The biggest mistake that CEO may make, defining his audience for PR-tasks (and PR-budget), is idea that PR is only about media. Insofar as PR mean relationships (public relations) with numerous different people, we can not define PR to be only relationships with journalists, or just with investors, or only with the government and officials. PR - it's always contact with the audience that you need for strategic development.
PR-tasks in different companies of different industries and institutions are different. When you need to build good reputation only in media community, if you need loyalty only from journalists, then your PR-manager is concentrated only on press-relationships. For instance, when you are a movie-star or science-fiction writer - then you are to focus on journalists.
But if you need to develop your relationships with your partners, and your contractors, and your investors, and local authorities, then the area of responsibility of your PR-specialist immediately becomes much wider. And media-audience is very important part of that area - but only one part.
From my interview for radio 'Finam-FM' (Moscow) full version in Russian is available on http://finam.fm/archive-view/5324/
I can tell you more - modern channels of communications can be much more efficient than newspapers and radio. Let's remember Russian meeting for honest elections on December. There were almost no any articles in traditional media (as most of them are controlled by Kremlin). Only few bloggers started the campaign and brought their messages correctly to more than 100 000 people. And journalists had to write about that, because they were put in situation of professional choice.
PR-tasks in different companies of different industries and institutions are different. When you need to build good reputation only in media community, if you need loyalty only from journalists, then your PR-manager is concentrated only on press-relationships. For instance, when you are a movie-star or science-fiction writer - then you are to focus on journalists.
But if you need to develop your relationships with your partners, and your contractors, and your investors, and local authorities, then the area of responsibility of your PR-specialist immediately becomes much wider. And media-audience is very important part of that area - but only one part.
From my interview for radio 'Finam-FM' (Moscow) full version in Russian is available on http://finam.fm/archive-view/5324/
I can tell you more - modern channels of communications can be much more efficient than newspapers and radio. Let's remember Russian meeting for honest elections on December. There were almost no any articles in traditional media (as most of them are controlled by Kremlin). Only few bloggers started the campaign and brought their messages correctly to more than 100 000 people. And journalists had to write about that, because they were put in situation of professional choice.
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