Public relations, media relations, PR...What exactly do these terms mean? Let's break down what it means to generate buzz.
Public relations defined
Public relations cannot be defined as just one thing. Public relations, often shortened to “PR” or used interchangeably with “media relations,” refers to the overarching methods of communications used to share messaging with media and the community. This strategic communication process works to foster relationships between brands and their environments or consumers. There are various types of PR ranging from corporate to crisis to personal representation.
What are the goals of public relations?
Why exactly is public relations important? We’re glad you asked! We use public relations to maintain a positive image, protect reputation, educate the public, raise awareness and enhance the messaging behind a brand. Public relations is actually an essential part of brand marketing strategy.
Oftentimes, the primary goal of a PR initiative is to create good will (like a public appearance). Sometimes, the focus is to announce a new campaign (enter: the announcement press release). PR goals can range from simple (i.e. communicating corporate strategy) to complex (think: A-list celebrity event). Regardless of the entity represented, the PR goals and tools remain the same.
What do PR people do?
PR professionals are storytellers. We help create messaging around a particular brand, event or client. Not only do we help spread the word about what’s happening, we develop the overall communication strategy that will be used across various channels and mediums. Common public relations tools include: news releases, press conferences, events, copywriting, digital communication and more.
So PR is just advertising?
Not quite. Unlike advertisers, who tell stories through paid media channels, PR professionals tell stories through unpaid or earned media. PR representatives create press releases, share information with traditional media, develop communication for social media, help with public appearances and manage messaging with consumers and the public.
Advertisers work to generate sales. PR professionals work to generate buzz and awareness.
Does public relations guarantee media coverage?
Not exactly… Media coverage is never guaranteed and does not just come naturally – you have to implement the right tools and work for the coverage. When you send out a press release “on the wire,” you’re sending your press release directly to the journalists who are most likely to pick up your story. If you send a “pitch” to a journalist, they may or may not publish the content you share. A pitch is a message sent to a journalist or content publisher including details about why your story is relevant and the value that the content would provide to the media outlet. It’s important to consider not just what type of content is being included in the outlet, but also what is happening in the larger, current news cycle.
Where do you start with PR?
If you’re ready to start spreading the word, it’s time to start creating your public relations plan and integrating it into your larger communications and marketing strategy! It’s important to start controlling the messaging as you begin to talk about and market your latest and greatest asset or piece of content.
Moral of the story: It’s never too early to start thinking about public relations.
Not sure if you need to hire a PR agency? Check out this post.
*Blog originally written for BuzzBot. Still have questions or looking for someone to help with PR or copywriting? Email hello@thesocialsisters.co.
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