Q&A WITH…MediaWise’s Theresa Wiseman: The Power of PR
Posted: November 4th 2011 in General
Public relations, or PR, has played a major role in the success—and failure--of many businesses. Whether you have a new hire, are unveiling a new product or service, are celebrating an anniversary or donating time or money, every business has a story to tell. But many business owners are unsure about how to share that story, particularly in light of the dramatic changes wrought on the public relations landscape by emerging new media.
To help you better understand—and leverage--the power of PR, JigSaw sat down with industry expert Theresa Wiseman, president at MediaWise, Inc., who defines the importance of PR and the role it plays in your business.
Q: Why is PR so important to the success of not only large corporations but small businesses as well?
A: Public relations is reputation management. While advertising has its place in the communications mix, public relations facilitates third-party endorsement and is much harder to secure. A company placing advertising controls the message and outlet completely. A company trying to place a story cannot control what goes into a story. That is up to the reporter/editor. The public relations function is the same, regardless of whether it’s for a small business or a large corporation.
Q: With more people staying connected on the go with smart devices what do you think is now the best PR tool for small businesses?
A: Use a mix of traditional media and social media. Traditional media are not going away. I’m finding that they are getting stronger because they have embraced social media (particularly Facebook and Twitter). Print, in particular, is not going away, despite what some experts think.
Q: How has the role of PR changed?
A: Public relations is a strategic position in any organization. It goes beyond tactics. A business that treats the public relations function in that way will be successful with it clients and with the media.
Q: How do you stay current on the ever-changing industry trends in PR?
A: Staying on top of industry trends takes several forms. For print publications, I read those that are important to placing client stories, from mass market dailies and weeklies to specialized trade publications. Viewing television news outlets helps me stay on top of stories and angles being pursued in the broadcast industry. Ditto listening to radio programs that are important to my clients. Internet news sources are also important for me to monitor. Knowing what outlets are covering what stories—and by whom—keeps me informed about what’s happening in the industry.
Also, I attend professional development opportunities provided by associations to which I belong, like the Baltimore Public Relations Council. Often these meetings take place at news outlets, so I have the opportunity to meet the reporters and editors who make the decisions on what to cover—or not.
Q: What is the most valuable PR tip you would like to share with our blog readers?
Be informed. Know what is happening in the news cycle to get your news out in a timely manner.
Q: How can we integrate marketing strategies of blogging or other social media with PR?
A: In the words of the Nike campaign, “Just do it!”
To learn more, please visit www.mediawiseinc.com or contact Theresa directly at mediawise@comcast.net.
About Our Guest Expert:
Theresa Wiseman, president of Bel Air, Maryland-based MediaWise, Inc., brings more than 20 years of communications experience to her clients. She has placed stories in national, regional and local media including The New York Times, The Washington Post, Associated Press, The Sun, Baltimore Business Journal, The Daily Record, The Catholic Review, Baltimore Jewish Times, Catholic News Service, Capital News Service, NBC, CBS, ABC, FOX and numerous local television affiliates.
Founded in 2008, MediaWise, Inc., focuses on just one aspect of the public relations field—media relations. Theresa has always been happiest professionally when she focused solely on working with reporters and editors in securing media coverage. She learned that most clearly 16 years ago when she worked on the visit of Pope John Paul II to Baltimore, dealing with the more than 1,000 media (local, national and international) who descended on the city that day.
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