| PR agencies are being asked to question their public | | | | and foremost in the view of the public. As such, it is |
| relations campaign methods to determine 'what works | | | | suspected that public relations agency teams who are |
| and what doesn't'. As part of their continual growth | | | | failing to meet to discuss new methodologies on a |
| programme they should take stock of their working | | | | regular basis are, in many ways, setting themselves up |
| methodologies at regular intervals if they are to keep | | | | to fail. Collaborative working is required with any public |
| abreast of current and emerging trends in the world of | | | | relations agency, where the skills of the staff can be |
| effective public relations. | | | | shared and innovative thinking encouraged. Thinking |
| They are advised to look at the balance of using both | | | | outside of the 'box' will definitely be called for! |
| traditional and new core public relations skills when | | | | The public's awareness of the new methods used in |
| adopting and developing public relations programmes | | | | media PR continues to grow at an alarming rate and |
| for their clients. The use of online conversation by | | | | while many large companies opt for hard hitting TV |
| communication tools such as Twitter, Facebook and | | | | advertising, media public relations agencies should be |
| Qki should be investigated as an innovative way to | | | | fully aware of the multitudes of people who no longer |
| combine this with more traditional public relations | | | | spend their evenings and free time watching TV, |
| services. Embracing new media techniques to define | | | | instead they look to their pcs. It would be fool hardy for |
| organisations and brands are encouraged to help public | | | | any media public relations agencies to simply ignore this |
| relations agencies on step ahead of their competitors. | | | | fact. |
| Customers being represented by public relations | | | | In reality quite the opposite is true, they should be |
| agencies are all too aware of the latest techniques | | | | embracing the fact that other methods of media public |
| being used by their competitors and will, at the very | | | | relations can be far more cost effective and |
| least, be expecting to be offered the same or similar | | | | consistent over a longer period of time, more |
| media PR in their programmes. | | | | especially if the target audience is predominately |
| The balance of old and new services are encouraged, | | | | younger people. |
| and rather than 'throwing the baby out with the bath | | | | New media public relations methods are the way |
| water' public relations agencies should be looking to | | | | forward for all PR companies. As such, they should |
| make the most appropriate media choices to suit | | | | use their expertise in getting to know their client's |
| individual client needs. | | | | exact requirements and use a combination of old and |
| With the downturn in the economy businesses are | | | | new tactics to get their public relations messages seen |
| making cut backs in order to try and keep their heads | | | | to the largest number of target audiences they can, if |
| above water and stay in business, however, astute | | | | they want to boast a successful media PR campaigns |
| businesses are also realising the importance of | | | | which meets their client's expectations and beyond. |
| maintaining a high public profile in order to remain afloat | | | | |