Public Relations is often called "earned media," while advertising is called "paid media." PR is earned because you have to earn the media's attention and coverage. PR is story-telling, and every story needs a news hook to capture the media's interest.
With my background as a news reporter, I have skipped past hundreds of media releases because they did not treat me as the first audience. A PR release must meet a reporter's need for a good story. That means I won't write or submit a release that wastes a reporter's time.
In the past year, multiple clients have earned media coverage numerous times on four different Central Texas television news channels, four area newspapers, a couple of city magazines, a local radio station and with a local news blogger. Why? Because I worked with those clients to find newsworthy stories.
Good public relations can be focused on influencing external audience or internal audiences. Yes audiences can be potential new customers, clients or donors, but your audiences also include current customers, clients, donors, contractors, vendors, patients, students, parents, staff, volunteers, etc.
Adjusting your messages for each audience while holding fast to your brand is essential integrated marketing at its best.