Hiring a public relations (PR) agency is one way to manage communication between you and the public—your potential customers—but how do you know if it’s what you need for your business?
Practitioners consider PR as the management of communication between an organisation and the public to preserve or enhance the reputation of that organisation. In many cases, PR has a promotional function, where the PR agent facilitates positive media coverage through media, social media and other communication channels. Sometimes organisations use PR to limit brand damage during a disaster, for example if a CEO says something offensive on national TV or there’s a public outcry about the organisation’s activities.
PR versus publicity
One common misconception is that PR is just publicity. The truth is, it’s more complex than publicity. PR is a management function and works towards creating a mutual understanding between a business and its customers/audience.
Sure, sometimes it’s about publicity but it is also about getting the right messages across and influencing key stakeholders to become advocates of your business. It’s not just about getting your name in the paper; it needs to be on-brand, strategic and influential. PR works when it’s embedded with your brand strategy, not just to produce hype.
PR on call
Some people believe you only need PR during certain times, for example, when the organisation is in crisis mode. If you’re calling on PR experts for the first time during a crisis, I’d suggest it’s too late!
Because PR is a management function, handling negative publicity occurs even before the crisis hits. A good PR agent will have a risk management plan that will include the levers to pull when things go wrong. To be truly effective, PR needs to be ongoing. There really is no such thing as a quick fix and generally, if you’ve focused on building up the right reputation for your business for a while, it is much easier to fix a problem than starting from nowhere.
PR belongs in the news
Positive media coverage is great for your business, but the idea that everything new is news and should be brought to the press’ attention is a fallacy. Many businesses confuse something new with something newsworthy. Media outlets are looking for the latter; media coverage is not free advertising.
If your message is something that you would normally use an advertisement to say, for example, announcing that your business is having a stocktake sale or that you are better than your competitors, then this is not newsworthy.
Can I be honest with you for a second? No one cares that you believe your business is ‘awesome’ or ‘leading’. A journalist is not going to share information like that with their audience who took time to read/listen/view the article or program. Would you enjoy reading about how your competitors claim they are the best? I thought not… Enough said.
A PR practitioner will find the right angle to make something newsworthy. Instead of bragging about how great your business is, the right kind of PR will show how great your business is by sharing your expertise or case studies, or by communicating your newsworthy activities, whether that’s winning an award, doing important research or performing noteworthy acts.
PR is a way to manage communications to show the world the best parts of your brand and enhance your, or your organisation’s, reputation. If this is a function you’d like to include in your communications activities to help your business thrive, get on board.