Public Relations

A Two Way Digital Street
Like other forms of communications, the public relations profession is changing rapidly from messaging (a brand telling their story) to engaging (personal conversations). Gone are the days of one-way communications—writing and sending out press releases to a handful of reporters resulting in a clip book that PR people can show to bosses and clients. An effective public relations strategy in today's digital world must engage a brand's customers-current and future.

In order to be effective, brands must fuse new, innovative communications tactics with the tactics of the past. After many years of almost exclusive industry focus on traditional print media, the focus now is on social media, blogs, online news releases and other forms of web content. These make it possible for companies and organizations to communicate more quickly and directly with their constituencies. Keyword press releases are optimized to work harder on the web. Gaining favorable exposure and can link interested parties back to a company or organization website for more information.

Let's Look at the Big Picture
Jackson Marketing Group PR professionals focus on building and maintaining positive reputations for our clients with innovative integrated solutions. When planning public relations strategies for our clients, we take a holistic view of the online and traditional offline resources we have at our disposal to help establish and maintain relationships between our clients and the public's they serve. From our perspective, there are four key items that make public relations different from and complementary to all other forms of communication:

• Credibility & Trust – No other form of communication is as credible as PR. Why? Public relations relies on third party endorsement and let other, unbiased decision-makers tell your story for you.
• Value – Public relations provides the best Return on Investment than all other forms of communication. Sometimes, a simple phone call to an editor or an e-release can result in a story that reaches thousands of people and is worth tens of thousands of dollars.
• Perception – No other form of communication can help persuade and change public opinion better than strong public relations.
• Message Strength – Public Relations allows you to convey many of the things that you can’t communicate in an advertisement or on a billboard. It tells a much deeper and broader story that evokes emotion and addresses the values and attitudes of your audience.

The digital world has fundamentally changed the rules of public relations engagement. We can help you make the most of it.