Click searchJump to main contentLeft NavigationSearchHome Page????????????????????????????????????Accessibility HelpAbout UsSite Map
Bord Bia Logo

Starting your food business

How to get your business idea off the ground and up and running.

Marketing your business

Managing your costs and keeping everything in check as you work.

Insights for Business

Find out about markets, trends, products and categories.

 Public Relations (PR) 



“Public relations practice is the planned and sustained effort to establish and maintain good-will and understanding between an organisation and its publics”.  Institute of Public Relations, UK.

In summary:

  • PR involves creative means of building reputation and credibility.
  • PR means effective, timely and targeted communication.
  • PR relies on the principle that good business sets out to earn and keep the goodwill and support of its key stakeholders.
  • PR means careful analysis of feedback and information and the ability to adapt to changing circumstances.

Successful enterprises depend on a range of key relationships.  Well-managed public relations can turn all these vital relationships into assets for the organisation.  Key relationships include:

  • consumers
  • investors
  • legislators
  • the media
  • employees
  • neighbours.

Public Relations above all, requires planning. Once established, it requires ongoing activity to maintain a positive reputation for your products and company.

A word on what PR is not: it is not ‘free advertising’, or ‘spinning’ a story to the media, or exaggerating a product’s attributes, or ‘buying’ positive reviews from a journalist.

PR Activities:   Primary Uses:
Press releases    Generate brand/product/service awareness
Product launches    Convey news about an existing brand/product/service/organisation
Photo-calls  Reinforce advertising and promotional activity
Media interviews  Change/modify consumer opinion/perceptions
Trade events (exhibitions, corporate hospitality days, ‘open days’, seminars Position companies as leaders/experts
Holding statements/media training Help manage crises
Media/internet monitoring Tracking issues

PR

Strengths:  Weaknesses:
  • Credibility - perceived as coming from an independent source
  • Well executed PR can be a cost effective alternative to advertising
  • Lack of editorial control
  • Lack of predictability in timing of media exposure
  • Typically "slow-burn" in effect
  • Hard to measure