Public Relations is the art of creating content with a strategy in place so it will be published in the media. The way the content is published should be attractive to a larger audience without having to spend a massive budget. PR is kind of hidden advertisement with corporate format news.
In the Media industry, there are a lot of interests that we have to take into account, such as political issues and beliefs, the trends, economic aspects… Easily explained: a media could write in a tone that corresponds to the supported political party; a media could not be publishing your content because you’re not investing in advertisement with them. Behind these agreements on the press, there’s as well a matter of personal professionalism.
I’ve been working closely to the News Agency (Agència Noticies Andorra) and the digital newspaper Ara.ad, being part of the content production team in the communication agency that was directly related to both of these agencies. Even though their close partnership, we found ourselves in these dilemmas all the time. I’ve experience the pressure that a media director felt when the owner of a client rang considering to withdraw the annual advertising on its newspaper; apparently, this makes them start a conversation about getting their corporative content published or not.
Now, I am the co-founder of a media platform myself. Ourgoodbrands aims to promote social entrepreneurs and brands that are sustainable, ethical and eco&social-conscious. We want to provide information to consumers about more sustainable living options through brands that are creating a real impact worldwide and contributing to social causes and the health of our planet. We invite brands with ethical standards to reach out to be featured and give them "that push they need". We are also starting to building a community of thoughtful bloggers willing to create a more positive impact between their own communities. Ourgoodbrands is definitely the place to go if you want to find ethical brands & social entrepreneurs changing the history of worlds' economy.
Finally, I would love to share with you a different experience in PR Marketing, while I was in the central marketing offices of the multinational New Yorker, in the fashion and clothing industry. While my apprentice in Germany, I had the opportunity to join the department of new openings and, during the second month, the communication department. The team here was made up of graphic designers, content writers, event organisers, and the national and international PR managers, with whom I had the pleasure to work with.
What I was asked to do is to prepare all the journalist kits with some gifts from the new accessory season of the show rooms they were attending through all over the world. On the other hand, we were shipping a range of outfits of the new seasons to the main fashion magazines under request.
Afterwards, we had to do the clipping all the New Yorker media presence and divide it by look book (photos coming out of the seasonal guide with all the new looks about to release), and what was coming from the original clothes that were photographed instead.
Only from the look book clipping in the last three months, the value of the media appearance was around 500.000€. The decision of spending resources on the design of the look book was definitely worth it.