What Is Public Relations?
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." - PRSA
In short, PR is a strategy used is for the professional maintenance of a favorable public image by a brand. People typically associate PR with celebrities, but that's just one area of Public Relations. Entrepreneurs should have a PR plan in place as well, since they have a public that they are targeting.
What Does A Publicist Do For A Client?
A publicist may perform the following activities, but are not limited to:
- draft press releases
- put together an EPK (an electronic press kit)
- pitch their client to the media- Top reason a publicist is hired!
- schedule interviews
- oversee their client's image (work with a fashion stylist if needed)
- scan the media for any mentions, both positive and negative
- manage any social media activity
- set up photo or video shoots
- help write speeches, media alerts, biographies, newsletters, blogs etc.,
- plan events
- plan press junkets
- make sure all branding is cohesive
- manage any crisis
- manage media training
How can my business benefit from Public Relations?
Consumers are likely to give credibility to your business when they see it mentioned in the media (uncompensated!) compared to when they see your ads or billboards. Studies show that PR has 7 times more credibility among consumers than advertising.
Publications can place the information that is right up the consumers alley and give them the required information they need. If you are an accountant hoping to generate some new clientele, placing an ad in a teen magazine likely won’t help you. But a well written article smack dab in the middle of the finance section will probably lead you right where you want to be. These target markets are especially vital in businesses that only appeal to a small target market.
A positive image can be created by putting your entire business in the spotlight unlike marketing methods which are unable to do so effectively. The story is the heart of public relations and effective promotion of any business or organization. By crafting and promoting your story through press releases or media promotions, you can not only market your business but also create relationships within your target audience. This can happen through press releases, media relations, and other timely methods.