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The practice of public relations is undergoing a monumental shift. The ever-evolving digital world is changing how we communicate. For many PR firms, keeping up with these changes can be a daunting task.

However, one thing in the PR industry remains the same. Simply put, it is about relationships.

Few leaders at PR agencies believe all they need to do is send out press releases or create social media content for their clients. Yes, a press release can be an integral part of any good public relations campaign. And yes, creating good social media content helps, too. However, creating lasting relationships with traditional media outlets and bloggers will take your media and public relations efforts to the next level.

Strong relationships have always been at the heart of good public relations. Here at MSR Communications, your story is our business. Today, with newsrooms shrinking, relationships are of the utmost importance in telling your story.

Do you think you are partnered with the right PR firm? Here are three helpful tips to keep in mind:

1. The right PR firm works their contacts and finds the right mediums and time to share their client’s news.

2. Whether it’s traditional or digital media outlets, your PR firm needs to understand your demographics and how to best reach your audience.

3. When PR firms pitch for new business, they always bring in their best people. Make sure they remain on your team when the works starts and you don’t fall victim to bait-and-switch tactics with less-experienced staff who may not have built the relationships needed to earn you media coverage.

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