Written by: Kelsey Randich, AAE for Winegars
When you think of Public Relations, you may instantly think about everything that happens publicly for a business, and rightfully so, but that’s not always the case. PR also handles behind-the-scenes situations, such as press releases, coordinating media contacts for an event, or lobbying for article placement.
The amount of research that goes into public relations can be time consuming and intensive.
For example, it is important to know your competition and what they are about. If you walk in to a client meeting and have no idea what your client is about, you are already making a PR “Cardinal Sin.” After all, how can you help a client if you don’t know what they do. It’s also vital to understand that public relations is based on relationships and continuing to influence those relationships, whether it be with consumers, shareholders, etc.
PR is telling a story and the goal is always to make it a compelling one. It’s a way to hit your target market and to make sure your client is happy with their reputation that you helped manage with their company. After all, brand management is what PR is all about.
It’s important to know and understand what is newsworthy and what isn’t. A company coming out with version 5.0 of a product they released a year ago, for example, is not newsworthy. It has to be something someone will want to tell a story about.
You also don’t want to run information about a story that is going to leave consumers asking questions. You want to address all the obvious questions and go beyond that, so there is no doubt about the product or brand.
So, Public Relations is and isn’t what you think. This only covers a small portion of what a PR professional can do.