Presentation: PR and Media

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Public Relations and the Media Student Name Institution Affiliation Public Relations and the Media For any organization prone to public scrutiny it is important to be aware of how the public views the products and services it offers. Firms with in need of public relations assistance either opt to handle PR issues internally while others outsource the services from dedicated PR firms. The following paper focuses on three PR companies utilized by organizations to manage their PR issues. Edelman Inc., Burson-Marsteller and Ketchum Inc. are some of the leading PR giants and communication networks in America that have been hired by organizations for marketing, content creation, crisis management among others. Critical strengths related to these PR agencies is the earned media services whereby they promote individuals or companies through editorial coverage which is known as earned or free media, which comprises of stories that appear on magazines, newspapers, websites and T.V programs. Additionally, the publicists of these PR agencies are former journalists in various industries and have networks with other journalists and know effective ways to pitch stories to reporters and editors. Few stories make it to the front pages of leading dailies, but on several occasions, the PR agencies have assisted clients to increase recognition and visibility which can be attributed to a conducive media atmosphere created by the PR companies. (Dozier, Grunig & Grunig, 2013) However, despite these strengths, there are areas that these PR companies need to improve on. For instance, PR remains less understood marketing artillery that seems intangible to people outside the

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