What is Public Relations

#PR is the Persuasion Business. You are trying to convince an audience, inside your building or town, and outside your usual sphere of influence, to promote your idea, purchase your product, support your position or recognize your accomplishments. Here’s what the Public Relations Society of America (PRSA) agreed upon after a few thousand submissions: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
PR people are #storytellers. They create narratives to advance their agenda. PR can be used to protect, enhance or build reputations through the media, social media, or self-produced communications. A good PR practitioner will analyze the organization, find the positive messages and translate those messages into positive stories. When the news is bad, they can formulate the best response and mitigate the damage.

The Princeton Review notes that: “A public relations specialist is an image-shaper. Their job is to generate positive publicity for their client and enhance their reputation … They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns. Public relations people working for a company may handle consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices.”

Our tools include the following:
  • Write and distribute press releases
  • Speech writing
  • Write pitches (less formal than press releases) about a firm and send them directly to journalists
  • Create and execute special events designed for public outreach and media relations
  • Conduct market research on the firm or the firm’s messaging
  • Expansion of business contacts via personal networking or attendance and sponsoring at events
  • Writing and blogging for the web (internal or external sites)
  • Crisis public relations strategies
  • Social media promotions and responses to negative opinions online
What is news?Before hiring a PR firm or starting your own campaign, it’s important to understand the nature of news. There are only two ways to make news: 1) Create a story or 2) Follow a story.This is of vital importance to anyone who wants to understand, execute and exploit the power of public relations. Before answering your client or boss who orders you to “Get me on the front page of the New York Times!” Getting a story in a publication because you want it there, or your boss demands it, doesn’t matter. Remember, journalists, speakers, bloggers and other influencers are not stenographers. They will ask “What’s in it for Me and my audience?” In other words, pretend you are on the receiving end. Answer this: What’s the story? Why should I care? Why should I care NOW?Here is more criteria to consider: Is it new? Is it unusual? Is there a human interest angle? By: Robert Wynne (Forbes contributor, Publicist)
Excerpt from: Five Things Everyone Should Know About Public Relations

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