subject: What Is The Objective Of Public Relations? [print this page] The Official Definition of Public Relations
The American Heritage Dictionary defines public relations as "the art or science of establishing a favorable connection with the public." Merriam-Webster states it is "the company of inducing the public to have understanding for and goodwill toward a particular person, firm or institution." As the phrase so clearly indicates - it is about relationships... with the public.
The "public" may well be a variety of audiences - anyone who has an interest in the organization. Dependent on the kind of organization this can be workers, investors, donors, community members, and even the media. Rapport is built with the many different stakeholders to improve or retain a good image for an organization.
How Is The Purpose of Public Relations Different From Advertising?
Whereas PR is sometimes confused with marketing, the two are very distinctive. Marketing is the use of paid placements to sell a item or service. PR makes use of publicity,or exposure that does not require payment, or exposure that does not demand payment, in third-celebration media outlets to make news or items of public interest. These placements add a third-party legitimacy that marketing lacks.
So, who would not like no cost placement of stories about youra item or service? How do you make it happen?
Produce news stories. A single of the public relations practitioner's key tools is the news release. Tell your nearby media about what is going on with your business. Have you signed a new client? Hired a new employee? Has the company received an award or hit a milestone?
Be positive the story is timely and news-worthy, not an advertisement in disguise. Try to remember the 5 W's - who, what, when, where, why. Anytime doable, include things like a quotation from someone connected to the story and be confident to comprise of a higher resolution photo jpg to accompany the story. Attach the news release as a word document to make it simpler for the editor or reporter to use it. Also, I have identified that they like the story in the body of the e-mail rather than an attachment.
Other basics in the PR toolbox incorporate unique occasions (ground-breakings, ribbon-cuttings), public speaking engagements (reach out to your nearby Rotary club or other civic organizations), and neighborhood service and support (sponsor a non-profit occasion, volunteer at a fundraiser). Then, use a news release to tell the story of what you're accomplishing. Invite the media to attend. If they can not, send a wrap-up news release afterward, along with a photo from the occasion.
Most importantly, try to remember PR is about relationships.
Develop rapport with your stakeholders - attend events, get involved. And take time to get to know the reporters and editors representing the media outlets that are essential for your small business. A properly-placed pick-up of a news release can be a boon to your company, giving you public exposure and goodwill that you'd be unlikely to duplicate with paid marketing - at a fraction of the cost.
