Are you new to the public relations scene? Or are you just keen to broaden your skill set?
This blog post will guide you through 8 things that everyone should know about the world of public relations, and iron out some common misconceptions. PR plays a vital role in many business industries, so it is important that it is understood.
"Some are born great, some achieve greatness, and some hire public relations officers", a great tag line from the Odyssey blog.
1. Communication is key
Probably one of the most important things about PR is effective communication. If you cannot communicate effectively, things are not going to run very smoothly. You want to be able to communicate with both your clients and journalists. The ways in which you communicate between the two will make or break your client's chances of being featured, no pressure.
2. PR is very much needed in all businesses
Sometimes, problems happen that are inevitable or unavoidable, and no matter how perfect a businesses customer service may be, sometimes you just need that extra help- PR professional incoming. Public opinions of a brand/company can be the making or breaking of its success. Any brand which is in the eye of the public should have a professional on call at all times, to maintain a positive brand image to ensure they're always on top.
3. Relationships, relationships, relationships.
“Public Relations (PR) is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
The key is in the title, public relations👫🏼. You need to be able to form good relationships with your clients as a PR professional, how else will you get to know their business? When you have this kind of relationship, selling them is going to be much easier. You should be able to know not only their work/products, but their story and background too.
4. PR makes a difference 🚨
PR is a unique industry. You are able to build good relations with business owners, and really make a difference to their exposure and relations with the public. These are two important functions for a business, and by helping them do this successfully, you are ensuring the smooth running of their business through professionally made public appearances.
5. Importance of ethical understanding
As a PR professional, it is important to understand your clients core values and ethical practices. For example, if you have a client who's main selling point is sustainable packaging, you need to have a good grasp of what this entails to be able to speak accurately about their ethical practices. Core values are at the heart of every business, so this is something you always need to discuss with clients.
6. 🚩 PR isn't advertising 🚩
PR professionals and advertisers have a common objective, yet they are very different from one another. Within advertising, they are a type of paid media where product promotion is the name of the game. In Contrast, PR promotes individuals through media and editorial coverage. So, the main difference is that advertising focuses mainly on the product, where PR puts a whole load of emphasis on consumer relationships.
You can read more about this on the Egg Marketing blog.
7. These important skills are a must
Not only do you need to be a strong and confident writer, but there are other skills you need to be able to successfully work as a PR professional.
💥 Setting and achieving goals.
💥 Identifying ways to reach audiences.
💥 Knowing current events and trends, read our Beginners Guide to TikTok here.
💥 Being organised and responsible.
8. There is more than one role
While all the previous points are needed for every PR professional, that doesn't mean that there is only one job role within the industry. There is:
Writing and distributing press releases to disseminate information.
Crafting and implementing crisis communication strategies.
Expanding business contacts by networking.
Hosting special events for community outreach and media relations.
Conducting periodic market research on the organisation and its industry.
Planning social media promotions and responding to negative online opinions.
Writing speeches for organisation representatives.
This list was compiled by the Digital School of Marketing.
Did you find this useful?
Then head back over to our blog page and read our blog post, 8 Blogs About PR You Must Read to gain more insight into the world of PR.
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About the Author:
Courtney is a PR assistant and content creator trainee for GuidedPR. She has 7 published articles in her university's newspaper, The Founder, about lifestyle. She has also created her own blogging website where she reviews books, music and lifestyle products. She has a BA in English Literature from Royal Holloway and is starting an MA in News Journalism.
View her LinkedIn here.