FAQ
What is public relations?
To put it very simply, public relations (PR) involves explaining to appropriate audiences: – what you do – how you do it better than your competitors – what the business benefits of your products, services or solutions are to your clients
To put it very simply, public relations (PR) involves explaining to appropriate audiences:
- what you do
- how you do it better than your competitors
- what the business benefits of your products, services or solutions are to your clients
Why should I do PR?
Organisations which successfully achieve media coverage of their brand and products benefit by communicating key messages achieving publicity for new products and services influencing opinion, stimulating debate and generating sales leads. Many types of media are interested in receiving news or feature ideas from you, provided the story has a newsworthy ‘angle’ appropriate to their viewers, readers or listeners. These include: – regional and local newspapers – industry and business publications, newsletters – online media, local radio and regional TV
Organisations which successfully achieve media coverage of their brand and products benefit by communicating key messages achieving publicity for new products and services influencing opinion, stimulating debate and generating sales leads.
Many types of media are interested in receiving news or feature ideas from you, provided the story has a newsworthy ‘angle’ appropriate to their viewers, readers or listeners.
These include:
- regional and local newspapers
- industry and business publications, newsletters
- online media, local radio and regional TV
What is an ‘angle’ ?
The angle is the aspect of your product, service or event that makes your business newsworthy to the appropriate audience. For example: What’s new about your business, product, service or solution? What’s distinctive about it? How does it solve a prevalent problem? How does it relate to a current trend? How does it benefit your clients? The last one is actually the most important – it turns a workaday press release stating that your business has sold something into a fascinating story which editors will judge useful to their readership – a readership consisting of potential customers!
- What’s new about your business, product, service or solution?
- What’s distinctive about it?
- How does it solve a prevalent problem?
- How does it relate to a current trend?
- How does it benefit your clients?
The last one is actually the most important – it turns a workaday press release stating that your business has sold something into a fascinating story which editors will judge useful to their readership – a readership consisting of potential customers!
What is an audience?
An audience, or a ‘public’, is a group of people on whom your company’s success depends. Public relations establishes and maintains mutually beneficial relationships with these audiences. The range of publics will differ from organisation to organisation, but broadly it may consist of: investors, analysts, employees, current and future customers, trade organisations, non-governmental organisations, legislative bodies and governmental agencies, published, broadcast and internet media. Not all of these will contribute to the bottom line, but they can be powerful ‘influencers’.
An audience, or a ‘public’, is a group of people on whom your company’s success depends. Public relations establishes and maintains mutually beneficial relationships with these audiences. The range of publics will differ from organisation to organisation, but broadly it may consist of: investors, analysts, employees, current and future customers, trade organisations, non-governmental organisations, legislative bodies and governmental agencies, published, broadcast and internet media. Not all of these will contribute to the bottom line, but they can be powerful ‘influencers’.
How does PR reach the right audiences?
The vehicles for PR to reach appropriate audiences include: – Press releases – Case studies – Press events – Customer events – Product launches – Product demonstrations – Sponsorship These can be used in the context of other events, appearance at tradeshows and announcements at corporate level.
The vehicles for PR to reach appropriate audiences include:
- Press releases
- Case studies
- Press events
- Customer events
- Product launches
- Product demonstrations
- Sponsorship
These can be used in the context of other events, appearance at tradeshows and announcements at corporate level.
What’s the difference between PR and media relations?
Media relations is one aspect of PR. Its goal is media coverage – news stories, feature articles, interviews, editorials and reviews. The overall goal of PR is: – To raise your business profile – To increase understanding of your offering – To generate sales leads
Media relations is one aspect of PR. Its goal is media coverage – news stories, feature articles, interviews, editorials and reviews. The overall goal of PR is:
- To raise your business profile
- To increase understanding of your offering
- To generate sales leads
Is PR part of marketing?
Yes. The most successful marketing programmes effectively co-ordinate all the disciplines of advertising, PR, sales promotion, design and direct marketing.
Yes. The most successful marketing programmes effectively co-ordinate all the disciplines of advertising, PR, sales promotion, design and direct marketing.
Is PR the same as advertising?
No. Advertising uses paid-for space or time in the media to convey a message, while media relations will only endeavour to inform or persuade a journalist that a story is worth publishing because it will interest the readers. Public relations is especially effective as a promotional tool because people (specifically, prospective consumers) give more credibility to what they read or hear when it comes from news sources. On the other hand, advertising messages are often greeted with suspicion.
No. Advertising uses paid-for space or time in the media to convey a message, while media relations will only endeavour to inform or persuade a journalist that a story is worth publishing because it will interest the readers. Public relations is especially effective as a promotional tool because people (specifically, prospective consumers) give more credibility to what they read or hear when it comes from news sources. On the other hand, advertising messages are often greeted with suspicion.
Is PR just about sending out press releases?
No. Writing and sending out news releases is part of media relations – just one tool in the PR toolkit.
Can you name some other communications tools?
Yes. Holding seminars, participating in events or sponsoring a relevant activity. PR caters for all communication methods, other than advertising, within a total marketing programme. The best PR of all is happy customers who are keen to get publicity for their businesses by helping you get publicity for yours – by participating in press interviews, visits, or having case studies written to explain the success of your product, service or solution and how it benefits their bottom line!
Yes. Holding seminars, participating in events or sponsoring a relevant activity. PR caters for all communication methods, other than advertising, within a total marketing programme. The best PR of all is happy customers who are keen to get publicity for their businesses by helping you get publicity for yours – by participating in press interviews, visits, or having case studies written to explain the success of your product, service or solution and how it benefits their bottom line!
Is there a difference between public relations and publicity?
Yes. Publicity is one aspect of public relations. While both share the goal of drawing attention to your business, publicity consists of media interest and actual coverage, such as a news story, radio interview, or product review. This promotes customer awareness. When they grow aware of what you’re selling or what your firm stands for, they can relate to it on many levels. Publicity can come and go, but with a solid PR campaign you connect with your audience on a long-term basis.
Yes. Publicity is one aspect of public relations. While both share the goal of drawing attention to your business, publicity consists of media interest and actual coverage, such as a news story, radio interview, or product review. This promotes customer awareness. When they grow aware of what you’re selling or what your firm stands for, they can relate to it on many levels. Publicity can come and go, but with a solid PR campaign you connect with your audience on a long-term basis.