Public Relations Overview -

What is public relations, and how can it help your company or organization?

Public Relations is a powerful reputation and brand-building force that has includes many tools and strategies. Please see below for more information on how PR can help you...

What is Public Relations - Definitions:

“Public Relations is the deliberate, planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.”

- The Institute of Public Relations

"Public relations helps an organization and its publics adapt mutually to each other."

- Public Relations Society of America (PRSA)

Good Public Relations can help your organization:

Build brands in new and existing markets
Create credibility and build your reputation
Build positive relationships with your various audiences and stakeholders
Protect itself in times of crisis.

What functions does Public Relations include?

Public Relations is a vital part of the overall marketing function. The Public Relations umbrella includes the following main areas:

Media Relations
Community Relations
Employee Relations
Customer or Member Relations
Investor or Stockholder Relations
Government Relations

Specific public relations activities include strategic planning, corporate identity, creating and producing literature and collateral materials (brochures, newsletters, annual reports), media training and coaching, writing and editing, research, event planning, awards programs, etc.

How does Public Relations fit with other marketing activities?

Public Relations is a powerful tool in any marketing program, and has a critical role along with various other marketing activities (advertising, direct response marketing, business to business and consumer marketing, website & Internet marketing, special events).

Steps in Developing a PR Strategy:

1 Identify your target audiences and stakeholders

2 Identify how you want to be perceived

3 Craft your key messages to reach those targets and to obtain your objectives

Once these steps are accomplished, you have the basis for a consistent message throughout all your communications – from press releases to advertisements to your website.

PR/Media Relations Tips from Bloomfield Marketing:

Research and maintain a quality media list of the media that your targets are reading and watching.
Press releases must be short, sweet & to the point and - most importantly - newsworthy!
Presentation matters in press releases or press kits. Make sure they represent your organization well and that they look professional and are well written.
Newsworthy press release topics can include new or unique products and services, support/involvement in community events/sponsorships/charities, new hires, financial performance, major anniversaries or other milestones, and renovations or expansions.

Helpful resources in your quest for more PR knowledge:

Public Relations Society of America – www.prsa.org
American Marketing Association – www.marketingpower.com
Public Relations Writing: The essentials of style and format – Tom Bivins
The Fall of Advertising and the Rise of PR – All Ries & Laura Ries
Prentice Hall’s One-Day MBA in Marketing: A complete education for the busy professional – Michael Muckian

Public Relations is not a quick fix, but is an ongoing process! Please contact us for more information on how we can help you establish a strategic and effective PR campaign!

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