What it is: Crisis communications, press releases, liaison between press and corporate identities.
What’s the point: If you want trade or consumer publications and syndicates to know about your product or service, earned media can be the way to go. Making sure the right message reaches the right ears is the sweet spot of public relations. Likewise, when less than stellar news hits the fan, crisis communications can be a critical link between a business and its audience. Make sure you control the conversation, and that your mic is turned on.