With more companies turning to PR as a way to communicate with stakeholders, it pays to review the basics. According to Veronis Suhler Stevenson, spending on PR in the U.S. rose over 7% in 2008. One reason is that consumers are less interested in advertising and more interested in learning about a company through credible third parties. To stay in front of the public, a business must earn its media exposure. 

The public has become increasingly alert to paid editorial coverage that acts as news. Buying an "advertorial" page in a magazine is now seen for what it is - another ad. And while consumers are turning to the web more frequently to find out about a company, the fact is that credible third party media coverage still carries a lot of sway. 

Unfortunately, many companies still believe that they can earn media mentions by issuing a press release and waiting for journalists to call to cover the story. Unless it's a true earth-shattering event, these firms are sadly mistaken and will be disappointed. 

While it's true that journalists and editors are always on the lookout for news and an interesting story, the fact is that they are inundated with information. Getting their attention is more than half the battle. That's why PR professionals who specialize in an industry and build relationships with the media are in demand. They can get the attention of the influential media in that industry - whether it's a blogger, a journalist, a television news reporter, or an editor. 

Why will these people listen to one PR practitioner over the others? Mainly it is because the PR professional has built a rapport and enjoys a reputation for not being a time-waster. They don't call to announce a mundane event; they actually have something that may be worth reporting on. In addition, they usually have come up with the "hook" or the "angle" that makes the story interesting and worth pursuing. They have earned the right to make the call and be heard. 

While technology allows corporations to interact directly with the public like never before, there is still a very strong value in getting the word out through traditional and new media. Earning media attention can pay off for companies in ways that advertising and "pay for play" can never dream of.