Public relations, or PR as it is often abbreviated to, is a term thrown around quite often, yet what it actually means is fairly ambiguous and many people will have vastly different definitions. To clear up any confusion as to what full service public relations includes, here is our comprehensive, no nonsense guide to quality PR and how your business will benefit from it.
To begin with, it is important to differentiate PR from straight publicity. Publicity is the art of getting your businesses name “in ink” as they say. Typical means of publicity are features on your business or you as a business owner, interesting new releases or products from your business and of course managing good or bad news that may be reported about your business in print, online and commercial media.
Achieving media coverage of this nature is no easy feat and thus why it is important to engage the services of an agency that has the connections and know how to get your brand featured over that of your competitors. This is often achieved through media send outs and contacting journalists who the agency knows are likely to write stories relevant to your target customers. While publicity is a vital part of PR as a whole, there is much more to public relations than just seeing your businesses name in lights.
Along with media relations and publicity, good public relations will also cover event planning, publicity opportunities such as expos, conferences, stunts, fashion shows etc., connections with influencers and other prominent figures within your industry and ensuring the continuity and spread of your brand message.
When engaging with a PR agency it is important to be clear as to what your key performance indicators are and what you are looking for from their services. It is vital to remember that the benefits of public relations are not always immediate. Think of it this way, if you hear of a brand once, you’re likely to forget about it fairly quickly. Hear about it two or three times and you might engage with them but if you hear about the continuously from various sources, you’re far more likely to sit up and take notice. This is why your PR agency will like to take multiple angles and have various lines of work going at any one time to ensure your brand reaches your target market in ways that will truly speak to them and that results in sales are more likely to be seen after two to three months of work for brand new businesses.
While for many businesses the goal of PR is to increase sales, this is not the only key indicator that should be considered when measuring the success of a PR campaign. Brand awareness, social messages and long term beneficial connections are sometimes more valuable to your business as they will ensure your brand is front of mind for customers for years to come.
Consider Dove’s “Real Beauty” or “Choose Beautiful” campaigns. The direct focus was not on promoting products, but promoting brand and social messages that will in turn situate Dove as a brand committed to empowering women and thus become a preferred choice for female customers in the future.
Public relations is a multi-faceted service that has the power to catapult your brand into the eye of the media and into the forefront of your potential customers minds. By going beyond straight publicity to engaging every facet of public relations from events to brand awareness campaigns, a full service agency like Adcreators can easily create the break your brand needs.