PR not always about your products, events
Many people fall into the trap of believing that PR is only about gaining earned media placement for a company’s products or news events.
There is another side of publicity and that is using the information about your leaders and staff to humanize and set your company apart.
As an example, a local video production company has a photographer who is interested in documenting a small social business which is taking medical supplies to Ghana. Sharing information about the photographer’s search for funding and the skills that he will use to document the project can support the cause and expand the image of the company in the minds of consumers.
I’m not suggesting that you exploit your staff, but 
that you seek opportunities to offer information that really opens up what people think of your business. If your CEO is a singer who performs at the local coffee house on open mic nights, use the angle of how a CEO with a variety of interests makes a better leader.
Gaining earned media is more than just telling us that you’ve just hired a new Director of Marketing. Seek out the interesting information about your staff and share it with the media. We are all more than just our titles and functions. We are the people who make up the company, not the human resources. So, share the interesting information about those who are the life of the company.
photo courtesy of lorri37 on flickr creative commons
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