Entrepreneurs dream of having their company appear on the front page of a major publication or doing an interview on a major network. Public relations can certainly create breakthrough moments, but in most cases it is simply an important part of an overall marketing strategy. Many marketers see public relations as only handling rudimentary communication activities, such as issuing press releases and responding to questions from the news media. But in reality, in a time when customers are inundated with thousands of promotional messages everyday, public relations offers powerful methods for cutting through the clutter.
Public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools.
Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media. But today the role of public relations is much broader and includes:
- building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets
- closely monitoring numerous media channels for public comment about a company and its products
- managing crises that threaten company or product image
- building goodwill among an organization’s target market through community, philanthropic and special programs and events.
Like other aspects of marketing promotion, public relations is used to address several broad objectives including:
- Building Product Awareness. When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events.
- Creating Interest. Whether a PR placement is a short product article or is included with other products in “round up” article, stories in the media can help entice a targeted audience to try the product. For example, around the holiday season, a special holiday food may be promoted with PR through promotional releases sent to the food media or through special events that sample the product.
- Providing Information. PR can be used to provide customers with more in depth information about products and services. Through articles, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of the product.
- Stimulating Demand. A positive article in a newspaper, on a TV news show or mentioned on the Internet, often results in a discernible increase in product sales.
- Reinforcing the Brand. In many companies the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Today it is ever more important for companies and brands to build a good image. A strong image helps the company build its business and it can help the company in times of crises as well.
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The formal practice of what is now commonly referred to as “public relations” dates to the early 20th century. Since that time, public relations has been defined in myriad ways, the definition often evolving alongside public relations’ changing roles and advances in technology.
The earliest definitions emphasized press agentry and publicity, while more modern definitions incorporate the concepts of “engagement” and “relationship building.” In 1982, PRSA adopted the following definition: “Public relations helps an organization and its publics adapt mutually to each other.”
A more modern definition of public relations was drafted several decades later, a definition that still stands today:“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
PRSA
At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization. Public relations also encompasses the following:
- Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization.
- Counseling management at all levels in the organization with regard to policy decisions, courses of action and communications — including crisis communications — taking into account their public ramifications and the organization’s social or citizenship responsibilities.
- Protecting the reputation of an organization.
- Researching, conducting and evaluating, on a continuing basis, programs of action and communications to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fundraising; employee, community or government relations; and other programs.
- Planning and implementing the organization’s efforts to influence or change public policy.
- Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.
- Overseeing the creation of content to drive customer engagement and generate leads.
Below are some of the disciplines/functions within PR:
- Corporate Communications
- Crisis Communications
- Executive Communications
- Internal Communications
- Investor Relations Communications
- Marketing Communications
- Integrated Marketing/Integrated Marketing Communications
- Media Relations
- Content Creation
- Events
- Social Media
- Multimedia
- Reputation Management
- Speechwriting
- Brand Journalism
Many people only know of what PR is from Mad Men. Most have a vague understanding of what public relations mean, very few understand what PR firms and PR agencies do, and many even have a slight idea of what goes into it and the benefits it offers businesses. Very few, however, understand the true impact it has.
Public Relations is one of the most effective ways to build on marketing strategies and create a solid online reputation. Companies that have caught onto that are investing a tremendous amount of time and effort into staying on top of their PR strategies, and they’re seeing even larger returns with better ROI.
Public relations is about sending the right messages to the right place and the right people, creating a stronger brand reputation. PR agencies work alongside their clients to help them achieve this and promote them within their clients industries. PR is an area that can transform the future and profitability of a business. Used properly, PR can give a company the ability to overcome almost any obstacle it may face. This is some of what makes PR so essential.
Here are four ways PR is shaping the marketing world in 2022
PR Overview
Whatever the industry, trust plays a monumental role when it comes to determining the success of a business. Without trust, a business leaves potential sales on the table. To bridge that trust-gap between a business and its would-be clients or customers, the business can hire someone in public relations.
The expert works on increasing their credibility within their given industry and increasing their overall reputation. This is often done through thought leadership pieces, influencer connections and networking strategies.
INCREASE PROFITS, SALES AND LEADS WITH PR
PR isn’t complete without marketing. A company that enhances its reputation through a range of unique PR practices makes it likely that new potential customers will find their way right to its door. Customers and clients will have more options to connect with the company through its business stories and press releases.
PR agencies make that possible by helping organizations to craft the right messages to resonate with their target customers in impactful ways. In the end, that means bigger profits.
PR CHANGES THE WAY PEOPLE THINK ABOUT A BUSINESS
The online world allows people to say whatever they want about a business, true or not, with the business being able to do very little about it. A large number of businesses get a bad reputation without doing anything to deserve it, while other businesses are not within easy online reach of their intended markets. Both circumstances are hardly ideal.
The most effective way to fix that is through PR campaigns. PR support and the right campaigns increase awareness for a brand while maintaining a positive and consumer-resonant image.
Audiences are also more likely to listen to a message coming from an objective source, as opposed to paid-for advertising. By leveraging their connections with influencers, PR agencies can gain trust for a company.
PR ENHANCES ONLINE PRESENCE
Everyone is digitally connected in today’s world, and PR helps companies to create a strong online presence that is highly visible to their target audience. PR agencies provide businesses with support and guidance to help them market themselves online while being constantly ready to step in when a disaster occurs or something threatens to damage the image the company has been building.
PR experts can identify the best channels and influencers to spread a company’s message to the right people, and they can use their experience and industry connections to maximize reach.
Press releases, social media and influencer connections with promotional content-publishing sites are some of the tools that PR companies use to help their clients to strengthen their brand image and increase their profitability. Plus, they are tools that can also be used to overcome challenges that may threaten a company’s success.
With the right PR company assisting them, the brands of today have a much higher chance of reaching the right audience effectively.
What are you doing in 2022 to maximize your PR?