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If you have news to share and want to secure feature stories in coveted media outlets, any PR person will tell you that the pitch is the single most important part of the media outreach process and often makes the difference between oodles of feature stories or no coverage at all.

For CEOs and subject matter experts who are looking for ways to increase awareness of their brand and become an authority in their field, writing and publishing articles is a fantastic way to share expertise, insights, and opinions.

When people think of PR, they often think about garnering media coverage and critical acclaim for a company or organization’s product or service. But as a company or organization grows, it is also important, if not expected, for the CEO or executive director to share the spotlight as the face of the brand. “Expert positioning” is a facet of an overall PR strategy that builds visibility, credibility, and recognition for the organization’s leadership and creates avenues to share their voice and vision within an industry.

What is the business challenge you hope PR will solve? PR can be an extremely effective tool for specific business challenges and for this reason, it should be an integral part of many brands’ marketing plans. However, being able to articulate the challenge and why you think PR can help solve that challenge is critical in order to gauge the success of the campaign.

Public relations can be a very powerful and valuable tool as part of an overall marketing strategy; however, it is important to have realistic expectations for your PR program.

The term “purpose-driven” has become a mainstream concept in the for-profit world and while these changes in corporate behavior are welcome, there is now a question of how to express brand purpose in an authentic manner. How do we continue to share stories of social impact when social impact itself has become “mainstream?”

Targeted ad campaigns and strategic placements certainly have a time and place in almost every marketing strategy and can be an effective tool to drive awareness. But with PR as part of the equation, advertising dollars can go further as ads help to reinforce PR messages.

What is responsible storytelling? In short, it refers to a mindful and empathetic approach to storytelling which balances both the needs of the organization and the individuals whom the organization serves.

Getting a spot on broadcast television is a big deal, you now have the opportunity to get your company and your mission in front of thousands of viewers. So how do you best prepare your spokesperson to make the most of local airtime?

Expanding your media network is a great way to continue strengthening your brand awareness. The key to a successful media relations strategy is to establish mutually beneficial relationships with those who can bring awareness to your brand.