Most reporters actually need the help of PR people to obtain facts, figures, background information and quotes for their stories. In order for journalists to do a good story, they need both factual information and quotes from people to provide perspective on the topic. Since just about every company has some sort of PR representation, the reporter must work through the PR person to get those facts and figures, as well as set up phone calls with key management for the quotes. The same process is repeated for magazines, television reporters, radio shows, and just about every form of media.
The name of the game is to help the reporter, not become a roadblock, for the story. And it’s important for the reporter to have the right information for their story.
Both PR and advertising work well when used together. People read the articles to get news on a variety of topics, ranging from politics, fashion, health to local events. And since they’re everywhere, a lot of people read the ads to find out the deals of the day. When you advertise, you tell people how great you are, but people know you are biased in saying that in your ad. In PR, someone else is telling people how great you are. With advertising, you pay a set price to run your ad in the paper, or on the radio/television. In PR, you call up a reporter and tell them about a great story they should write, with your help of course. So when that story gets printed or produced, the reporter talks about your company.
