So, what is PR?
Whether you know it or not, your life has been influenced by public relations activity, more than likely on a daily basis.
From the articles in a newspaper, to online content, to radio interviews, to social media posts, plus more, chances are that public relations has had some involvement in the end product.
It begs the question, what is this practice that carries so much influence?
There are various definitions describing public relations but in a nutshell it is the deliberate management of information, and the release of this information, between an organisation (or individual) and the wider public to create a favourable image.
Public relations involves many aspects and these can differ in priority depending on the client’s requirements or circumstances.
However, there are some key elements which constitute much of the activity. These include, but are not limited to:
- Media relations including press releases, magazine features, outreach to journalists, media invites and press visits.
- Digital content including blog copywriting, SEO optimisation, e-newsletter creation and distribution, news story copywriting, plus video production and optimisation.
- Social media including strategy development, content planning and creation, community management, advertising, as well as insights and analytics.
- Corporate communications including internal and employee communications, speaking opportunities, crisis advice and reputation management plus press statements.
- Awards and sponsorship including research and selection, entry writing and submission, awards PR and sponsorship opportunities.
However, underpinning all this activity, and central to its success, is strategy development.
Having a clear plan of action, with a clear set of goals, from the start is crucial. Indeed, a brand audit is the first step to give your business an identity and will help drive long-term growth.
Strategy development includes sector identification, audience identification, positioning statements, together with tone of voice development and the identification of growth sectors.
The benefits of PR
Just as with the key elements of PR, there are numerous benefits for an organisation. These include, but are not limited to:
- Generates brand awareness
- Builds goodwill
- Promotes credibility
- Helps attract new business
- Capitalises on powerful third-party endorsement
- Builds a closer relationship with all key stakeholders, including customers
After all, as business executive Jean Louis-Gassée said: “Advertising is saying you are good. PR is getting someone else to say you’re good.”