I recently had a conversation with a friend who is hosting an exciting and innovative workshop for women. At the time, she had approximately three weeks left until the day of the workshop and only half of the amount of tickets she wanted to sell had been sold. She sent out announcements on facebook and distributed flyers at local businesses. She inquired about what other things could be done to get the word out. I immediately responded, "what about the traditional PR approach of distributing a press release, a calendar listing for local publications and a public service announcement for radio and possibly radio interviews." Since her outreach efforts had been primarily focused on social media, she hadn't thought about the traditional media approach.

Social media has given PR professionals and non PR folks alike a wonderful venue in which cast a wider net, so to speak, to get the word out about their product, service or event. However, technology, no matter the vast resources it provides, can't replace the one-on-one human connection we make with each other every day. Traditional PR is much like sales or donor relations. Yes, donors give to causes but often it is the person connected to the cause that make people want to open up their wallets. In the nonprofit world, the typical saying is 'people give to people,' particularly when large gifts are involved. In PR, the relationships you build with editors and reporters, often over the course of many years, is equally as valuable. If you have established a reputation with a reporter or editor as someone who consistently provides newsworthy information and someone they can rely on in a moments panic when material or a spokesperson is needed right away, they will easily and happily take your call and listen to what you have to propose the next time. New media technology can not replace that valuable human interaction and relationship building. What new media has done is opened up a fantastic avenue in which to further disseminate your message.

Just a note When it comes to messaging, if the material isn't compelling, it won't matter what avenue you use to distribute your information. If it isn't newsworthy, no one will pay attention. Be sure you have a solid message and remember that people still read the newspaper, listen to the radio, watch TV and their local cable station. Make sure your information is there too!

Ideas to utilize traditional PR Public relations typically entails establishing a message or set of messages about your product or service. To genuinely understand the public's perception of your product or service, you might first conduct a survey, hold a focus group or pull a few key influential people together to brainstorm with you. Once you have established your messages designed to connect with your audience, you will compose a press release including quotes from the company's CEO or a valuable and influential customer or client.

If it's an event, you might distribute a calendar listing outlining who, what, when, where and how of that particular event. This can be distributed to all publications that list events. To reach broadcast media, you can send the press release to the news director at the TV station; compile a 30 second or 60 second public service announcement (psa) to send to your local radio stations and inquire about interview opportunities. This effort requires work to find the appropriate publications and broadcast outlets that will use your information or cover your story. Once you have sent your information, you will need to follow up. It's not enough to assume your material has gone to the right person, that it has been received and it will be used. Editors, reporters and news directors receive hundreds, if not thousands of e-mail each day. Maintaining connection is key to the success of if and how your material is utilized.

Adra Darling is the principal of Impact Communications, a public-relations and marketing communications business that provides integrated marketing strategies, including new media, to build brand awareness for clients. For more information, call 603.867.2348 or e-mail: media025@yahoo.com.

For more articles by this author or articles on different topics visit the Applaud Women Library.