Communicating Through the Media

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Known as the 4th Estate, the press has long provided outlets of mass communication to the public at large. Simple newspaper journalism evolved through the development of the photograph, wire services, and television. More change came with literally up-to-the-minute news of 24-hour cable news channels and the internet. Blogs, social media sites and texting are now major media outlets in which to communicate to the public. Today, the 4th Estate is more prevalent than ever, and utilization of these media is a must in today's business world.

Everyone and everything has a story. We tell that story through print production, messaging, and direct outreach to consumers, and the media is yet another way in which to communicate with your audiences. By building relationships with local media and those that are specific to your trade, you can expand your business breadth.

This form of communication is called "earned media" because you have to "earn" the story. Unlike marketing, you can't pay a journalist to write a story specifically about you, therefore it is essential to build relationships and establish trust. Journalists are independent thinkers who set out to write stories that are unbiased and fair assessments of a business. Thus, communicating consistently and appropriately with the 4th Estate is extremely advantageous when launching a product, spreading your message or trying to increase your target audience.

IF has recently begun offering Public Relations services for our clients. Our PR expert, Georgia Godfrey can you develop media strategies, craft communications and establish beneficial relationships with the 4th Estate.

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