3 Things Everyone Should Know About Public Relations
Businesses today depend on public relations expertise to be able to publicize their brands, products, and services. However, only some people can be able to explain what public relations (PR) do when hired to promote a business. Therefore, if you’re involved in the PR Agencies Vancouver industry, you are supposed to make your client understand why they should hire you to promote their businesses.
First and foremost, we mostly use any communication platform for reaching our target audiences provided it’s reliable and trustworthy. We can use social media, traditional methods or even speaking one on one with our audiences. To educate the public about PR and the skills needed in publicizing their businesses, we have explained five tips that you should understand about public relations.
What Are Public Relations?
In Canada, the Public Relations Society of Canada (CPRS) agreed that public relations are a strategic communication process that benefits the organizations and the public mutually. This was after getting a lot of suggestions defining public relations from different people. PR involves persuasion skills to your audience. The main objective in PR is to make the people living in your area or town promote your idea, buy your product, and support what you are doing or who you are or even acknowledging your accomplishments in life.
For public relations people achieve their objective, they need to be storytellers who tell narratives to achieve their agenda. PR is essential in building reputations through media or social media because they reach a lot of people when conveying information. A skilled PR practitioner is supposed to do extensive research to be able to analyze the organization hiring him to offer services. He/she should look for the positive messages from the team and transform them into inspiring messages which can have a positive influence on people. On the other hand, if the organization has bad news, the practitioner should formulate the best response and reduce the damage.
According to Princeton Review, a PR specialist is an image shaper who is supposed to generate a positive publicity and message to their client to build a good reputation for them. They are meant to inform the public about government’s activities, explain the agency policies and still manage political campaigns. This is possible because these specialists have necessary skills and experience to handle what they are given.
The following are our tools:
- Writing and releasing press releases
- Writing speeches
- Writing pitches about a firm and later sending them to journalists directly
- Create and execute special events which are designed specifically for public outreach and media relations
- Crisis management strategies
- Social media promotions as well as giving responses to negative opinions offered online
- Conducting market researchers on a specific firm which has hired us
- Through personal networking, sponsoring and attending events, we also expand businesses
- We use internal and external sites to write and blog about different topics
What is the difference between public relations and advertising?One of the key difference is that advertising is paid media while public relations is earned media. In PR, you convince editors or reporters to write a positive story about your client, you, a brand, candidate or an issue. When the story is written, it mostly appears in the editorial section of the magazine, newspaper website or TV station rather than on the paid section where advertisement messages appear. This is the reason why we are saying the PR is earned media. You’ve to earn the editors loyalty for your story to appear in the editorial section. Your article becomes very credible once it seems on social media because it was verified independently by a third party, unlike adverts which are mainly purchased.
Price is another huge difference between PR and advertisements. Public relations firms charge monthly retainers or get hired for specific projects which are available at that time. Advertising could turn out very costly because they are used to make money, and a lot of people are competing for the same paid section on papers. Paying extensively for an advertisement is not a guarantee that your message will be delivered or people will become more interested in your products or services. For people to get influenced by an advert, it needs constant repetition to provide the required information. In contrast, getting quoted in Forbes magazine, New York Times or Reuters can get you a lot of attention from new and existing clients because the sources are credible.
What Is News?
Understanding the nature of the story is critical when you want to hire a PR firm or start your campaign.
There are two ways of making news:
- Create a story
- Follow a story
You should consider whether the story is unusual? Is it news? Or whether there is a human interest angle in the story.
Here are the two ways you can make news:
Create A Story
It involves telling stories, and it is very common to firms which want to promote fresh items in the market e.g. new cars, new market, new applications, a new business plan or even winning an award.
There are other methods which are used in making stories e.g.
- Using opinion-editorials about a controversial topic
- Using social media where blog posts, tweets, photos, and videos are used in creating the story
- Using websites in content marketing etc.
Some firms prefer creating their events or speaking in front of prestigious groups of people to market themselves. Although it can be effective, this approach is expensive and time-consuming and hence not common in many firms. Instead of creating your on events, you can conduct simple phone or emails survey to peers, clients, and suppliers to get similar results.
Follow A Story
In this case, you notice a story in the news and respond fast. The story you follow could be a problem in the stock market, economic effects of droughts or snow storms, political scandal, etc. However, breaking news needs journalists to have an expert comment in real time either in an interview, through a phone call, conducting a video conference, a live video call, a tweet, an email or even IM. You should understand that you can get considerable media attention or connections when you reach out on a story which has just occurred.