Public Relations is a way of creating content that will be published in the media, because it’s considered attractive to a larger audience and you won't have to designate a massive budget in media planning. 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 close to the News Agency (Agència Noticies Andorra http://www.ana.ad/) and the digital newspaper Ara.ad http://www.ara.ad/, and being part of the content production team in a communication agency; we found ourselves in these dilemmas all the time. I’ve experienced the pressure of a media director 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.
But this time I will explain my fullest 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 conformed by graphic designers, content writers, event organizers, the national and the international PR’s, 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 distinct clothing of the new season to the main fashion magazines under request.
And so the second part of the task was clipping all the New Yorker media appearances and divide it by look book (photos coming out of the annual guide the graphic designers prepared with all the new looks), 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.