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Tools and organization of PR.
L3
Ing. Jiří Šnajdar
2016
Creation and maintenance of a good public
reputation is a complex and ongoing process.
Without an effective PR, it is very difficult to reach
the attention of the target audience and much less
to influence their opinion and decisions.
But when the relationship with the target group is
finally established, it needs to be maintained in
order to keep it on a high level.
Common PR Tools and Techniques
In order to build a relationship with the target
audience and maintain it on a high level, PR
specialists use a variety of tools and techniques.
Some of the most common ones include:
Attendance at public events. In order to attract
public attention and keep it engaged with a
particular organisation or an individual, PR
specialists take an advantage of every public event
and the opportunity to speak publicly. This enables
them to directly reach the public attending the
event and indirectly, a much larger audience.
Common PR Tools and Techniques
Press releases. Information that is communicated
as a part of the regular TV or/and radio
programme, newspapers, magazines and other
types of mainstream media achieves a much
bigger impact than advertisements.
This is due to the fact that most people consider
such information more trustworthy and meaningful
than paid adds. Press release is therefore one of
the oldest and most effective PR tools.
Common PR Tools and Techniques
Newsletters.
Sending newsletters – relevant information about
the organisation or/and its products/services directly to the target audience is also a common
method to create and maintain a strong
relationship with the public.
Newsletters are also a common marketing strategy
but PR specialists use it to share news and general
information that may be of interest to the target
audience rather than merely promoting
products/services.
Common PR Tools and Techniques
Blogging.
To reach the online audience, PR specialists use
the digital forms of press releases and newsletters
but they also use a variety of other tools such as
blogging and recently, microblogging.
It allows them to create and maintain a relationship
with the target audience as well as establish a twoway communication.
Common PR Tools and Techniques
Social media marketing.
Like its name suggests, it is used primarily by the
marketing industry. Social media networks,
however, are also utilised by a growing number of
PR specialists to establish a direct communication
with the public, consumers, investors and other
target groups.
History
Public relations (PR) is not a recent invention. The
importance of communication with the public and
maintenance of positive public image was known
as early as in the antiquity but the beginnings of
modern PR are traditionally dated in the 18th
century London.
One of the first PRs was Georgiana Cavendish,
Duchess of Devonshire who heavily campaigned
for Charles James Fox and his Whig party.
History
The first real PR specialist was according to some
Ivy Lee (1877-1934), while the others see Edward
Bernays (1891-1995) as “the father of public
relations”.
Ivy Lee is best known for his services to Standard
Oil and its founder John D. Rockefeller. He was
well-known for pioneering the modern press
release although he mainly used it as a one-way
propaganda for his clients.
History
Edward Bernays refined Lee’s press release as a
PR tool but he also contributed a lot to the
development of the theory of PR. He was
influenced greatly by his uncle and professor
Siegmund Freud in his concepts of PR.
Bernays has written several books on PR, of which
are best known “Crystallizing Public Opinion”,
“Propaganda” and “The Engineering of Consent”.
History
Bernays argued that PR is an applied social
science which manages and manipulates the
public opinion by the use of sociology, mass
psychology and similar disciplines.
Although Lee, Bernays and other PR pioneers
such as Carl Byoir and John W. Hill played an
important role in modern PR, they were also
responsible for the profession’s close association
with propaganda by the public.
PR and the Internet
The Internet has changed communication
dramatically. The public is increasingly turning to
the world wide web for information and as a result,
PR must keep up with the changes in transmission
of information if it wants to retain its role as a
communicator between the public and
organisations.
Modern PR thus besides the traditional tools also
implements online tools and tactics, including
social media such as blogs, content publishing,
podcasts, etc.
PR Specialist
Career as a PR specialist can be very rewarding.
More and more organisations and businesses are
aware that their public image has a major influence
on their overall success. As a result, PR specialists
are increasingly sought after regardless of the
economic situation.
What does a PR Specialist do
The main responsibility of a PR specialist is to
communicate with the public and media on behalf
of his/her client who can be a company, non-profit
organisation or an individual.
The outcome of this communication has to be a
positive public image and creation of strong
relationship with the media, customers, the
employees, investors and other interest groups as
well as the general public.
A PR specialist is expected to appear on public
events such as conferences, write press releases
and newsletters, and to do a variety of tasks that
have an influence on his/her client’s public image.
This requires a great deal of flexibility in terms of
both working place and schedule, especially in
times of crisis situations.
PR specialist is expected to respond promptly and
efficiently in order to help the client retain their
good reputation.
A PR specialist may work for a PR firm, or in a PR
department of a larger company or non-profit
organisation. But many PR specialists also run
their own business as consultants or freelance
specialists.
Although formal education is highly important, PR
firms and organisations that are looking for PR
specialists, also look for exceptional
communication skills which are not easily acquired.
In order to represent their clients in the best
manner, a PR specialist must have strong verbal
and writing communication skills as well as to be
able to work under pressure.
How Can PR boost Business
The publicity is everything of course along quality
service or product. There is a fierce competition in
just about every sector, while the consumers
typically decide for brands they are familiar with
and which they trust.
In order to earn the consumers’ trust, companies
rely heavily on marketing strategists but they also
rely heavily on PR specialists.
PR is much more than just Promotion
Unlike marketing which is focused on promotion of
the company’s products or service, PR is primarily
focused on communication with the public, e.g. the
potential buyers and the media.
By communicating relevant information about the
company and of course its products/service, PR
specialists also help in the promotion of the
business.
PR create a positive public image and establish a
relationship with the target audience and media.
That way they gradually earn the consumers’ trust
which, has a major influence on their decisions
including the product/service they choose from the
many available.
Having own PR department significantly increases
the costs of operation because PR specialists are
quite expensive.
Most small and medium sized companies cannot
afford to hire even a single full time PR specialist.
This is due to the fact that you do not only need a
PR specialist but you need a good PR specialist if
you want to benefit from utilising PR services.
Experience and expertise.
The more experienced the PR personnel the better.
Specialisation.
Many PR firms are specialised in particular fields of
PR.
While some focus on financial PR and
communication with potential investors,
stockholders, etc., the others specialise in
consumer PR which is focused on presentation of
new products/services to the target customer
audience.
Cost.
PR services do not come cheap and most
businesses cannot afford to hire the best PR firms
and specialists. Watching for the cost of the
services is of course highly important but it is a
good idea not to try to get too much for too little.
Public Relations Tools
A fundamental technique of public relations is
identifying the target audience and tailoring
messages to appeal to them.
Messaging is the process of creating a consistent
story around a product, person, company, or
service.
The goal is to avoid having consumers receive
contradictory or confusing information that will
make them doubt their purchase or make other
decisions that negatively impact the company.
Social media technology allows companies and
organizations to disseminate information without
relying solely on mainstream publications.
Messages can be communicated directly to the
public, customers, and prospects through social
networks such as Facebook and Twitter.
Other common PR activities include speaking at
conferences, pursuing industry awards, working
with the press, and communicating with
employees.
Public Relations Tools
Public relations is the practice of managing the flow
of information between an individual or an
organization and the public.
The aim is to persuade the public, investors,
partners, employees, and other stakeholders to
maintain a certain point of view about the company
and its leadership, products, or political decisions.
Common PR activities include speaking at
conferences, seeking industry awards, working
with the press, communicating with employees,
and sending out press releases.
The media is often utilized in PR campaigns.
Building and managing relationships with those
who influence an organization's or individual's
audiences is critical in public relations.
When a public relations practitioner is working in
the field, they build a list of relationships that
become assets, especially in media relations.
The ultimate objective of PR is to retain goodwill as
well as create it; the procedure to follow to achieve
this is to first do good and then take credit for it.
The PR program must describe its target audience,
PR programs are aimed at multiple audiences that
have varying points of view and needs.
There are several PR tools firms can utilize to
ensure the efficacy of PR programs: messaging,
audience targeting, and media marketing.
Messaging
Messaging is the process of creating a consistent
story around a product, person, company, or
service.
Messaging aims to avoid having readers receive
contradictory or confusing information that will
instill doubt in their purchasing choice or spur them
to make other decisions that will have a negative
impact on the company.
A brand should aim to have the same problem
statement, industry viewpoint, or brand perception
shared across multiple sources and media.
Audience Targeting
A fundamental technique of public relations is
identifying the target audience and tailoring
messages to appeal to them.
Sometimes the interests of different audiences and
stakeholders vary, meaning several distinct but
complementary messages must be created.
Stakeholder theory identifies people who have a
stake in a given institution or issue. All audiences
are stakeholders (or presumptive stakeholders),
but not all stakeholders are audiences.
For example, if a charity commissions a public
relations agency to create an advertising campaign
that raises money toward finding the cure for a
disease, the charity and the people with the
disease are stakeholders, but the audience is
anyone who might be willing to donate money.
Media Marketing
Digital marketing is the use of Internet tools and
technologies, such as search engines, Web 2.0
social bookmarking, new media relations, blogs,
and social media marketing.
Interactive PR allows companies and organizations
to disseminate information without relying solely on
mainstream publications and to communicate
directly with the public, customers, and prospects.
Online social media platforms such as Facebook
and Twitter ensure that firms can get their
messages heard directly and quickly.
Other forms of media include newspapers,
television programs, radio stations, and
magazines.
Public relations people can use these various
platforms and channels to publish press releases.
The amount of money spent on traditional media
channels has declined as more and more readers
have turned to favor online and social media news
sources.
As the readership of traditional media shift to online
media, so has the focus of many in public relations.
The increase of social media releases, search
engine optimization, and online content publishing
and the introduction of podcasts and video are
related trends.
Sponsorship is often used as part of a public
relations campaign. A company will pay money to
compensate a public figure, spokesperson, or
"influencer" to use its logo or products.
An example of sponsorship is a concert tour
presented by a bank or drink company.
Product placement is basically passive advertising
in which a company pays to have its products used
prominently in a photograph, film, or video
message or during a live appearance.
What is online PR?
Online PR is very similar to traditional PR in the
sense that it’s about influencing people rather than
buying placement for brand content.
The influence could result in a story in a magazine,
newspaper or blog. It could also result in other
online pick-up, including social media.
Press - traditional PR vs online PR
When people talk about traditional PR, they are
referring to traditional media: newspapers, TV,
radio and magazines.
With online PR, traditional media brands may still
be a target, but often online PR targets online
properties, along with an array of other platforms
and networks, from search to social.
The methodology of online PR has adapted to the
platform–forming a need to garner real-time
analytics, news, influence, social, search and other
signals, alongside wait-n-pray tactics.
The outreach for online PR may be both direct &
indirect — from employing hashtags and keywords,
alongside email and snail mail.
At the heart of both traditional and online PR is
story-telling.
This is never going away; Story-telling and quality
content helps position and pollinate stories for
absorption, both online and off.
PR approaches online differently.
There are a wide variety of tactics and proportions
— with some favoring search while others favor
online editorials.
The disciplines comprising online PR can range
from journalism, creative writing and story-telling,
sales, media, SEO, social media, community
management, customer relations, web design and
on and on.
Online PR success factors
To be successful with online PR we suggest you
review the range of options that are available for
getting your name out on to other websites.
Online PR definition
Online PR activity is closely associated with
improving results from many of the other digital
marketing communications techniques in particular
social media, SEO (link-building), partnership
marketing and viral marketing / word-of-mouth
marketing.
Online PR can be a great, low-cost technique for
making more people aware of your brand or
website, but it requires a lot of hard-work - there are
no short corners.
What is astroturfing?
Astroturfing is the attempt to create an impression
of widespread grassroots support for a policy,
individual, or product, where little such support
exists.
Multiple online identities and fake pressure groups
are used to mislead the public into believing that
the position of the astroturfer is the commonly held
view.
Astroturf marketers typically use blogs, message
boards, podcasts, wikis, vlogs, chat rooms and
social media Web sites like MySpace when building
an artificial buzz.
Deceptive astroturf marketing techniques include
impersonating someone in the targeted
demographic, creating an entirely fictional character
(called a meat puppet) that's meant to appear to
others to be a real person.