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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.
A Publicist or PR firms’ 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 web site, posting company activities on social media through Facebook or LinkedIn and submitting press releases on behalf of the client.
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 is also meant to communicate and does 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 the promotion is generally focused on a product, service or combination of both.
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.