Public Relations (PR) - DigiKaria

Public Relations (PR): An Overview

Most companies are dependent on their public image.

According to Livemint, 63% of the value for a company is made up by PR.

To maintain a beneficial relationship with the public it is important for companies and individuals to invest in good PR strategies with a strategic communication process.

What does PR mean?

PR Full Form:

Public Relations – PR.

Promoting a brand publically using editorial content and getting people to change opinions or take action is the main purpose of PR.

PR helps to inform and persuade the public to shape and frame perceptions about the brand by influencing, engaging and building a relationship with them.

It is an art of crafting and delivering messages that inform, educate, create or change opinions, attitudes and actions.

The main objective of public relations is to maintain a favourable reputation of the company or an individual.

Public relations agencies:

  • Don’t buy ads
  • Don’t focus on paid promotions. 

PR can be done via:

  • Press release
  • News conference
  • Special Events
  • Special Promotions
  • Interviews with journalists
  • Social media posting
  • Other avenues

A typical PR editorial campaign includes:

  • Magazines
  • Newspapers
  • News channels
  • Websites
  • Blogs
  • TV programs

Public Relations – PR Definition

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

– PRSA

Why is Public Relations important?

Importance Of Public Relations

Communicating with stakeholders, partners and individuals is essential for every organization.

Getting favorable mentions of organizations holds more weight than a paid ad.

For effective brand positioning, Public Relations is essential.

Primary objective of PR is to:

  • Spread important company news or events
  • Maintain brand image
  • Protect, enhance or build reputations
  • Increase brand credibility
  • Promote brand values
  • Inform target audiences about positive associations
  • Helps companies to create a strong online presence
  • Generate a loyalty factor for the brand
  • Creating substantial goodwill for the company
  • Capitalise on the opportunities
  • Give a positive approach to negative events and mitigate the damage

By the end of 2022 the PR industry is expected to surpass a worth of 93 billion dollars.

Types Of Public Relations

Public relations can be divided into the following types according to their functions:

Media Relations

The goal is to generate positive coverage and want the media to do your advertising for free.

  • Establishing a good relationship with the media organisations
  • Writing press releases
  • Acting as their content source by getting coverage in the print and broadcast media
  • Respond to requests and comment from journalists
  • Arranging press tours and press conferences

Investor Relations

  • Handling investors events
  • Releasing financial reports
  • Regulatory filings
  • Handling investors, analysts, media queries and complaints.

Government Relations

Also called Public Affairs/Lobbying. Representing the brand to the government in regards to:

  • Corporate social responsibility
  • Fair competition
  • Consumer protection
  • Employee protection

Community Relations

  • Handling the social aspect of the brand
  • Establishing a positive reputation in the social niche
  • Getting local support for a project
  • Giving back to the community

Internal Relations

  • Counselling the employees of the organisation
  • Coordinating with them during special product launches and events
  • Creating internal newsletters and other communications
  • Maintaining good relationships between line managers and their team
  • Introducing an employee wellbeing programme
  • Liaising with unions and resolving disputes
  • Work/life balance initiatives

Customer Relations

  • Maintain relationships with target customer and lead consumer
  • Conducting market research to know more about interests, attitudes, and priorities of the customers
  • Crafting strategies to influence customers using earned or free media

Marketing Communications

Supporting marketing efforts relating to:

  • Product launch
  • Special campaigns
  • Brand awareness
  • Image
  • Positioning

Corporate Communications

Social Media Communications

Platforms like Facebook, Instagram, Twitter, Linkedin, Youtube can be leveraged to:

  • Make company announcements
  • Respond swiftly to bubbling negative stories in real-time
  • Understand what is being said about the brand
  • Influence public opinion
  • Identify and engage influencers
  • Connect directly with journalists on developing stories
  • Opportunity to connect with customers
  • Demonstrate outstanding customer service

Crisis Communications

Crises involve:

  • Bankruptcy
  • Product failures
  • Management wrongdoing

What is the role of public relations?

A public relations expert comes with a strategic communication plan to maintain a strong relationship and create a positive brand image with potential customers using media – direct and indirect mediums.

They enhance the company’s image, build goodwill and attract the investors, customers, media and other associates.

The functions of public relations manager or agency include:

  1. Attitude and opinion of the public towards the brand is Anticipated, analysed, and interpreted with strategies that use earned or free media to influence them
  2. Developing strategies to support brand campaigns
  3. Writing and distributing press releases
  4. Speechwriting
  5. Event planning and execution like special public outreach and media relations events
  6. Conducting market research of the firm and it’s communications
  7. Writing content for internal and external websites
  8. Developing a crisis public relations strategy.
  9. Protecting organization reputation
  10. Responding to public reviews and handling the social media presence of the brand
  11. Counselling the employees of the organisation
  12. On behalf of the organisation dealing with public affairs related to the government and legislative agencies 
  13. Handling investor relations
  14. Sponsoring events, personal networking etc to expand business contacts
  15. Response to negative opinions online and social media promotions
  16. Change or influence public policy
  17. Drive customer engagement and generate leads via content creation
  18. Brand Journalism
  19. Integrated Marketing/Integrated Marketing Communications

Public Relations Models

Press Agentry/Publicity

It is a one way communication to the employees, investors, stakeholders and other associates to create a positive image of the company.

  • Accuracy is not important
  • Organizations do not conduct audience analysis research or take feedbacks

Public Information Model

It is a one-way communication of relevant information delivered through press release, video release, news, recorded message etc, from the organization to investors, stakeholders, employees and other associates.

  • Presents more accurate information
  • Do not conduct audience analysis research

Two-way Asymmetrical Model

It is an imbalanced communication approach that organizations use to make the audience believe in their product by influencing, persuading and manipulating them.

  • To better understand the audience’s attitudes and behaviors research is conducted

Two-way Symmetrical Model

Positioning the brand with a strategy of conflict resolution with feedback from everyone is taken into consideration.

  • Creates a mutually beneficial situation
  • It is the most ethical model

Did You Know:

The first ever PR firm – The Publicity Bureau (Formed in the early 1900s) in Boston.

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