What exactly is Public Relations and what makes it a promotional powerhouse for your business? While advertising is targeted and very focused, Public Relations programs strive to present all aspects of your business—your products, culture and community connections—in
front of your target audience consistently.
Public Relations campaigns are multi-faceted and aim to reach the consumer or target audience (potential investors, employees, community leaders) through a diversity of media outlets. As the pieces that appear in various outlets are often placed by a PR person or agency rather than a salesperson, there is an inherent sense of credibility that may not come through in a traditional advertisement. There is a sense of objectivity that is valuable in and of itself.
The reach of a good PR campaign is extensive. While utilizing traditional print, radio and television venues that are customarily used in advertising, Public Relations managers are making good use of a full array of other tools as well.
More than Just a Press Release
Good PR is about creating favorable impressions. Be it a product, a line of products, your company’s latest philanthropy or a biography of the new CEO, the goal is to find the best outlets to spread the word and present the image the client wishes to portray.
Though the standard Press Release we’re all familiar with is part of the package, a comprehensive PR program will likely include some of the following tools as well: media tours, press conferences, newsletters, speaking engagements and event sponsorships. Each of these
options will reach different target audiences with the message that you want them to hear. Great PR doesn’t just sell a product. A sound PR program will work to make your company and your products a known and trusted part of the community in which you operate. That image will foster loyalty and strengthen sales in ways that traditional advertising alone just can’t compete with.
Good PR—Good Impression
Goals for a wide-ranging PR program are to excite interest, provide detailed information, expand awareness, enhance brand loyalty and educate the target audience. More than just communicating what product you are trying to sell and its price, good PR provides the audience with an evolved image of your company’s culture and mission. Increasingly consumers find it important to know about the company and its policies, not just the products it makes.
Here are some key ways to you every business owner or brand can effectively leverage PR:
Define your goals: Before diving into PR initiatives, clearly define your objectives. Whether it’s to increase brand awareness, promote a new product, or manage a crisis, having specific goals will guide your PR strategy.
Identify your target audience: Understanding who your target audience is will help tailor your messaging and PR activities to resonate with them. Conduct market research to identify their needs, interests, and preferred communication channels.
Craft compelling stories: PR is all about storytelling. Develop narratives that highlight your organization’s values, achievements, and impact. These stories should be authentic, relatable, and aligned with your target audience’s interests.
Build media relationships: Cultivate relationships with journalists, influencers, and bloggers who cover your industry. Engage with them on social media, provide them with valuable insights, and offer to be a resource for their stories. Building these relationships can lead to
positive media coverage and increased visibility.
Develop a strong online presence: In today’s digital age, having a strong online presence is essential. Create and maintain a professional website, regularly update your social media platforms, and optimize your online content for search engines. This will help increase your
visibility and credibility.
Happy WPRD 2023 to every PR practitioner around the globe.
- Peter Molokwu
Peter Molokwu and I’m the Lead strategist and Co-founder at Ligera Digital Agency