Unlike the teachers, cops, engineers, or doctors, job functions of people working in public relations can be a bit confusing. Often or not, we are usually misunderstood as people who have the same job as the advertisers, or sales officers who sell our clients’ brand. Although we also do advertising and a bit of sales, PR means much more than that.
IDENTIFYING PUBLIC RELATION
Public Relation is a strategic communication process that builds and maintains positive and mutual relationship between a business organization and its customers. PR can also be defined as Marketing Communications.
It creates awareness and enthusiasm among audiences, shaping a good image through media and influencers (by means of press releases, public appearances, events, and even with the use of the web). PR people communicate in behalf of the clients, presenting all-inclusive products and services to retain existing clients and win new markets in a most subtle way possible, taking into consideration the fierce competition in their industry.
Works in PR generally include:
- Media Relations (writing and distributing press releases)
- Community Relations (sponsoring or donating for some community events and charities)
- Developing communications plan
- Organizing special media events and openings
- Providing Crisis Communication
EDGE OF PR IN YOUR BUSINESS
In a growing business, your market's trust, loyalty and satisfaction are the most significant elements of your brand's success, and PR plays a significant role for this. Most would usually just include advertising but neglect PR for the misconception that the advertising always brings a faster and better result than PR.
PR is the most cost-effective way of endorsing a brand. Other than its lower rate as compared to advertising, it gives lasting results: promotion through an article hangs around much longer than a mere advertisement. A good media placement increases your brand's value and reputation, which attracts customers and even potential partnerships.
While advertising uses the first-person’s point of view (“We are good so you should buy us”), PR helps its clients through a third-person’s point of view (“They are good so you should buy them”). People may not know about this, but PR grants a multiplied deal: advertisement is equivalent to one reader; editorial is equivalent to three readers. So if a whole-page advertisement costs $1000, then the rate of a whole-page editorial article would be equal to $3000.
Always bear in mind that advertising deals with quantity, PR builds quality.
US Institue of Marketing, 'Outstanding Public Relations Techniques'
YMV& Associates Inc., Fraser Place, 'Public Relations Manual'
Public Relations Society of America, 'About Public Relations' - https://goo.gl/z1qHxw
Wynne, R. in Forbes, 'Five Things Everyone Should Know About Public Relations' - https://goo.gl/EJLRDz
Entrepreneur, 'Public Relations' - https://goo.gl/axdYBH
IPR - Public Relations, 'Introduction to Public Relations' - https://goo.gl/TQvzA9