Public relations (PR) is a powerful marketing tool that companies can utilize to improve visibility, build credibility, and, ultimately, increase sales and revenue potential. PR campaigns can also be used to develop meaningful and long-lasting relationships with customers and enhance a company’s overall brand image. Despite this, many people are unsure of what PR professionals actually do and how they use their skills. With this in mind, here are five things everyone should know about PR:
1. PR is different from advertising
The terms PR and advertising are often used interchangeably, but there are some key differences between the two. In particular, advertising is paid media, whereas PR is typically unpaid and earned through positive interactions. For instance, an example of PR would be if a newspaper chooses to write an article promoting your products and services, whereas paid advertisements would appear in the adverts section of the newspaper. PR is about reputation and is the product of your actions and interactions. For that reason, positive PR is generally considered more effective than paid advertisement, as it helps to build trust with your audience and is often perceived as a more meaningful form of promotion.
2. Most industries require PR
Unlike other forms of marketing, most industries require PR to be successful. This is because the public perception of a brand can make or break a company. A PR crisis can occur when a company least expects it, and can lead to serious damage to reputation and huge financial losses. For that reason, companies must have effective PR policies and procedures in place to deal with negative situations efficiently and minimize damage to public image. Any brand that deals with the public in some capacity, however small, should have a PR professional on hand.
3. PR is largely based on ethics
PR professionals have a responsibility to act ethically and with strong moral values. They should have a thorough understanding of a company’s vision and implement strategies to portray this to the public. PR professionals are public-facing and are trusted to act in a way that is ethical and socially acceptable.
4. PR uses a diverse range of tools
PR is not all about newspaper articles and press releases. PR professionals use a diverse range of tools to promote brands and improve public perception. Here are some of the most common tools used by PR professionals:
- Written public speeches.
- Social events designed to boost public outreach and improve media relations.
- Social media campaigns created to promote, build relationships online, and respond to negative feedback or opinions online.
- Market research on an organization or its company message.
- PR crisis management plans.
5. PR is all about relationships
As the name suggests, effective PR is all about building positive relationships. It is a PR professional’s job to develop and maintain meaningful relationships with existing and potential customers, clients, and other key stakeholders. PR has the ultimate responsibility for any relationship that could affect the growth and profitability of any company.