What is public relations?
Public relations (PR) is a way to communicate with the public and establish credibility and authenticity. It is a combination of techniques and strategies used to spread information about businesses to individuals, especially through the media. Simply, it is managing how people view a person, brand, or company.
PR promotes brands, increases awareness, and protects the reputation of an organization, an individual, or a business. It helps connect with the media, creates positive perceptions of the business, person, or brand in the minds of people, and connects individuals to the business, increasing brand loyalty and contributing to company growth.
Corporates, publicly listed organizations, celebrities, and public figures/high net-worth individuals all use public relations as one of the most significant tools for maintaining a positive public image & handle media queries/requests. It is a simple way of informing people about the firm and crucial news/events. It is a means for people to communicate their stories authentically. PR works to achieve desired results by using press releases, press conferences, interaction with direct journalists, events, and social media.
PR is a multifaceted profession that requires more than just maintaining good relationships with people. It also involves putting together strategies, brainstorming ideas, sourcing different opportunities, creating relevant and appropriate content, coordinating events, and much more.
There are two types of PR:
- Traditional PR
- New Age PR (Digital PR)
Both types of PR have unique tools and platforms. They offer different benefits and each poses unique challenges to get right.
Traditional PR:
Traditional PR is direct communication with the public through media such as newspapers, television, radio, etc. to raise awareness about a brand or individual and create a positive perspective. It was the only PR that was present for a very long time which still continues. It increases trust and credibility in the reader's mind. Depending on the objective and target audience how and when to use traditional PR might differ. Traditional PR is still incredibly effective, powerful, and relevant. However, it has its own drawbacks.
New Age PR:
Different online platforms such as social media, blogs, and influencers are all a part of new-age PR. We can measure the impact of a specific activity or campaign using tools like SEO, website analysis, and other plugins and software. In order to increase the coverage, reach, and impact, it is important to include new-age PR in the strategy mix. It is very dependable & helpful to tackle a matter in a crisis.
One of the most important elements of new-age PR is that it involves two-way communication. People can like, share, and comment on content they find interesting and relevant. It improves audience participation and helps in enhancing service and communication issues.
Both digital and traditional public relations have the same goal at their core. But this does not imply that they are identical.
Both types of public relations are intended to increase brand awareness, spread a positive message that positions your brand well, and assist you in reaching the right audience.
However, the world of public relations has changed drastically in the last decade or so and as a result, there is a rise in digitalization & Artificial Intelligence. Digital marketing is now an important component of brand outreach. On many levels, online communication has become an essential component of our daily lives.
Branches of PR:
- Media Relations
Media relations is more concerned with news and reporters. A company’s PR specialists help to attain the sweet center position with this form of PR like pitching interviews, press releases, and so on. It is a way to highly emphasize your image and branding. One of the primary purposes of media relations is for the company to make headlines so that it increases its visibility and quickly reaches the mainstream market, as well as for journalists to mention the company (or person) in the mainstream press.
2. Strategic Communication
The whole activities of the public relations team would be positioned in strategic communications. The organization sets a clear and concise aim and then creates small, specific targets to get there. In order to essentially achieve the major aims of the brand, the PR expert would employ a variety of communication techniques and execute subsequent activities.
3. Crisis Communication
Contrary to its name, crisis communications are not just employed in times of disaster. Instead, it involves developing a strategy that incorporates strong relationships with your stakeholders and compelling media outlets. These connections would ultimately help your business or brand in the event of a disaster and give you a soft place to land.
Since it takes years for these relationships to develop, it makes sense that the results are equally rewarding when it comes down to it.
4. Reputation Management
Years of effort can be rapidly undone by a few careless words or actions, and it can happen at any level within the company in a matter of seconds. Reputation is a perception; it is how people see your business, its product, and services, and whether that perception drives them to make a purchase decision or leads them to vent on social media.
The PR team is aware of the need of taking preventative action in such circumstances. Any responses ought to be considerate, reliable, and updated regarding the situation and how you are taking care of it.
Strategic planning, communication, and monitoring are crucial components of reputation management.
Good relationships, different types of communication, and a well-managed team on various tasks enable such crisis to be controlled or repaired with ease.
5. Online & Social media communication
The most current and, most prevalent form of PR is communication through online and social media. Currently, social media and online networks are the primary means of information dissemination. Without social media, a startup brand is doomed to get lost in the deluge of posts from rivals who have strong online identities. Brands that not only comprehend the online environment but also seize the chance and employ the best social media marketing techniques in order to reach their target audience will become more well-known.
However, if your online persona is connected to any wrongdoing or rumors (which can spread like wildfire), it could among other things result in an unanticipated demise.
PR team would come in to first try to halt such situations or restore the harm caused and then prevent similar occurrences in the future. This is crucial for influencers who represent their brands in public since they require a robust PR staff to guard against extreme behaviors seriously harming their reputation and, ultimately, their brand.
Each of the five categories of public relations has its own uses depending on the circumstance or your objectives. The categories can also be combined to build the ideal PR plan, which can be used to head off difficult situations, avoid unnecessary scandals, or just project the image you want for the company.
Need of PR
There are several factors that influence consumer choice. The bond people believe they have with a company is one of those reasons. A customer might no longer feel as linked to a brand, image, or product if a company has a poor reputation or is involved in a controversial public issue. Public relations frequently oversees the management of this brand and makes sure that consumers, employees, investors, and other third parties have a favorable attitude toward continuing their connection with the business.
In a world filled with noise, PR professionals have the power to cut through the clutter & create meaningful connections.
