It is extremely difficult to remember that there was a time not that long ago (as in the early 1980s) when there were no PCs, no laptop computers, no  Internet, no e-mail, no text messaging, no instant messaging and no cell phones. Of course, that means there were no flash drives, no plasma TVs, no video walls, no CDs, no MP3 players or iPods and no HD or satellite radios either. 
    Technology has changed our lives and in many cases has made things easier and faster, but not always better. Even with all of the best technology the world’s leading innovators have to offer, some things don’t change. There is little or no replacement for the power of a personal connection.

The Role of Personal Connections
    In many cases, too many of us these days are overly dependent upon technology for communications and relationship development. For instance, just because someone sent an e-mail, it doesn’t mean we have received it. And just because we receive an e-mail from someone, it doesn’t mean we’ll respond to it.
    Especially for those of us in the business of building an image, a brand, a reputation or a following of some sort, personal connections are even more valuable and necessary.
    Hopefully, we’re all hip to the fact that working with representatives of the mass media (magazine and newspaper reporters and editors, along with radio and TV talk show hosts, guest bookers and news producers, not to mention bloggers and Internet site managers) can help our businesses grow and prosper quickly and more effectively than wishing, hoping and praying that patrons will support us. We can expect that because we are open that men and women will want to walk through our doors and spend their money and time with us.
    So what is a novice public relations or budding media relations expert supposed to do? And what’s the difference between marketing, public relations, advertising and the rest of those other buzzwords everyone throws around?

Marketing Tools
    Marketing is what we do when we want to attract business or people to us. Certainly, there are numerous tools available in the marketing bag of tricks, such as publicity, advertising, promotions, special events, online community-building and community relations (involvement in charities, boards of organizations, business or professional associations). Advertising basically enables individuals, organizations and companies to pay money to buy space that will then get their messages across.
    Publicity differs from advertising. Publicity involves influencing others to write or report what we have to say or promote — and that translates into either a news or a feature story. A news story tends to be related to an event or situation that has a time factor associated with it (basically a “now” or “soon” element). A feature story tends to be about people, companies, organizations, businesses, trends, situations or events that don’t have a deadline or “now” factor connected with it.  
    Either way, this type of coverage comes across as, and is, the unbiased report of a third party and carries a certain weight with the consumer that advertising does not.
    Media relations is about building relationships with members of the media and doesn’t always result in publicity — simply put, a news or feature story that no one had to pay to have printed or aired. For nightclubs and bars with smaller marketing and promotional budgets, publicity and media relations tactics are extremely effective tools. And keep in mind that sending out e-mail blasts, flyers or news releases alone does not constitute relationship-building. That would be a good start, but there’s more to do.                 NCB

Laura Pennino has more than 25 years of journalism and public relations experience. She is the CEO of Pennino & Partners, based in Houston. She is a presenter at “The Show” and frequently conducts workshops on the topic of media relations and issues and crisis communications. She can be reached at (281) 286-9398 or