A Perspective from Nadia Santoli, Communications Manager of Ash City, on Public Relations

Why is public relations so important?

Public relations is an affordable option for those companies who may not be able to invest a lot in advertising. When a company is being proactive with the media by feeding content on a regular basis, this demonstrates the emphasis they have on a strong communications plan.

 

 

What are the challenges of working in the public relations sector?

One of the challenges is that you may be competing with other companies as well and may not always get the front cover feature article. Aside from that, I think it’s quite important to maintain a strong relationship with reporters so that they are reminded of your brand by even a simple conversation or phone call.

 

What skills have you acquired that have helped you communicate Ash City’s messages successfully?

Having strong written communication skills is very important. You have to be able to communicate well and positively with the reporter that you’re in contact with. Being engaging is also key and knowing how to tell the story of your brand or products well.

In short, how can a company accomplish PR effectively?

Having a proactive media plan will definitely help with the process. Companies should value the plan and constantly review and update it along the way. This enables constant visibility in the marketplace and emphasizes the need to be proactive. If you are doing this well, the media will more than likely come back for more information when needed. It’s definitely a two-way relationship with the company and the reporter.

 

What’s the latest PR piece that you have worked on for Ash City?

A recent article that I worked on for Ash City is for cool weather gear, specifically about the four levels of layering. I have submitted this piece to Printwear Magazine and since they greatly admired one of the images of the VENTILATE, they decided to use it for the cover! (This will be available in December 2013).

The North End Sport_® Seam-Sealed Insulated Jacket, VENTILATE (88680/78680)  image,

to be featured in Printwear Magazine this December

What’s your favorite part about being a communications manager?

The best part of being a communications manager would have to be seeing the company’s brand name in the magazine and knowing that you worked hard to get those images or product descriptions in print. It’s quite a fulfilling part of my job, and I always strive to obtain as much positive coverage as possible!

 

What’s the number one myth about PR that you strongly disagree with?

I think the number one myth that people say about PR is that it’s all about controlling the message. However, if you really want to be considered, it’s all about giving the media outlets relevant content. If they’re engaged by what you send to them, they are more inclined to utilize your materials in their publications.