There’s a lot of hype about the field of PR. Sometimes, PR is considered just for the super-cool (see Whitney’s work in MTV’s “The City”). In other cases, it is seen as the engine behind publicity stunts nationwide or the significant media attention paid to brands. However, the reality is that PR is a daily job that is required by all businesses, big and small, to create awareness of their brand and maintain an image of goodwill to the public. PR is a company’s voice, telling people what’s happening regardless of whether it’s a product launch, major corporate milestone, a new employee, a special occasion, an expansion of service, or any other. We’re seeing more and more in business meetings with new attendees that a small percentage of people know the importance of PR and what it can bring to companies over the long run. The gap between the reality of PR and the hype surrounding it is particularly evident when we’re asked about commission-based charges or unattainable goals (like appearing on Oprah… the next day).
Here we’ll define what public relations are, what it’s not, and those who could benefit from the public relations strategy.
What is PR?
1. Exposition. Call it brand awareness or name recognition, or call it publicity. It’s all the same. Public relations is the process of gaining exposure. Public relations can create exposure for an organization, brand, or service. It can take many various forms, including publications in magazines, blogs online and product reviews, TV segments on the news at night as well as mentions on radio broadcasts or tweets on Twitter, and branding in the form of newsletters, flyers hung in the local coffee shop or in workshops, public speaking events, as well as awards and recognition and the list, is endless. It is important to remember that the form of exposure doesn’t have to be an exact formula that can be applied to all situations. PR campaigns must be tailored and crafted around the company’s particular goals and budget. The great thing about the PR industry is its flexible, customizable, creative, and constantly changing to keep pace with the latest developments or to develop the latest fashions, all by using various media to reach out.
2. Affirmative. How often do we look at an advertisement or watch a commercial, and wonder, is X product really able to do this? It’s probably quite often. However, what is the average time readers read an essay by a reporter and then ask a similar question? Perhaps not as often. We rely on media professionals as trustworthy, reliable sources who provide objective findings in their editorials. When a journalist discusses the product’s efficacy, that is a good thing because they’ve conducted research, spoken to those who have tried the product, spoken to the spokespersons for the company, and sometimes even tested the product to give an honest and precise report. This is also true for information about an organization or service. Media professionals do their homework to ensure that whatever they report is authentic and genuine. Many publications adhere to an exemplary level of honesty in their journalism. Unfortunately, some publications don’t distinguish between ad dollars and reliable journalism. However, these publications are few and far among them, and your PR team will be aware of which publications to avoid contact with for this reason. In the end, if an impartial, independent third party can admire your product, company, or service, people will be more likely to be impressed and appreciate it.
3. Cost-effective. Advertisements on popular television, online, or print media outlets could cost between just a few thousand dollars and several million. That’s just for one ad, and you’ll need to be sure that it’s the only TV station, website, or magazine your potential customers are browsing through. On the other hand, PR campaigns can range from between a few hundred and several thousand dollars per month, which could result in dozens or hundreds of press mentions across different outlets and various media, including print, digital, and broadcast. When you’re looking to get the most value for your money, it is always the case that PR is more efficient in generating publicity.
What is PR:
1. exclusive. You don’t have to be a renowned fashion designer or an international tech firm to benefit from PR. All companies of any size in all sectors can benefit from custom PR campaigns to gain visibility and trust.
2. Advertisement. To advertise, you make an advertisement and pay a generous amount to ensure that it is placed within a media outlet. To do PR, you employ a professional or group of experts to meet with editors and reporters about your latest news and let them write articles about you to benefit their readers. You probably pay an advertising agency to design and create an ad when you advertise. You will also be making payments to the newspaper outlet that post and airs or post or publish the advertisement. In the case of public relations, a PR company or professional must speak to their media contacts regularly to develop editorial placements. In addition to paying the PR professional for time, contacts, and knowledge, there’s no additional money exchanged.
3. 100% Guaranteed. Because public relations is not paid for advertising, there’s no guarantee that an article will be broadcast or a report will be published. The dynamic nature of the PR industry means that stories are constantly breaking news, new trends are emerging, and innovative products and solutions are continually being developed. If a camera crew from a television station is scheduled for your event, but the news breaks before the event, new breaking stories will have precedence. This is the nature of business. But, it’s the responsibility of the public relations representative(s) to coordinate with their contacts, keep the story current, find the story’s newsworthy hook, and then get the media to report on your account whenever feasible.
4. Revenue. Too often, we’re asked, “how much can I anticipate my bottom line to grow through PR?” A better question would be, “what media coverage can I anticipate with my budget?” PR companies and professionals are in business because they are experts at what they do. They can secure editorial coverage, understand how to collaborate with media, and understand the elements that make a story newsworthy. PR professionals can help you secure editorial placements, bring new visitors to your website, and provide a wealth of media exposure; ultimately, your product or service needs to be excellent and priced so that customers will buy or utilize it. PR pros tell the story, but it’s your responsibility and the sales staff’s responsibility to market the product or service.
However, it is important to anticipate that your PR staff will be able to provide you with the amount of media coverage you can anticipate with an allocated budget based on their previous knowledge. Although PR isn’t assured, those who have been in the field for long enough will be able to inform the truth about what’s achievable and what’s not based on your company’s budget, the size of your business, and the credibility of your content. https://www.comparably.com/companies/otter-public-relations
Who should be using PR?
All businesses, big or small, from every industry will profit from PR. If you’re a smaller company, consider consulting with private consultants and boutique agencies since their costs are much more affordable. The goal of hiring or outsourcing PR specialists is to find one with the time, connections to the media, and knowledge to complete the task. It’s a full-time position that requires a wealth of experience and knowledge of the industry, outstanding communication skills, and strong relations with reporters. https://trustanalytica.com/us/fl/orlando/reviews/otter-public-relations
The clients and the PR company should be equally dedicated to the project, regardless of who is accountable for the implementation. PR is a long-term investment that can, over time, definitely increase the value of your business. However, if you’re not ready to put the time, money, and energy into creating a strategically and effective PR strategy, put it off until you’re prepared. Otherwise, you’ll be content with the outcome regardless of the campaign’s success.
I hope that this article will provide some understanding of the basics of PR and isn’t. My most important advice for all potential clients is that you should speak with a variety of PR companies/professionals before deciding to start an initiative in PR. It will not just give you a better idea of which professional firms best suit your business. Still, it can be a great learning experience for you to learn how each professional or firm approaches PR and their advice for your particular business. Get proposals from at least three professionals or firms and then meet with each of them individually. Decide based on their knowledge of experience, their relationships, and overall security and trust that the PR company or professional will accomplish the task. Be sure to request examples of work and references, and know the exact amount you’ll be charged and how it is communicated regularly. My final suggestion is to meet in person every quarter to review and review your PR strategy. You should also look at the progress up to date and assess how the campaign has impacted your profits. There should be an increase in your revenue as time passes If both you and the PR professional follow the strategy and work towards the same goal, which is to increase the visibility of your business.Caroline Callaway is the owner of Bolt Public Relations, a full-service public relations and communications firm that serves small and mid-sized businesses across Southern California. For more information, https://upcity.com/profiles/otter-pr/st-petersburg
