5. The Benefits of a Public and Media Relations Program

Public relations is vitally necessary, perhaps even critical, in today's competitive marketplace. There are many ways a sustained public relations program can benefit your organization:

You must also be cautious when dealing with media outlets. Being overconfident or overly aggressive in trying to place stories with the news media can have damaging results. It is a lot easier to lose goodwill than to gain it back. The safest position is to understand what you are doing, work hard to accomplish predetermined and realistic goals, be courteous and respectful when dealing with your media contacts, and expect some disappointments along the way. After all, hard as you may try, the results of your public and news media relations initiatives are never predictable. But if planned and implemented correctly, the benefits are enormous. Chapter 2, Public and Media Relations Planning explains how to determine what you really want to accomplish.