Public relations (also referred to as “PR”) is often not talked about in the world of marketing as much as it should be. Public relations is defined as a “strategic communication process that builds mutually beneficial relationships between organizations and their publics” according to the Public Relations Society of America. In other words, public relations is the voice of your brand that can create connections and build up your reputation. PR has a lot to offer a company that many people don’t know about. Public relations is not advertising, but instead, it is publicity…which is the desired goal that people ultimately pay for!
The Goals of PR
The first goal of public relations is to improve or maintain a company’s (or client’s) reputation, as well as to help build that positive reputation. Another goal of PR is focused on getting your brand and the name of your company to become widely known so that your clientele grows.
Public relations is not managed solely through social media; it targets all media platforms! In this way, your reach extends to many different audiences. The overall goal of public relations is to achieve positive publicity and create the reputation that the clients want.
The Components of PR
Public relations has many different services that fall under its umbrella. These services and features often include:
- Brand building
- Campaign strategies
- Unique content
- Media training
- Crisis communications
- Community building strategy
- Advertising management
All of these different features overlap within the world of marketing.
A public relations specialist has the role of making sure that your presence in the media is representing the company brand as expected. PR representatives manage the presence of your company in society and create different ways to improve your brand appearance within the media; the latter can be tricky to navigate if you don’t have experience navigating the waters! Public relations is about media and publicity, but it is also about networking and getting publicity through people sharing and posting about the brand.
Why Is PR Important?
Overall, having quality publicity and a positive media presence creates a good reputation for your brand as well as generating company credibility. By using this service, your brand is focused towards the proper target audience; something that can eventually make a large difference in your profits!
Public relations goes above and beyond standard publicity. PR can help with company crises and how to effectively communicate the complexities of these unexpected events to the public. A specialist knows the right way to approach the press on different topics that could make or break your company; if certain situations are not handled properly and with the correct use of language, then there could be unfortunate negative backlash toward your company. By having a specialist on your team, they can smoothe over ruffled feathers often with just one speech or press release.
Public relations is crucial for companies, especially larger corporations, because claims are constantly being made against them, and the job of PR is to make sure those claims don’t continue to reflect negatively on the company’s reputation. For more information on public relations, contact a highly-skilled specialist from Social Eyes Marketing today!