Public relations (PR) is about maintaining a favourable image and building relationships between the organization and the public communities, people it serves, and groups. It tries to draw attention to newsworthy and attention-worthy activities done by the organization and the customers. For this very reason, PR is often referred to as “free advertising.”
Furthermore, PR is not a costless form of promotion. It requires salaries to be paid to employees who oversee and execute strategies. It also involves expenses that are associated with events, PR-related activities, and sponsorships.
Just like advertising, public relations aims to promote organizations, services, brands, and products. However, PR activities play a significant role in identifying and building relationships with some of the most influential individuals and groups that are responsible for shaping market perceptions in the industry.
PR efforts aim to achieve the following objectives:
It goes without saying, but public relations encompasses several marketing tactics that share a common objective: managing public perceptions. Some of the most common and impactful ways of doing that are:
|Public Relations Technique||Role||Examples|
|Media Relations||To curate positive news coverage revolving around the organization, products, people, services, and activities.||Press release, conference, press kit and interview leading to an article about the organization, launch of a product/service, etc.|
|Influencer Relation||Try to maintain strong, beneficial relationships with individuals who are thought leaders in the specific field.||A product/service review published by a renowned blogger; organization profile by an industry analyst; celebrity endorsements, among others.|
|Public and Thought Leadership||Provide information regarding the organization, showcase its advantages and services they provide.||The annual report of the organization; white papers with main focus on development; video case study.|
|Events||Make sure to engage with a community and present information in an interactive “live” experience with the help of a product, service, and brand.||This can be achieved through the presentation, conference, keynote address, etc.|
|Award Programs||It is of paramount importance that one recognizes the effort within the organization and/or among customers.||Winning “product of the year” award.|
Media relations is one of the first things that comes to mind when people think of PR: public announcements related to the organization, talking to reporters, and articles related to new developments in the company. Although, media relations is just the tip of the iceberg. For several industries and product categories, there are an array of influential bloggers and analysts writing about products and the industry.
Here, PR plays a pivotal role in identifying and building relationships with such individuals. Offering them periodic “company update” briefing, newsletters, or email updates help keep the individuals informed about the organization.
The people who are responsible for PR are also involved in developing and distributing general information about the company. This information can be in the form of an annual report, a “state of the company” briefing call, video pieces about the company, and other companies that convey the company’s identity, goals, and vision.
The “thought leadership” publications declare the organization’s expertise and position of leading thought, innovation, or practice in the field. These publications need to be mindful of the same messaging employed for other activities so that everything seems consistent and smoothly aligned.
There are people who consider event marketing to be a marketing communication of its own, whereas others put it with public relations. Events like industry conferences or group meetings, offer opportunities to showcase the organization’s value proposition, services to current and prospective customers, and products.
Award programs are another common PR tool. Organizations can participate in established award programs often managed by trade groups and media, or come up with their own that focuses on their target audience. Awards provide opportunities for public recognition of amazing work done by employees and customers. This can turn into case studies and public announcements which can help draw attention to how customers are benefiting from the organization’s services and products.
In the end, PR helps build a corporate profile, spread the organization’s values and beliefs and try to always stay ahead of the competition. Furthermore, if this is something that you want for your brand or company then seeking help from an integrated advertising agency can turn out to be extremely fruitful. They have the experience of dealing with several clients and have a proper department that is full of skilled and experienced people who are great at managing PR.
We are not only storytellers but also listeners, and hand raisers. because we love to make the stories of our client better for their customers.
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