Communication marketing disseminates corporate stories and ideas that are unknown to journalists and that institutional managers are unable to get to the right journalist, in the right media outlet and at the right time.
A Relationship Management with Journalists and OCS trata da procura de oportunidades mediáticas em função das necessidades. Com a comunicação digital e as potencialidades da web, a relação entre Jornalista e Relações Públicas passou a ser uma relação ‘pública’, os planos de comunicação dos profissionais de Relações Públicas passaram a ter uma vertente mais estratégica.
Apesar de o digital ter impactado Relationship Management with Journalists and OCS, o estabelecimento de relações offline é mais relevante e importante para o propósito de promoção de relações duradouras e de confiança, sendo que o ambiente online apenas estimula o que já existe. A relação online estimula uma relação simétrica bidirecional, onde há mais comunicação e partilha, e o online proporciona novas ferramentas de trabalho, assim como práticas, contribuindo para uma comunicação mais eficaz.
The digital context streamlines the relationships between Public Relations professionals and Journalists, but these relationships will only be reliable if created in person. With digital, new players in the communication process, which allows them to bypass journalistic barriers in the process of disseminating communications.
There are several ways for an organization to make its presence felt in the media landscape: negotiating media coverage which will then be reconverted into an advertising spot (clipping); advertising exchange, where the organization develops an article in exchange for an advertising page in the medium; sponsoringsponsorship, which aims to associate a brand with an event; patronage, as a strategic intervention that illustrates and extends the company's culture; lobbying, which is seen as an influence strategy; and creation of projects, programs and events.
By implementing Marketing Communication actions aimed at transforming the information conveyed about products and services into perceptions about their attributes and positioning, SayU awareness development around the brand and the organization.