Christina and Peter wrap up the public relations series by covering off two major components of how your public relations strategy and tactics can add marketing juice to your SEO programs, your content marketing initiatives, and your overarching marketing and communications goals.

Often individuals believe public relations is all about getting media - but it really is about identifying the groups you want to speak with and create positive brand awareness with. Who are your publics? Are they external or internal? And how are you utilizing communications and marketing tactics to reach them?

Christina and Peter review why media training is so important - and why even if you think you don't need it you do. They review CIPR's approach to media training and why their approach adds so much value to your entire communications and marketing team. #CIPRdifference #yyc #communications #marketing #podcast #podcastepisode #newepisode #podcastcommunity #twobabiesandabusiness #TBAAB #agency #agencylife #spotify #spreaker #applepodcasts

Christina and Peter dive into public relations goals. Your press release or your press release strategy should have a goal and the action you take, the media you pitch, and your communications approach should align with the goal in order to have the best possible result. No goal is wrong - but understanding the goal upfront means better results for your public relations investment.

Managing expectations is about understanding goals. Peter and Christina explain why 'getting coverage' is not as always easy as it looks and allowing yourself as a communications manager to step back and assess the long-term strategy, as well as your readiness to engage, is critical. Doing this allows you to manage expectations - but also get better results for your business.

Christina and Peter reflect on the importance of a multi-channel approach for directly and indirectly reaching your target audience. They have examples from past careers that showcase how marketing and communications have evolved in a big way - from siloed to collaborative.

Could the job of a journalist really be one that is no longer? Jason shares his story and provides excellent insight into just how much journalism has changed. Christina and Peter quiz him on the changing role of a journalist and how today's journalists are true 'jack's of all communications trades'. Jason shares how the media is continuing to evolve in his hometown of Kamloops and how his days as a reporter have now opened the doors for him to follow his true passions!

Sometimes you have the right news at the wrong time - sometimes you have the wrong news at the right time - and sometimes you get lucky and have the right news at the right time. Christina and Peter help public relations and communications professionals navigate what type of media should be used to get your story out no matter what time and what the topic.

A journalist's perspective is essential when talking about public relations. Mario has had a variety of beats and now plays a key role creating meaningful content for YYC Business. Mario shares his pet peeves, his inside viewpoint of the changes to media over the years, and why paid media shouldn't be scary.

Christina and Peter demystify the different types of media - owned, paid, and earned. Each has its own unique benefits and challenges. Hear about examples from clients as well as practical, innovative, and modern ways to deal with all three to ensure a high ROI for your message and your company.