Image is an important aspect Brand awareness, Which will affect whether your potential customers know, like and trust you. When the promotion is not under the control of the brand, public relationship (PR) is an effective way to promote dialogue.
What is public relations?
PR is the abbreviation of “public relations”, which refers to the strategic communication of an organization to the public in order to maintain or cultivate the public image and/or respond to public discourse.
There is an old saying: “Advertising is what you pay for; publicity is what you pray for.”
Public relations is not an easy-to-define profession. In fact, in 2012, the American Public Relations Association (Chest) Accepted some thousand Submitted before finally agreeing to one:
So, how can an organization transform its beneficial relationship with the public into a good media? If you are using strategic processes to get results, are you really “praying” as the old saying goes?
If public relations is the bridge of this relationship, then public relations professionals are Bridge builder. Let’s talk about them more specifically:
What is a public relations professional?
Public relations professionals are responsible for formulating and implementing public relations strategies and helping companies or individuals to establish a good reputation through various free or paid channels and forms (including news, social media and face-to-face participation). They also help customers defend their reputations in crises that endanger their reputations.
To understand this, you must first consider two aspects of public relations: the positive storytelling aspect and the negative damage control aspect.
Active public relations
If an organization is proactive about their image, they may invest in active public relations. Public relations professionals help to portray the brand’s reputation, ideas, products, status, or achievements in a positive light.
So, in a sense, you can think of PR professionals as storytellers.Unlike advertisers who tell stories through paid methods, PR professionals use Unpaid or earned media.
These free or earning methods include:
- News and media
- social media
- Speech activity
Remember, PR professionals are not just trying to reach paying customers… they are also trying to reach everyone.
Examples of positive PR
Suppose you work for a small interior design company, and your company has just won an award: “Chicago’s Best Interior Design Company.”PR experts may Draft press release with Outreach Ask the reporter to write a story about this achievement and spread the news to the public.
In addition to building a credible reputation for your interior design business, public relations professionals also help the public obtain relevant information about this honor. If I am a consumer looking for an interior designer, this announcement can also help me.
Public relations also extend to the government. Public relations professionals can execute political campaigns or explain new government policies to the public. In this case, you can see how public relations professionals maintain a healthy and productive relationship between their clients (the government) and the public who is entitled to learn about the new policy.
Damage control in public relations (negative public relations)
PR is not just for positive storytelling. It is also used to mitigate any damage that may weaken the customer’s reputation.
If there are negative sentiments in public discussions surrounding a particular brand, it may be due to negative publicity or news, the job of a public relations professional is to advise the organization on how to continue.
After all, if a conversation is taking place, then the organization should share their story. However, How they respond Will affect public perception. If it is not done well, it may make the situation worse.
The public relations professional will then be responsible for:
Examples of damage control in PR
In the early 1980s, Many bottles of Johnson & Johnson’s Tylenol products were mixed with cyanide by an unidentified person, To kill seven people. This caused widespread panic and could lead to the end of Tylenol products.
Johnson & Johnson took active public relations measures to mitigate losses: First, the company removed all Tylenol products and issued a national statement warning consumers not to buy or use Tylenol.Then, Johnson & Johnson created a new tamper-proof seal and instructed 2,000 salespeople conduct a demonstration Reintroducing these new and safer Tylenol bottles to the medical community.
This effective PR strategy has saved Johnson & Johnson’s reputation and their products-in fact, Tylenol shared Rise to 24% The cyanide crisis was only six weeks later.
As far as Johnson & Johnson is concerned, simple advertising campaigns will not work. Rather, PR is necessary: PR professionals can spread a story describing Johnson & Johnson as a company that puts consumers above profits. In addition to mitigating the damage to Johnson & Johnson’s reputation, public relations have also been used to save more people from eating Tylenol containing cyanide, and then used to inform the public that Tylenol is safe again. Win-win.
Public relations as an important marketing strategy
In these examples, you can see that PR professionals are good at handling all kinds of good and bad situations and must resolve these incidents so that the public and customers can maintain a beneficial relationship. Public relations experts also play a role in advising management on the best policy decisions or actions, taking and implementing plans, such as fundraising or social events, to help the public understand the organization’s goals.
PR is not only used to influence the story after it has happened-it is also used to write the story in the first place.
Editor’s note: This article was originally published in April 2018 and has been updated to be comprehensive.