What is Public Relations?
PR can be defined as the activity which helps to establish and maintain mutually beneficial relationships between an organisation and its publics.
Public relations covers a wide variety of tasks and typically changes from day to day.
The following activities however, are the main activities which PR professionals are generally involved in:
• Initiating and planning PR campaigns (this involves, defining goals, analysing problems and opportunities and liaising with management and clients. • Writing and editing publicity material (press releases, in-house newsletters, articles and annual reports). • Maintaining and updating information on an organisations website. • Using corporate advertising to maintain an organisations identity, name and reputation. • Preparing and supervising the production of publicity brochures, handouts, leaflets, photographs and multi media programmes. • Speaking in public at presentations, meetings and TV and radio interviews • Developing and maintaining good working relations with the media, including local and national newspapers, magazines and radio. • Organising special events, such as press conferences, exhibitions, open days or tours and competitions.
Other key parts of public relations also includes:
Media Relations is at the core of PR and involves liaising directly with those who are in the media. The goal of media relations is to maximise positive coverage in the mass media without paying for it directly through advertising. By using media relations effectively, PR practitioners can enhance their organisations reputation whilst also establishing good working relationships with journalists which will serve them well in future endeavors.
Monitoring public comment about a company and its products is also important. This includes looking at what is written and reported in the print and broadcast media. PR professionals can then be prepared to respond quickly to any negative press about a company which could damage its reputation.
PR professionals need to be prepared to respond quickly to negative information about a company if it should arise. When a problem with a product or service arises the image of a company can be put in serious jeopardy. Through careful media monitoring, PR professionals can track and respond to issues in a timely fashion, limiting a company’s damage.
How does Public Relations benefit a company? well… Public relations can play a critical role in achieving a competitive advantage for companies. for example it can help to, open up new markets, attract high-calibre employees, give more access to funding and investors, create a high value for products and services, and also protect a business in times of crisis.
All organisations, whether local or international, big or small…….. benefit from good public relations.