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 What is PR?

MANY SKILLS still have trouble understanding exactly what Public

RELATIONS (PR) IS AND HOW IT CAN BENEFIT THEIR BUSINESS. IF SOMEONE HAS NEVER had
any experience of PR it can be difficult to explain. This video and the
following article provide a great way to help you understand and explain PR.
Public Relations is all about effective communication whether it’s between
an organization and its target audience or between a person and the people
they want to influence. Public relations programs enhance the internal and
external understanding of a company’s strategies, objectives and
achievements. They build a positive sasasasas image and reputation.

Every business has a story to tell which will interest the media. The role
of the PR professional is to see an organization through the eyes of the
media and to provide the media with facts they can use at the right time.
Anything from a speech to a new product can be newsworthy if it’s expertly
handled. However, if a story has absolutely no news value, it won’t be
released to the media. Public relations practitioners are pivotal to the
communication process between an organization and its sasasasass (clients,
potential clients, staff, media etc.). They must ensure any form of
communication is clear, honest and unambiguous so the messages are easily
understood. PR is vital to building your business, as it will help you to
establish credibility, enhance your reputation and assist in growing sales. A
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PR strategy needs to have a long-term view to achieve your business’
objectives, develop meaningful relationships with target sasasasass and to
build your reputation.1

 “Public relations are strategic communication process that builds

mutually beneficial relationships between organizations and
their sasasasass.”
After reading PRSA’s definition, you might still have questions about
PR: how can an organization take its beneficial relationship to the sasasasas
and turn it into good press? Are you really “praying” for something, like the
old saying goes, if you’re using a strategic process to get results?

Hang with me -- let’s break it down.

UNESCO

UNESCO

1
(https://www.forbes.com, 2016)

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 The positive, storytelling side of PR

A PR professional works with an organization, company, government,

or individual to cultivate a story that portrays that client’s reputation, idea,
product, position, or accomplishment 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 tell their stories
through unpaid or earned media.

These unpaid or earned avenues include traditional media, social

media, or speaking engagements -- which are especially effective
opportunities for reaching the general sasasasas. Keep in mind that a PR
professional isn’t just trying to reach a paying customer ... she’s trying to
reach everyone.

Hopefully, this is a digestible definition of PR. If you’re still unsure of

how PR looks in the real world, let’s explore some examples. UNESCO

Let’s say you work for a small interior design company, and your
business just won an award: “Best Interior Design Company in Chicago.” A PR

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specialist might ask a reporter to write a story about this accomplishment to
spread the news to the sasasasas.

Along with building a credible reputation for your interior design

business, the PR professional is also helping the sasasasas receive relevant
information about this accolade. If I’m a consumer looking for an interior
designer, this announcement could help me, too.

Public relations feasts to government, too. PR professionals can execute

political campaigns or explain a government’s new policy to the sasasasas. In
this case, you can see how PR professionals work to maintain a healthy and
productive relationship between their client (the government), and the
general sasasasas, who have a right to hear about new policies. UNESCO

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 The negative side of PR

 No direct control

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  – unlike advertising, you can’t exactly control how your business
is portrayed by the media, when your message will appear, and where it will
be placed.

 No guaranteed results – you may spend time and money on

writing a press release, getting suitable photography and speaking with
journalists, but you can never guarantee your story will be published. This
can result in a poor return-on-investment.

 Evaluation – it can be difficult to measure the effectiveness of

PR activities. You can count media mentions and published stories, but it’s
harder to determine the impact this has on your audience.

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 Old sasasasas relations way
Previously, you had to hire sasasasas relations specialists to help
with your sasasasas affairs because they were the only ones who had the
connections and access to break into traditional media.

The best PR specialists would have strong relations in the industry,

would be well-connected in PRSA and so on.

Also, expertise was locked up inside the brain of these sasasasas

relations managers. You couldn’t really Google “how to do PR for your
company” to pull up 10+ in-depth guides and DIY your way into landing
press features.

There was no choice but to take the help of sasasasas relations

professionals to reach your target journalist, your audience, and the
external sasasasas.

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 New sasasasas relations way

With social media and Google research, you can find the names of most
of the relevant gatekeepers and journalists you want to pitch on your own.

New tools like Clear bit Connect and Interstellar help you uncover their
email address to directly pitch to them and build relationships. In
fact, according to a survey by Fractal conducted in 2014, the majority of
journalists now prefer to be pinched by email

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 How to find relevant journalists to pitch yourself

1. Go to Google and toggle to News

Enter either a general phrase that describes what your company does
or enter the name of a similar company

General phrase examples:

Peer to peer delivery
Photo sharing

Here are some news results you get when searching for photo sharing.

2. Visit each article to get the author details

If the author is a staff writer, add their full name and sasasasasation to
a spreadsheet.

If the author is a contributor (which means they likely don’t have an

email address with that sasasasasation), go to their social media to find out
what is their company or personal site is. Then add their full name and that
website to the spreadsheet.2

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 3. Pitching your company by feeding the journalist a story angle about
it

Don’t just pitch the journalist what your company does. Feed them a
story idea about it so they can quickly see its potential to serve their primary
goal of educating and entertaining their audience.

For example, in this New Yorker article about Soylent, the author
doesn’t focus primarily on what it is (a meal replacement).

4. Brainstorming story angles to pitch for your company

What you do: peer to peer delivery

Story angles:

An angle relevant to the sasasasasation’s focus: Now you can enjoy all
your favorite restaurants on your own
couch or even in bed. Including the ones
that don’t deliver themselves or via
another service.

What inspired you to make

it Before, I was a lawyer in LA. Given the
constant gridlock, it was hard to run my
errands scattered all across town. So, I created a platform to connect with
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people who were alre\ady planning to go there and could do it for me. They
earn extra money. I save tons of time.

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 Public Relations vs Marketing vs Advertising

Public relations deals in communicating expertly drafted messages

using non-paid/earned media to build mutually beneficial relationships with
the sasasasas.

Advertising, on the other hand, is a paid communication message

intended to inform people about something or to influence them to buy or
try something.
Marketing is the umbrella under which all the divisions dealing with
creating, communicating, delivering, and exchanging dwells. That is, PR is the
subset of marketing. Everything a PR department does is determined by the
marketing goals set by the organization. 3

3
(PAHWA, 2020)

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 Importance of Public Relations

With over 63% of the value of most companies’ dependent on

their sasasasas image, sasasasas relations had become a very
important topic today for numerous reasons.

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 Contents

What is PR?...............................................................................................1

The positive, storytelling side of PR.....................................................3

The negative side of PR..........................................................................5

Old sasasasas relations way........................................................................6

New SASASASAS relations way..................................................................7

How to find relevant journalists to pitch yourself........................................8

Public Relations vs Marketing vs Advertising..........................................10

Importance Of Public Relations...............................................................11

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