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What is Public Relations?
Public Relations is the management of an organization’s internal and external communications in order to create and maintain a positive image. Public relations responsibilities include trumpeting successes, downplaying failures, and announcing important personnel changes, among other activities. A Public Relations firm may write press releases, help publicize new product launches, coordinate press conferences, and assist with speech writing. Public relations specialists serve as advocates for a company and help maintain positive relationships between an organization, the press, and the local community.
Why is Public Relations Important?
Every organization has a message that it wants to deliver to its customers. Whether it’s the quality of its potato chips or the speed of its delivery services, every company has a vested interest in making sure that its message and image is well-received by the public. That’s where public relations come in. PR specialists can hone and communicate a compelling corporate message that reaches potential customers. Through strong press relationships and outstanding communication skills, the right public relations company can insure that your company’s image is positive and well-received.
How should a vendor for Public Relations be selected?
- Define Your Requirements: Does your company need to put together a comprehensive plan or do you only need publicity for a single event? Is there a new product on the horizon or do you want to improve your relationships with the press? Understand what you need before you go shopping for a public relations partner.
- Company Size: Do you need a large public relations firm or a small boutique company that knows your industry well? Smaller firms usually specialize in a couple of areas and may have a better understanding of your business. Because they deal with particular journalists more frequently, they may have stronger press contacts in areas that are critical for your business. You may also get more attention from a smaller public relations firm.
- Cost: Communicate your budget up-front and have them tell you what you will get for your money.
- What do others say? A vendor’s reputation is the key to a successful relationship. Ask for references and call all of them. Compose questions that are important for your company, and make notes of any potential problem areas that you find. Go back and discuss these problems with the vendor.
Additional Resources:
- How to Put Your Videos on YouTube:
http://www.evancarmichael.com/Public-Relations/284/How-to-put-your-videos-on-YouTube.html
- Public Relations Podcasts:
