Presentation: PR and Media

Public Relations and the Media
Student Name
Institution Affiliation
Public Relations and the Media
For any organization prone to public scrutiny it is important to be aware of how the public views the products and services it offers. Firms with in need of public relations assistance either opt to handle PR issues internally while others outsource the services from dedicated PR firms. The following paper focuses on three PR companies utilized by organizations to manage their PR issues.
Edelman Inc., Burson-Marsteller and Ketchum Inc. are some of the leading PR giants and communication networks in America that have been hired by organizations for marketing, content creation, crisis management among others. Critical strengths related to these PR agencies is the earned media services whereby they promote individuals or companies through editorial coverage which is known as earned or free media, which comprises of stories that appear on magazines, newspapers, websites and T.V programs. Additionally, the publicists of these PR agencies are former journalists in various industries and have networks with other journalists and know effective ways to pitch stories to reporters and editors. Few stories make it to the front pages of leading dailies, but on several occasions, the PR agencies have assisted clients to increase recognition and visibility which can be attributed to a conducive media atmosphere created by the PR companies. (Dozier, Grunig & Grunig, 2013)
However, despite these strengths, there are areas that these PR companies need to improve on.

For instance, PR remains less understood marketing artillery that seems intangible to people outside the organization. Just like the agencies devise strategies for their clients to boost their public image, the PR companies need to create their strategies to make PR understood by adding value to what they do in the eyes of their potential clients and seize underselling themselves. One way of achieving this is through raising the profile of their work on social media The PR firms are experts in building and management of reputation, brand building and content marketing for other businesses and it’s high time they utilized the expertise and media networks to benefit their organizations (Cortado & Chalmeta, 2016). Furthermore, publications intended for public relations through the media mostly attract the attention of competition rather than potential clients. It is therefore vital that PR firms ensure that their clients come first by not releasing information that would benefit the competitors.
Media usage is a vital tool for public relations whose ultimate aim is to achieve media coverage without spending finances directly via adverts. The media places and pitches stories while building relationships which is a traditional role in media relations. Both private PR firms and in-house public relations handle any aspect of an individuals or organization’s media presence such as press releases and media presence. The media and public relations can be used for internal communication or between the public, other stakeholders and the organization to manage its reputation and connections. Both PR and the media have impacted on other areas like advertising, marketing, and public relations (Davis, 2013). For instance, in product placement and publicity in marketing, identifying a target audience and tailoring relevant messages in public communications, reputation or image management and brand creation in advertising.
In conclusion, public relations and strategic management are vital to any organization while developing policies in the best interests of the audience and the organization. Public relations maintain a positive image of both private and public companies and increase confidence in the firm on behalf of its public and key stakeholders (Smith, 2013).

References
Cortado, F. J., & Chalmeta, R. (2016). Use of social networks as a CSR communication tool. Cogent Business & Management, 3(1), 1187783.
Davis, A. (2013). Promotional cultures: The rise and spread of advertising, public relations, marketing and branding. Polity.
Dozier, D. M., Grunig, L. A., & Grunig, J. E. (2013). Manager’s guide to excellence in public relations and communication management. Routledge.
Smith, R. D. (2013). Strategic planning for public relations. Routledge.