PR uses a variety of paid and non-commercial communication channels, including:
Traditional media;
Social media;
Personal communication.
Using free platforms and channels for promotion has its advantages. It is not perceived by the public with such skepticism as paid advertising.
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PR or public relations is not easy to define. It cannot be fully classified as either marketing or advertising.
In 2012, the Public Relations Society of America (PRSA) reviewed thousands of definitions before deciding what PR is:
"Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
Differences between PR and Advertising
Differences between PR albania phone number resource Marketing and Advertising
PR is different from advertising. PR agencies do not specialize in paid advertising campaigns.
Rather, they promote the brand using content similar to native advertising , appearing in magazines, newspapers, news channels and websites, blogs and television programs.
Advertising is a form of marketing and is aimed at increasing brand or product recognition, sales growth and customer profits. It is mainly direct paid promotion. PR works a little differently.
PR operates more subtly, creating not demand, but a positive image of the company, on the basis of which the interest of both consumers and partners and even the state is subsequently built.
PR functions
The functions of a PR manager or public relations agency include:
Research, forecast, analysis and interpretation of public opinion, public attitude towards the brand.
Developing strategies to support each brand campaign and promote it through editorial content.
Writing and distributing press releases.
Speechwriting.
Planning and conducting special public relations and media events.
Writing content for the Internet - our own and external sites.
Development of an anti-crisis public relations strategy.
Managing brand presence on social media and responding to public feedback.
Advising employees of the organization regarding the policies, direction, responsibilities of the organization and their own responsibilities.
Working with government and legislative bodies on behalf of the organization.
Work with public groups and other associations in the direction of the organization’s social policy.
Investor Relations Management.
Marketing
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Building a positive reputation
A public relations professional helps a client create a story that portrays their idea, product, position, or achievement in a positive light. So, in a sense, PR professionals are masters of storytelling .
One of the main tasks of a PR specialist is to create a positive reputation for a business leader. The article explains how to do this and what to pay attention to .
Unlike advertisers, who tell about themselves to advertising platforms for a fee, PR specialists resort to other methods.
Methods of promotion in this case include traditional media, social media, or speaking engagements, which are particularly effective in reaching a wide audience. Keep in mind that the PR person is not just trying to reach a paying client – they are getting the message out to everyone.
Consider a small company that has just won an award for “Best Mid-Range Interior Design Firm.” A PR manager might ask a reporter to write a story about the achievement in a local publication to spread the news to the public and raise their profile among partners and clients.
Along with building a strong reputation for a business, a public relations professional also helps the public become aware of the award itself.
Public relations also extends to government agencies. PR managers may conduct political campaigns or explain new policies to the public.
PR as protection against risks
PR isn't just used for positive storytelling in a broad sense. It also works to repair any damage that negative events may cause to a client's reputation.
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Types of PR
Let's take a closer look at the types of PR. This will help us understand even better what it is.
Color classification
In the PR sphere, a bright classification by colors is used in every sense. This conditional categorization allows one to intuitively understand what methods are used to carry out a particular PR.
White PR
Classic formation of the customer's reputation with the help of positive news, feedback and other information about him.
For example, corporate social responsibility is a great way for a company to brand itself as a team of caring, ethical citizens who care about the well-being and prosperity of those around them.
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For politicians, the PR season begins before elections. Any deputy or official begins to travel around the territory entrusted to them, communicating with the population, listening to problems and participating in their solution.
Black PR
Its goal is to blacken the reputation of competitors as much as possible. To this end, custom-made materials are written that present the other side in an unfavorable light, and provocations are organized.
Gray PR
By analogy with other classifications, it combines elements of white and black PR, differing from the second in that it has a less pronounced, indirect character.
Khaki PR, yellow and green PR
The first type of PR means information impact during combat operations. Yellow PR - by analogy with the yellow press - refers to scandals and hot facts in the not very reliable press. Green PR implies the participation of environmental activists in order to discredit something that, in their opinion and the opinion of customers, threatens nature. For example, the construction of a plant by a competitor.
Types of PR by focus
According to the functions of the PR department or agency, public relations can be divided into 7 types:
Media Relations : Establishing good relationships with the media and acting as a source for their content.
Relations with the media
Investor Relations . Organizing investor events, publishing financial reports and regulatory documents, and handling investor, analyst, media and complaint inquiries.
Investor Relations
Government relations (GR) : representing the brand to the government in the context of corporate social responsibility, fair competition, consumer protection and labor safety.
Relations with the government
Community Relations . Managing the social aspect of the brand and establishing a positive reputation in the social niche: environmental protection, education and other issues.
Relationships with the community
Internal Relations . Advising employees of the organization on the organization's policies, responsibilities and their own. Collaborating with employees during product launches and events.
Internal relations
Customer Relationships . Managing relationships with the target market and key consumers. Conducting marketing research that allows you to learn more about the interests, attitudes and priorities of customers, and develop influence strategies using media publications.
Customer Relations
Marketing communications . Support for marketing campaigns related to product launch, brand awareness, image and positioning.
Marketing communications
PR tools
If “public relations” still sounds mysterious, let’s look at the set of tools hidden behind the wording.
Press releases
One of the most important PR channels. When something important happens in a company - a new product launch, a management reshuffle - a press release is issued about it.
Its essence lies in the fact that the press secretary or PR department of the company sends out a message to the media that something has happened or will happen that will be of interest to the public.
Depending on the goals, the source material may contain only a dry set of facts or an embedded message that the company intends to convey to the audience. Then journalists come into play, coordinating the presentation and text with company representatives.
Pitches
A less formal type of short meetings with reporters. The PR person's task is to interest the latter with a short, interesting message that could attract the audience's attention.
Special events
PR specialists use many resources to attract the media, the public and business circles. Including the organization of events. Interaction with the audience works great.
For example, on October 22, 2019, Calltouch is holding Callday. The business event, organized jointly with Megafon, will gather more than 5,000 people working in the digital sphere and beyond at VTB Arena. It will become a platform for exchanging experience of numerous acquaintances and concluding business agreements. What is most important for us as an organizer, our authority reaches a new level.
Research
Conducting market research and public sentiment research will help you better understand the current public attitude towards your brand. It will show you what is already good and what could be improved.
PR professionals can also suggest that a company conduct industry research that has not been done before. Both industry representatives and the general public will find the new information interesting. This is one way to create content and newsworthy stories that build brand trust.
