BOSSY INC. 

Mass Media Marketing, Branding & Public Relations (PR) Firm

That’s one reason some PR professionals feel that a media relations specialist or “publicist” label is reductive and inaccurate. Another is the decline in traditional media outlets, which has made publicity placement more challenging, and the rise in “owned” media, or brand-created content.

Despite rumors of its decline, journalist relations remains a core PR skill and a critical part of what we deliver. There are fewer traditional journalists today than a decade ago, and social media has added an enormous dimension to the equation. Yet, the void has to some degree been filled by bloggers and other non-traditional creators of content. And the journalists who remain now have the potential for greater influence due to social sharing.

Media relations, with its desired outcome of earned media results, is still at the heart of marketing, branding & PR because of its perceived objectivity. A company blog about key industry issues, or an online newsroom with stories about employee successes are just two examples of effective branded content. Yet a similar story published in a major newspaper or respected online outlet can often offer greater credibility. 

“Earned” media and branded content should ideally work together in a comprehensive brand or Corporate Comunications Program.

At Bossy Inc. PR, we place a high premium on media relations skills and contacts, publicity results, and earned placements are still the centerpiece of most BOSSY INC. programs. 

The point is that all media – earned, owned, and shared – should work together to create a cohesive and powerful program that drives visibility, influences opinion and spurs action.