Anybody who understands the importance of comprehensive marketing for better business also understands that Public Relations or PR exercises must be carried out regularly as part of the marketing strategy, hand in hand with advertising. This is important especially for those firms whose sales largely depend upon effective marketing.
The benefits of PR as a marketing tool are not hidden from those who have been in any form of business long enough. However, the effectiveness and results of any PR exercise largely depend on the capacity of the PR team, be it in house or through an agency and their capability to ensure maximum reach.

This article lists out 7 media that your PR team must cover when putting together a wholesome PR strategy to ensure maximum reach and greatest return on investment.

1. Newspapers- Print media is a significant PR avenue for any type of business. Newspapers particularly have a large readership and are thus capable of reaching millions of people across different demographics. A well written promotional article in a daily newspaper can do wonders for your business.

2. Magazines: It is a myth that magazines are read by women only. There are over a 100 monthly and fortnightly magazines and periodicals that are published and they span across categories. Some are for photography, some for hunting, some for gadgets, and some even focus on young children and new mothers. Depending on what the nature of your business is, you must ensure that your PR team taps all relevant magazines.

3. Social Media: The power and reach of Facebook and Twitter should not be under estimated as a PR tool. In today’s date, these media could turn out far more effective than your conventional print and TV media. With the advancement of the internet, it would be safe to say that anybody who knows how to work a computer is on Facebook and Twitter and probably even owns a blog.

4. Television- The audio visual element in television adds credibility to any story. Also it gives an opportunity to create buying interest amongst potential customers. Whatever your product is, make sure you use this visual medium to show the product’s best features and to garner interest by and large.

5. Online Media: Not to be confused with social, online media would involve relevant websites that feature latest launches of products and services. There are plenty of food only based websites or travel only websites or even websites that list social events happening in the city. Make sure your team is constantly in touch with these website content writers.

6. News wire agencies: News wire agencies disseminate Press releases and distribute press material to all possible media. Make sure your team sends all relevant information to all the leading news agencies in your state. In case you have missed any publications otherwise, this way you are sure that the news agency will be reaching them anyway and passing on your information.

7. Radio: Radio is a medium is perfect for out of the box tie-ups and PR promotions. Have your team brainstorm and come up with ideas to maximise exposure on Radio for your product. Make sure they use the medium as it can turn out to be extremely fruitful if done well.
Every media is important and a good PR team must ensure tapping each of them for maximum reach.

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