to find ways to respond in the best way.
There are a number of ways we work to accomplish these goals. As I mentioned earlier, we work with the media to get positive coverage. Many of us are former journalists and we have long-established relationships. We know what is a good news story and what isn’t.
We create content, whether it’s through blogs, ghost-written bylines or press releases. We respond to media inquiries and, when needed assist with crisis management. Some PR folks engage in social media, posting to client’s various Facebook, Twitter, LinkedIn and other accounts. We also look for opportunities to get our clients nominated for awards (which again leads to positive press), and some of us engage in event planning.
What we don’t do is work in a vacuum. When clients hire a PR firm, they should expect to work with them to develop those key messages, be available when interview opportunities come up and respond in a timely manner.
While we can never guarantee that our work will get our clients on the front page of the Wall Street Journal or New York Times, we can help to increase a client’s visibility, which in turn will help them to stand out above the competition and become top of mind when clients/customers are looking for their product or service.
Susan R. Miller is founder of Garton-Miller Media, a full-service, South Florida based public relations firm. Susan is a former journalist with more than 30 years of experience.
Garton-Miller Media is a full-service, South Florida-based public relations firm. Founder Susan R. Miller has 30 years of experience as a writer, journalist and PR professional.