I know what you’re thinking. You’ve heard the term public relations so many times and you still haven’t got a clue what it is. And now that you’re starting a new business you can’t help but constantly hear the need for public relations if you’re going to succeed. Well here’s a little secret… many people don’t want to admit it, but the vast majority of professionals and entrepreneurs don’t have a clue either. They’re just not as brave as you are to admit it. The truth of the matter is that public relations involves a world of tactics, strategies and skills all wrapped into one – and for the most part it can be difficult to define. However, with a better understanding of what PR is, you’ll be enlightened to a world of tools to expand your business creatively and strategically in no time.Before I explain what a public relations campaign is, I’d like to start with what it isn’t. It is not the act of merely writing and distributing a press release. As many people inaccurately think this is the case. However, I do not want to downplay the importance of developing an effective press release. But generally, PR is assumed to represent press release and it truly devalues the expertise of the PR professional. So now that we’ve gotten that out of the way, let’s define the meaning of a public relations campaign.Public Relations Campaign: A strategic and comprehensive communications plan developed to convey a message to its targeted audience.This all-inclusive communications plan utilizes many tools to successfully implement the campaign – and yes press releases are often an effective component. However, other elements include advertising, marketing, media relations, special events, crisis management, etc. Each communication function serves a purpose, although not every tool is used in all campaigns. The key to a successful PR plan is to analyze the specific organization or industry and understand its structure and branding, while creating a specific strategy. For example, if you’re launching a new fitness center, the PR strategy may include media and community relations. With the right approach, you may not have to incorporate paid advertising into the campaign. It’s all about tailoring the message and understanding the many tools available. So now that you know that public relations is not just one particular thing, but a world of communication functions available for a concentrated focus – lets discover how your business can benefit from it.Every business can profit from including public relations strategies in its marketing plan – especially businesses just starting out. The reason for this is that PR will give community recognition and respect. And no organization can survive without having a good reputation among its consumers, investors, and the general public. Public relations will give your business the consistency and branding that consumers will come to expect when patronizing your establishment. Also, effective communication strategies will keep the business in the public eye while being cost effective and in harmony with the organization’s message. With a well designed strategy, the business will build relationships with the media and community that will far outreach any advertising budget. Remember the key word is plan – Public relations is a coherent and comprehensive plan that allows you to creatively utilize many communication tools in conveying your message to expand your business for ultimate success.
If you own or work in management capacity for a company then PR or is something that you should be giving close consideration to. This is because no matter what type of business a company is in big or small, there’s always at least one area, usually more where it can benefit from a public relations agency. You see employees qualify as the public, so in essence, employee relations is public relations.Good Public Relations Does Reflect On the Bottom Line
So precisely what does consist of and how is it used to a a person or business entities benefit. The fact is that without exception, everyone and every business engages in public relations, even though they may not even be aware that they are doing it. The reason for this is simple and that is that good PR does reflect on a company or persons bottom line.A public Relations Agency Can Influence Howe People View a Business
In short, is any means by which a person or business goes about the task of influencing how the general public or their employees view themselves or a company. As a general rule, positive is good and negative is bad but in recent times situations have come to light with some Hollywood celebrities where bad publicity turned out reflect positively on their bottom line. They became more famous and more in demand as the result of them being painted up as a “bad guy”.Working Preemptively By Creating Good Press
As a general rule however, for the vast majority of business entities bad publicity is a bad thing. No one wants to do business or work for a bad company and no one wants one in their community. Controlling what makes it out in print about a company can be difficult, if not impossible. This is why when it comes to print media, most companies employ a public relations agency to work preemptively. That is that they will put out their own “good press” by way of the Internet or local news papers.A Monthly News Letter Either in Print Or Online
Another popular method for preempting public relations is to create and make a available or distribute a monthly news letter, either in print or online or both. With a regular news letter people grow to expect the news thats put out in it and tend to be less challenging in how that view it. Also a news letter can focus on a series of PR issues rather then in a more singular press release.Doing your Own PR To Save Money – Are You Really Saving Money?
The problems tend to arise is when people or companies start to think that they can do their own “PR in house.” By taking this approach they’re basically failing to take into full consideration the total gravity of good public relations. Anything that is done the first time should always be considered practice. So when a person or company begins to do their own public relations, they are in essence practicing and shouldn’t expect the same results that a public relations agency would deliver.