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Market development describes a specific business growth strategy through which your company enters into a new market with an existing product or service. Expanding your business into new markets can be risky, but it can also be profitable. As with any business decision, planning is critical to the success of your new venture. more »
For the most part, advertising agencies are best known for the ads they place. But often, their public relations efforts are the most important function they play on behalf of their clients. Therefore, the relationships those agencies have with media outlets is worth its weight in gold. Here are ways for your advertising agency to... more »
Companies that want to be viewed in a positive light don't leave their images up to chance. Instead, they enlist the services of professional PR agents to help create a positive image and to raise awareness of their products, services and other relevant aspects of their businesses. more »
Media relations involves working with various media for the purpose of informing the public of an organizations mission, policies and practices in a positive, consistent and credible manner. Typically, this means coordinating directly with the people responsible for producing the news and features in the mass media. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising.
Many people use the terms public relations and media relations interchangeably; however, doing so is incorrect. Media relations refer to the relationship that a company or organization develops with journalists, while public relations extend that relationship beyond the media to the general public.
Dealing with the media presents unique challenges in that the news media cannot be controlled — they have ultimate control over whether stories pitched to them are of interest to their audiences. Because of this, ongoing relationships between an organization and the news media is vital. One way to ensure a positive working relationship with media personnel is to become deeply familiar with their "beats" and areas of interests. Media relations and public relations practitioners should read as many magazines, journals, newspapers, and blogs as possible, as they relate to ones practice.
Working with the media on the behalf of an organization allows for awareness of the entity to be raised as well as the ability to create an impact with a chosen audience. It allows access to both large and small target audiences and helps build public support and mobilizing public opinion for an organization.Jane, Johnston. Media Relations: Issues and Strategies. 1st ed. Sydney, Australia: Allen & Unwin Academic, 2008. This is all done through a wide range of media and can be used to encourage two-way communication.
Key elements of strategy-based media relations
* The media strategy is documented and implemented acco read more at » http://en.wikipedia.org/wiki/Media+relations
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