There are some huge misconceptions about PR — not only from people who want to get into the industry but also from brands and businesses that are hiring PR specialists and those who are not.
So what we all need to keep in mind is that PR is not all glitz and glamour, it is not sales (that's what marketing is for) and most importantly, PR does not give you immediate results!
Keep reading as Saads Abrahams from media update explains what PR actually is!
Media Relations
Media relations is defined as "the strategic management of communication between an organisation and the people responsible for producing the news and features in the media."
A big part of PR is building media relations, which are mutually beneficial for the brand, the PR and the media. The way in which they're beneficial is that the media has news that it is able to share and brands and PRs can gain credibility through this exposure.
Reputation Management
Reputation management is not just about taking action when something bad happens; it's about having a strategic plan in place that consists of:
- what to do when / if something happens
- how to avoid a crisis
- constant media monitoring, and
- how to build and sustain a good reputation.
Creating Exposure
Another role that PRs play is creating brand exposure. As a brand, you want people to know who you are and what you stand for. PRs are able to do this through:
- social media campaigns
- events, and
- media coverage.
Brand Partnerships
PRs have the challenge of marrying a brand to the right partners. By doing this, brands will receive all of the points mentioned above.
Brand partnerships comprise:
- sponsoring a charity
- sponsoring an event, and
- influencer collabs.
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*Image courtesy of Canva