One of the central goals of PR is simple: create relevant news that resonates with your target audience and so benefits your brand. Good storytelling helps, but turning it into good PR requires a variety of tactics, and when done well it can build brand, trust and drive commercial impact.
In recent years, PR has been leveraged to support search engine visibility goals, a logical progression of the discipline when we consider where PR sits within the modern customer journey. For PR teams, this is another string to the bow of benefits it can offer as a service - a powerful tool within the marketing mix that can promise to drive bottom-line impact and influence consumer perceptions.
The relationship between PRs and journalists remains symbiotic: PRs need journalists and their platforms for coverage, and journalists need PRs for some stories and access to resources. Let's not forget this in turn drives revenue through readership and engagement.
Part of what a journalist does is acts as a gatekeeper to their publication. This responsibility cannot be understated if their readers are to view a publication's news as a trusted source of information. Fact-checking, ensuring accuracy, and critically reviewing sources are all important elements of this role.
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