“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.
- 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:
- the media
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.
||Generate brand/product/service awareness|
||Convey news about an existing brand/product/service/organisation|
||Reinforce advertising and promotional activity |
||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|
- 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