We are often asked “What is PR?”
In this blog, we answer that important question, along with the elements that every business needs to consider before starting.
What is PR?
Public Relations is about reputation – the result of what you do, what you say and what others say about you.
Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Chartered Institute of Public Relations
When deciding if your business is PR ready, you should consider:
The end game.
What is your overall goal? Do you want to boost your business profile? Launch a product or service? Generate brand awareness? Underpin your advertising efforts? To be seen a thought-leader in a particular field?
Who you’re trying to reach through PR.
What does your target audience want to read/watch? Understand what type of content your target publication AND desired audience want to see.
If all goes well and the audience reads the coverage and subsequently clicks through to your website, what is their perception? Does your collateral (website, social media outlets, etc.) represent the image you are trying to portray? Having a clear, responsive, on brand website with lots of relevant content will only work in your favour.
Not only is the written response to a journalist crucial, it goes hand in hand with supporting photography. Images/graphics you’d typically need for most press opportunities are: head shots, logo, products (if applicable to your business) team photos, etc. These will help support the written content you’ve provided and give the journalist a little something extra to use if they wish. It will also increase your chances of achieving a bigger feature or spread.
What makes you different from other businesses offering the same/similar service or product? This is not a time to be modest. Are you award-winning? Are you the best in your field? Do you have some high-profile clients? Or do your vast qualifications speak for themselves? What makes you and your business so special?
Do you have enough time and resource to plan and execute a PR plan? From the research phase through to keeping in touch with the journalists to monitoring the media. Not forgetting working out your ROI – These are all tasks that need to be factored in to get the best results from your PR plan.
Think about what would be of interest to the journalists, which is often (shock horror), nothing directly related to your business! Unless it is a product placement, the best way to get coverage is not by directly talking about your business offering… they aren’t looking to become an extension of your sales team!
PR is a process that gives results over time. It makes a great supporting factor towards overall business objectives. PR coverage adds an extra layer of trust to your business. It’s about making the most of it when your comments/products/articles are featured.