Public relations, commonly known as PR, can raise the profile and credibility of your business. Whether you decide to do it yourself, or use the services of an agency, this guide can help you recognise and take advantage of the opportunities. Show
On this pageRole of public relationsPublic relations is a valuable tool in the promotional mix. Unlike paid marketing programs such as advertising your business, public relations is focused on earned media and can take advantage of unpaid communication channels. Public relations is about managing perceptions – how people think about your business. It aims to:
Public relations can be:
Benefits and risks of public relationsPublic relations can:
Businesses of all sizes can benefit from well-planned PR initiatives. Some examples are:
PR can be cost-effective compared to paid marketing, but you'll have less control over things like timing and content. Public relations in 8 stepsDevelop an effective public relations campaign by following these 8 steps. Before starting a public relations program:
The success of a PR activity can be measured by the:
You can also track changes in KPIs, for example:
When setting your goals, make sure that you'll be able to both run the PR activities and manage all customer responses. As with all marketing tactics, you'll need to invest time and possibly some money in your public relations. Your budget will depend on the proposed initiatives in your marketing action plan. Make sure you budget for all elements, including:
Knowing your ideal customers will help you select the right channels, tools and activities. Refer to the target segments you prioritised in your marketing plan. Think about your ideal customers and consider:
Use this information when designing your public relations activities. Think about the reputation you want to build for your business. Ask yourself: What do you want to be known for? Brainstorm the big ideas that will get people talking about your business. These are your best public relations opportunities. Identify events or happenings at your business that could be newsworthy and ensure you:
To support your big ideas, draft the key messages that can be used as part of your PR material. Your key messages should be:
These messages should explain the who, what, where, when and why of your business, for example: "ABC Hardware is a family-owned business that has supported DIY enthusiasts in the Hills District with expert advice and quality tools since 1982." Make sure that your messages match your brand positioning. Base the selection of your public relations activities on:
To help you decide:
Keeping track of the many aspects of public relations requires good organisation. Once you have chosen an activity, create and maintain a work in progress document that includes:
Make sure your public relations initiatives are included in your marketing plan. Based on your planning, the next stage will be to deliver your public relations activities. This implementation will be based on your ideas, tools and contacts. For example...You might have recognised an opportunity to generate publicity for your outdoor adventure store – a staff member has recently won an international rock-climbing competition. To capitalise on this news and reach young outdoor adventurers, you:
In some instances, your public relations efforts may be focused on crisis communication in response to a risk to your reputation. To provide a response and clarify the facts, you may need to:
Remember that public relations is an ongoing creative process that helps to position your business and encourage customers to trust, like and support your business. You should:
As you're committing time and money to your PR program, you need to know if it's effective. This will help you identify tactics that work and those that don't. Your definition of effectiveness will depend on the goals you identified during your planning phase. This may, for example, be changes in:
Measuring your resultsLook at your KPIs and what you were trying to achieve. Keep in mind that you're not just looking for outputs (e.g. quantity of positive media) but also for outcomes (e.g. impact on target audience). Questions you can ask:
Depending on your target audience and KPIs, you can measure public relations success with:
Keep a record of your public relations activities and their outcomes. This can help you when planning future activities. Find support
To get the most out of your public relations activities, make sure it works well with your:
Consider the advantages and disadvantages of the following public relations tools and activities for your business. Media relations is about managing the way your business is portrayed in media channels. If you plan to do it yourself, you may want to start small by reaching out to a local community newspaper or website and attempt more ambitious projects as you become more confident and knowledgeable. Media relations can be done proactively or reactively. Proactive media managementTo actively promote your business and get positive media exposure, you could:
Reactive media managementSometimes you may need to manage a risk to your business. This could include:
Learn how to respond to an incident affecting your business' reputation. Tips for managing media
Advertorials are advertisements in the form of new stories or reviews, often on television and in print and online publications. The main benefits of a sponsored advertorial are that:
Paid advertorials should not be confused with independent coverage. The media publication will let the audience know that the article is sponsored. Some businesses engage external professionals for TV advertorials. This is a form of advertising and product placement. Business events enable you to engage with stakeholders in your industry, including customers, partners, suppliers, competitors and media. You could sponsor or attend events to:
To make the most of this investment, make sure you:
Speaking engagements can:
You can arrange speaking opportunities by:
Remember that a speaking engagement is not a direct sales pitch. Add value with useful, interesting information and ideas. If you're considering speaking engagements, ask yourself:
External partnerships are often good for business. The positive brand association with a trusted and respected organisation can create feelings of goodwill and loyalty towards your business. For example, your business may enter into a sponsorship agreement with:
When you explore a potential sponsorship, assess the costs and benefits. This may be based on either:
Community relations is about your connection with key stakeholders. Your community could be your local area or an online community. By becoming an active member of the community, you can:
Start by:
Employee relations should always be a priority. Your staff are the brand ambassadors for your business. Whatever your business size, improving your business culture will make a meaningful difference. Think about initiatives that will:
The ongoing benefits of a strong culture and an involved workforce include:
Action items
Public relations laws and ethicsPublic relations are public communications. This means there are legal and ethical considerations. Strengthen your credibility and reduce the risk to you reputation by:
Be professional, honest and consistent. Don't make false or negative comments. Customers can easily spot double standards, misleading information and insincere statements. Laws on defamation, privacy and copyright apply when you distribute information or express an opinion in the media. Consider these resources:
Top 10 tips for effective public relations
Also consider...
What services fall under public relations?Public Relations Services. Reputation management.. Crisis management.. Media relations.. Social media.. Speech writing.. Press releases.. Event planning.. Outreach.. What is special public relations?Special events, like any other public relations technique, should be used to achieve a specific public relations purpose. That means having a specific target audience in mind before the event planning starts and forcefully delivering a clear and unique message to that audience with the event.
Which are the two types of PR departments?There are 7 different types of PR:. Strategic communications.. Media relations.. Community relations.. Internal communications.. Crisis communications.. Public Affairs.. Online and social media communications.. What do public relation firms do?A PR firm offers various public relations services, from writing press releases and speeches to conducting market research and helping maintain your brand's reputation and reach. Whether the client is a company or a public figure, a solid public relations strategy is essential to maintaining a positive brand identity.
|