Living in a Pr World

8/9/2019 Living in a Pr World

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RADU IOANA

Universitatea Titu Maioresc

Facultatea de Stiinte Sociale, Politice si Umaniste – Specializarea Comunicare si Relatii Publice – AN I

LIVING IN A PR WORLD

In te !orld o" #$%&, a !orld o" media and ima'e, Public Relations pla(s a ver( important role no

onl( "or companies, products or "or celebrit( stars, but also "or us, common people) To develop or even to

e*ist in no!ada(s as individual or as a commercial product (ou !ill need a 'ood PR to reinvent (oursel"

accordin' customers or !orld demands)

The first step for understanding the importance of PR is to figure out exactly what is involved, and

sadly, there is never going to be an exact answer. Every PR strategy is going to be custom-tailored to th

individual business, as any well-executed marketing plan should be. The following include some of the mor

commonly used techniues and it!s a must to be used today as a guideline for the things involved

Press Releases - Press releases are an excellent way of updating the public about recent changes regarding

your business and its products. They are often distributed online. #ebsites such as PR #eb allow you t

distribute your press releases throughout ma$or news sites and search engines extremely uickly. Media Alerts - %edia alerts are similar to a press release. &nstead of providing information about you

company changes or products, you would inform the media about a conference or event you are holding. Th

idea behind this is to encourage photographers or reporters to attend, providing exposure for your company. Press Tours - &dentify the important and influential $ournalists or bloggers within your industry. Then provid

a reason to get them to meet with you, or simply have a conversation. 'reate an interesting and newsworthy

topic to do with your business for them to write about, aiming to make it

interesting enough to the readers of the $ournalist or blogger. (opefully, your company will then be put i

front of readers that are directly interested in your niche.

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Trade So!s - )ttending trade shows specific to your industry are an excellent method for networking wit

influential people. &t allows you to build up connections, develop your brand, and generate interest in you

company. +mail Maretin' - #hilst this techniue is often heavily associated with internet marketing, it often plays

key role within a PR expert!s toolkit. The idea is to create a database of potential and existing customers. *ou

will then use it to email them with information regarding your industry, or present them with your new

products. Social Net!orin' - #ith the recent rise in active social media users, the purpose of social media from

business perspective has risen dramatically. The idea is to build and maintain relationships with your potentiaand existing customer

+nderstanding these techniues and how they work is one thing, but actually implementing them

effectively reuires an expert or at least someone that has some type of experience. This is why mos

businesses are choosing to hire agencies or freelancers to carry out their PR. #hen you combine the abov

techniues with a clear plan, and you have the right resources to carry it out, the end result is hugel

beneficial for businesses.

+sing PR as a marketing tool also allows you to gain credibility for your business. Reason being, PR

presents people with information from a third party. #e are much more likely to trust positive coverage abou

companies that we read in a newspaper, magaine, or on an online press release. 'ompare that to the only

alternative that will reach the same volume of audience, such as using television, billboards, radio or othe

advertising methods. #hen you compare the two, you can see why more and more businesses are starting to

develop PR strategies.

Advantages of Public Relations

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Public relations offers several advantages not found with other promotional options. irst, PR is often

considered a highly credible form of promotion. /ne of PR!s key points of power rests with helping t

establish credibility for a product, company or person 0e.g., 'E/1 in the minds of targeted customer groups b

capitaliing on the influence of a third-party -- the media. )udiences view many media outlets as independent

party sources that are unbiased in their coverage, meaning that the decision to include the name of th

company and the views expressed about the company is not based on payment but on the media outlet!

$udgment of what is important. or example, a positive story about a new product in the business section of

local newspaper may have greater impact on readers than a full-page advertisement for the product sinc

readers perceive the news media as presenting an impartial perspective of the product.

2econd, a well-structured PR campaign can result in the target market being exposed to more detaile

information than they receive with other forms of promotion. That is, media sources often provide more spac

and time for explanation of a product.

Third, depending on the media outlet, a story mentioning a company may be picked up by a larg

number of additional media, thus, spreading a single story to many locations.

Future trends in Public Relations

+ntil recently most public relations activity involved person-to-person contact between P

professionals and members of the media, such as $ournalists and television news reporters. (owever, severa

trends are developing that alter the tasks performed by PR people. &n most cases these changes are the resul

of new &nternet technologies that are uickly gaining widespread acceptance among &nternet users and ar

becoming new media outlets in their own right.

Trends include"

o

updating corporate newso corporate blogs

o social media

o podcasting

o search engine optimiation.

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-verall, developin' a success"ul PR strate'( is "undamental in tain' businesses to te ne*t level) .i

a summar(, !e can admit tat it provides te "ollo!in' bene"its/

o it provides a vital role in promotin' businesses to teir customers)

o !en done correctl(, it can o"ten provide a 'reater result tan advertisin', !ilst costin' less)

o it allo!s (ou to 0uicl( respond to opportunities !itin publicit()

o i" (ou ever e*perience bad press, avin' a solid PR strate'( in place !ill reduce te dama'e caused)

o it can improve te overall ima'e o" a compan( !itin te communit()

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Living in a Pr World