Let us understand first what Public Relations is?
A well said by Bill Gates “If I was down to my last dollar I would spent it on PR”
For any successful business the relation of an end customer is essential. Building this relation and maintaining the standard of relations is referred as Public relations. According to Philip Kotler and Gary Armstrong, public relations mean ‘building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events’.
Public relations (PR) is the way organizations, companies and individuals communicate with public and media. A PR specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. It is the process of communicating a positive impression of your company directly or indirectly through marketing media such as:
- Event hosting / participation
- Press releases / news releases
- Public affairs
- Social Media
- Search Engine Optimization (SEO)
- Blogging (Content Marketing)
- Blogger Outreach
Public relations is very much important because it helps you to get more exposure and it places you in front of your target audience. The aim of public relations is to:
- Increase brand awareness
- Generate customer loyalty
- Improve industry positioning
- Engage with target audience
- Educate target audiences
- PR is better at dealing with complex messages.
- It is about communicating values.
- PR is not restricted to marketing, it has other strategic roles
- Manage brand reputation
- It is not needful to have two separate messages when communicating a marketing strategy.
- PR is merely one of several variables i.e. advertising that is undertaken to achieve objectives.
- PR can add value to any marketing investment/activity/event. Budgets are always under threat – you have to maximize any marketing involvement by concentrating on core
- There is still confusion about the role of PR and what it can achieve for a brand/product etc. The media diversity, direct mail marketing etc., and proliferation of media opportunities are more suited to targeted PR objectives/strategies/activities etc.
- PR is all about building relationships to advance, promote, and benefit the reputation of you yourself, your department and institution
- PR is about communicating your message to gain allies, advocates, supporters, etc. in the community and the institution
- Improve the reputation of an individual department
- It can lead to strong community and industrial partnerships, and even financial support