226 lines
4.7 KiB
HTML
226 lines
4.7 KiB
HTML
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN">
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<HTML
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><HEAD
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><TITLE
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>The Benefits of a Public and Media Relations Program</TITLE
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><META
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NAME="GENERATOR"
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CONTENT="Modular DocBook HTML Stylesheet Version 1.7"><LINK
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REL="HOME"
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TITLE="Guide to Managing Media and Public Relations in the Linux Community
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"
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HREF="index.html"><LINK
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REL="UP"
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TITLE="Introduction"
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HREF="intro.html"><LINK
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REL="PREVIOUS"
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TITLE="What Public Relations Can Do"
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HREF="what_pr_can_do.html"><LINK
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REL="NEXT"
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TITLE="Public and Media Relations Planning"
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HREF="planning.html"></HEAD
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><BODY
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CLASS="section"
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BGCOLOR="#FFFFFF"
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TEXT="#000000"
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LINK="#0000FF"
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VLINK="#840084"
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ALINK="#0000FF"
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><DIV
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CLASS="NAVHEADER"
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><TABLE
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SUMMARY="Header navigation table"
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WIDTH="100%"
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BORDER="0"
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CELLPADDING="0"
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CELLSPACING="0"
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><TR
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><TH
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COLSPAN="3"
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ALIGN="center"
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>Guide to Managing Media and Public Relations in the Linux Community</TH
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></TR
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><TR
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><TD
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WIDTH="10%"
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ALIGN="left"
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VALIGN="bottom"
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><A
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HREF="what_pr_can_do.html"
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ACCESSKEY="P"
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>Prev</A
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></TD
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><TD
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WIDTH="80%"
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ALIGN="center"
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VALIGN="bottom"
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>Chapter 1. Introduction</TD
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><TD
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WIDTH="10%"
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ALIGN="right"
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VALIGN="bottom"
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><A
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HREF="planning.html"
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ACCESSKEY="N"
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>Next</A
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></TD
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></TR
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></TABLE
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><HR
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ALIGN="LEFT"
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WIDTH="100%"></DIV
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><DIV
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CLASS="section"
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><H1
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CLASS="section"
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><A
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NAME="AEN71"
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></A
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>1.5. The Benefits of a Public and Media Relations Program</H1
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><P
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>Public relations is vitally necessary, perhaps even
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critical, in today's competitive marketplace.
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There are many ways a sustained public relations program can
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benefit your organization:</P
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><P
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></P
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><UL
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><LI
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><P
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>Public relations should not be a <SPAN
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CLASS="QUOTE"
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>"we
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will do it if we have the time and resources"</SPAN
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>
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kind of effort. A sustained initiative can build your
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organization's profile in the news media
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and the local community.</P
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></LI
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><LI
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><P
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>Editorial coverage gives your organization better
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stakeholder attention compared to paid advertisements.</P
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></LI
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><LI
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><P
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>Editorial copy generated through effective public
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relations is far more believable and credible than paid
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advertising, due to media objectivity. Recent studies in
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North America suggest that positive editorial coverage
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generates up to nine times more visibility than paid
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advertising.</P
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></LI
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><LI
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><P
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>Public relations is an economical means of promoting
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your organization.</P
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></LI
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><LI
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><P
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>Regular and effective news releases can make your
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organization a <SPAN
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CLASS="QUOTE"
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>"news media
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source"</SPAN
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> on the state of Linux. It is critical to
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develop relationships with the news media in the same way it
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is a good idea to develop other kinds of friendships in the
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community. Writers and reporters are always looking for
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reliable and respected sources to quote.</P
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></LI
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><LI
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><P
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>Regular media exposure legitimizes your
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organization's work and enhances its
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reputation. There is a subtle but nonetheless real perception
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that mention in a newspaper or on television must be
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important. Media coverage communicates to the business
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community that your organization's qualifications and programs are
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worthy of <SPAN
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CLASS="QUOTE"
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>"a serious look."</SPAN
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></P
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></LI
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></UL
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><P
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>You must also be cautious when dealing with media outlets.
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Being overconfident or overly aggressive in trying to place
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stories with the news media can have damaging results. It is a
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lot easier to lose goodwill than to gain it back. The safest
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position is to understand what you are doing, work hard to
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accomplish predetermined and realistic goals, be courteous and
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respectful when dealing with your media contacts, and expect some
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disappointments along the way. After all, hard as you may try,
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the results of your public and news media relations initiatives
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are never predictable. But if planned and implemented correctly,
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the benefits are enormous. <A
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HREF="planning.html"
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>Chapter 2</A
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> explains how
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to determine what you really want to accomplish.</P
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></DIV
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><DIV
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CLASS="NAVFOOTER"
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><HR
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ALIGN="LEFT"
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WIDTH="100%"><TABLE
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SUMMARY="Footer navigation table"
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WIDTH="100%"
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BORDER="0"
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CELLPADDING="0"
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CELLSPACING="0"
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><TR
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><TD
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WIDTH="33%"
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ALIGN="left"
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VALIGN="top"
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><A
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HREF="what_pr_can_do.html"
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ACCESSKEY="P"
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>Prev</A
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></TD
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><TD
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WIDTH="34%"
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ALIGN="center"
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VALIGN="top"
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><A
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HREF="index.html"
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ACCESSKEY="H"
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>Home</A
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></TD
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><TD
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WIDTH="33%"
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ALIGN="right"
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VALIGN="top"
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><A
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HREF="planning.html"
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ACCESSKEY="N"
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>Next</A
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></TD
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></TR
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><TR
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><TD
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WIDTH="33%"
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ALIGN="left"
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VALIGN="top"
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>What Public Relations Can Do</TD
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><TD
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WIDTH="34%"
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ALIGN="center"
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VALIGN="top"
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><A
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HREF="intro.html"
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ACCESSKEY="U"
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>Up</A
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></TD
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><TD
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WIDTH="33%"
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ALIGN="right"
|
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VALIGN="top"
|
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>Public and Media Relations Planning</TD
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></TR
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></TABLE
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></DIV
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></BODY
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></HTML
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> |