Public Relations: Your Gateway to the Public


Public Relations: Your Gateway to the Public

What is public relations, or PR? And why is it so important to my company? Public Relations News defines it this way: “Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.” In short, public relations is the process communicating with your target market.

What is the purpose for PR? The purpose of PR is to tell the public a story. And the public always wants a good story. The better story you can tell, the more the public will like and accept it. And when this good story appeals particularly to your targeted potential clients, then your story is truly a success. If you are targeting potential clients, then your public relations in this case may not be quite so public.

What is the motive for PR? For many groups, especially political ones, public relations is a method for influencing public opinion in their favor. But PR can also be used for community relations. If you take a look in your own community you will see many companies that have connections in community affairs, most having a person with the public relations in their title.  

What does PR entail? The public aspect of PR includes things like public press conferences, investor relations, public affairs, crisis communications, internal communications, and community relations. But PR also encompasses a wide range of non-public activities that occur behind the scenes. You may need to hire writers to create press releases or designers to create campaign ads. You might find yourself organizing conferences and events or securing various credentials. This is all a part of PR.

Why is PR important? Because it helps to build your brand. It is the best form of advertising. It uses media and a tailored message to show the world who you are, what you do, and why they should trust you over the competition.

How do I use PR? Public relations can be used to tell the world about your new products, make major announcements, or communicate news about your company. You want to address the public at large, but target a specific group. This group can be people who are potential customers, investors, or some cases a group that you are attempting to influence with a specific message.

To use public relations effectively, you need to define what your target group is. Who are you talking to? Who do you want to reach? Then you need to define your message. What are you trying to say? And what is the best way to say it? Then you need to get broadcasts and publications lined up to distribute your message.

The point of PR is to get your message out to the right group in a way that will be well received and productive. Our public relations experts are ready to help you define and execute your PR strategy.

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