By Lloyd P. Trufelman

First, about the term “public relations” – unfortunately it’s misunderstood. Over the years it has acquired a variety of vague interpretations, ranging from marketing stunts to lobbying to amorphous strategizing to party planning. However, the core function of the discipline – developing and promoting messages that accelerate client business development objectives through legitimate third party media coverage – has been buried by some practitioners in an impenetrable cascade of PowerPoint slides.

Hence Trylon’s re-branding to clearly emphasize our expertise in “media relations,” specifically for clients in the technology, media and telecom sectors. We’ve always known that target audiences do not find paid advertising or passively issued hype-filled press releases to be a credible foundation on which to base business decisions. In essence, media relations practiced correctly requires making an intelligent, persuasive case to a third party – an editor, producer, blogger, analyst, etc. – who will then report the real news, hopefully in a positive manner. It’s an improvisatory and qualitative process which, if executed on point, works far more effectively than any other marketing communications platform.

The value of the latter method of communication over the former is clear because of the independence of the messenger. That independence translates into credibility and therefore a more persuasive message. That ethos is the foundation of everything TrylonSMR is and does.

So in pausing to look back over the past 15 years, we’ve rededicated ourselves to our primary concentration on media relations. Today more than ever, there is a need to strategically navigate through an ever-changing media landscape, which now includes not only traditional press outlets, public speaking engagements, etc., but also a fragmented and multifarious mix of blogs, podcasts and broadband video channels.

At a time when audiences demand increasing control over their media, and all the confusion and noise that comes with it, a company’s need for credible, strategic media counseling and tactical execution becomes crucial. Those standards of communication have remained the same ever since the creation of mass media: that is, the delivery of a message designed to persuade an individual to make a specific decision. In most cases, the specific action is something that will lead to an expansion of a client’s business or sales.

As far as “new media” goes, since Day One Trylon has been in the business of promoting new media to traditional media and vice versa. We’ve never needed to set aside special practice areas. The convergence between media and technology continually accelerates – so monitoring, adapting and implementing must happen in real time. For example, building on our previous early adoption of cable TV segmentation, applications of online content and other innovations, Trylon was one of the first agencies to put blogs on the same level as traditional media outlets over five years ago; now moving forward to vlogs and “third screen” wireless we continue to apply the traditional standards of journalism outreach to the remarkable new opportunities that are offered by technology. Simply put, TrylonSMR is in the business of delivering tangible results in the area of media relations that will help a client grow their business – whatever and wherever the platform.