As a marketing agency, most of the services we offer are pretty self-explanatory. Digital marketing involves online marketing, SEO focuses on search engine optimization and getting found online, but when people see PR or public relations, they don’t really understand what that means. So what is Public Relations and why is PR important? Let’s find out.
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A Publicist or PR firm’s responsibility is to act as an extension of your brand to bring awareness to your brand or business through the media. Which means they’re responsible for communicating with the public on your behalf.
Communication can occur in any number of ways including, speaking to a group of people, reporting, holding special events, working with newspapers, magazines, or online publications for publicity (which is different than paid advertising), speaking on television, radio, or podcasts as a thought leader or expert in the field, holding a special luncheon for clients, and the list goes on and on and on.
In the social media realm, public relations activities could include blogging, providing guest blogs for free on a website, posting company activities on social media through Facebook or LinkedIn, and submitting press releases on behalf of the client.
How is Public Relations and Marketing or Advertising Different
To put it simply, advertising is considered paid media while public relations is considered earned media.
Public relations activities differ from marketing or advertising in that the communication is meant to inform, persuade and build strong relationships with the public or target market of a business. Public relations builds and protects the reputation or brand of a company, organization or individual. Much of the communication is done at no cost to the company through newspaper or magazine articles.
Marketing and advertising are also meant to communicate and do so in a promotional manner. The big difference is that marketing and advertising use communications channels that are paid for by the company. Those channels can include Pay Per Click advertising through Google, Social Media Ads through Facebook, Instagram, or Linkedin, Email Marketing, direct mail, or magazine ads. The focus of promotion is generally focused on a product, service, or combination of both.
What can a public relations company do for you?
Public Relations can increase your brand’s credibility. Your publicist can help bridge the gap between your brand and potential customers by establishing your brand as an expert or thought leader in your industry, making your brand seem more credible, which in turn allows the potential customers to trust your brand.
PR can help enhance your brand’s online presence. In today’s digital world, potential customers rely heavily on credibility factors like Google reviews and what is being said about your company on social media. It takes years to build up trust and credibility with your customers, but if you’re not careful, it can go away in an instant.
One bad review from a customer or (even a disgruntled employee) can actually spread bad publicity which will deter potential customers from trusting your brand. Your PR team’s responsibility is to stay in the know of what is being said about your business, and ensuring what is being said is accurate.
Does your brand or business need a PR strategy? Contact Twinning Pros today to see how we can provide a tailored strategy to meet the needs of your business.
Public Relations FAQ
What is public relations and how does it differ from advertising?
Public relations (PR) is the practice of building and maintaining relationships between an organization and its stakeholders, including customers, employees, media, and the general public. It differs from advertising in that PR focuses on building trust and credibility through earned media, such as media coverage and word-of-mouth, while advertising focuses on paid media, such as advertisements and sponsored content.
What are some of the key objectives of public relations?
Some of the key objectives of public relations include building and maintaining a positive reputation, increasing brand awareness, shaping public opinion, managing crises, and establishing and maintaining relationships with key stakeholders.
What skills and qualities are necessary for success in a career in public relations?
Some of the skills and qualities necessary for success in a career in public relations include excellent communication and interpersonal skills, strategic thinking, creativity, attention to detail, strong writing and editing skills, and the ability to work well under pressure and manage multiple projects at once. Additionally, a strong understanding of media and digital technologies, as well as the ability to stay up-to-date with industry trends and best practices, is also essential for success in this field.
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