It is about knowing how journalists work, their deadlines, their needs – and their pet peeves – in order to deliver to them what they need, when they need it. Doing so, builds up trust, an invaluable commodity.
How do people see you? How do they react when they hear your name? Public relations is about managing perceptions and making sure your reputation is good – and remains good.
Blogs can be a great way to get your messages out in an unfiltered way, to entertain your audience and to inform them of your success stories.
It’s not about getting to know people better – it’s about cementing your brand and getting your brand and key messages out to existing and new clients whether that means tweeting, liking or pinning.
You hope it never happens, but one day you may have a crisis on your hands that is going to impact your business unless handled quickly and sensitively by someone who understands how business works and how the media work.