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Industry Breakdown: What Is Public Relations?

Industry Breakdown: What Is Public Relations?

PRSA (Public Relations Society of America) defines Public Relations as:

“a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Basically this means that PR focuses on communicating in a tactile manner and emphasizes the benefits to both parties involved. Beyond this definition, PR is difficult to explain because it is multifaceted. Basically, any time you see a press release, a formal speech being given, special publicity events, blogging (sometimes), and promotions being run, there are PR masterminds behind it all.

Now you may ask, “Why do I need Public Relations?” or “Why is Public Relations important?” Other than PR quickly becoming the most popular form of marketing and promotion, there are five very good reasons why PR is a great investment:

1. Brand/Image Development

Having an “image” means that your company/brand will be more likely to be recognized among the public. A PR professional aids in brand and image development by being a consistent and positive voice for your brand that spreads the word to the public and endorse the brand or product. This is done in hopes of breaking through the clutter of competitors to put this specific brand or product in the forefront.

2. Unwavering Partnerships

Connections are increasingly more important for the growth and sustainability of a business. Whether these connections are between a client, business or customer and product or company, a PR professional’s position is the glue holding these partnerships together. They are the liaison between two entities or the human association someone has of their client.

3. Online Presence

Simply put, if it’s not on the Internet, your business’ presence will pass like a ship in the night. Someone in PR is responsible for managing websites, social media accounts, and basically doing anything they can to make your product/company known amongst the plethora of information on the Internet.

4. Steadfast Tradition

Adding to point #3, while the Internet accesses every possible resource, getting a localized audience through print or broadcast can still produce an engaged audience. PR professionals are masters of their trade, and they know how to find the optimal audience for a product or company and how to best reach this audience.

5. Maximizing Social Media’s Potential

It’s only been around for a decade and has a massive presence, but social media has so many more abilities than how we use it every day.

One of the most recognizable PR campaigns of 2014 is the ALS Ice Bucket Challenge. The purpose of this challenge was not just to dump a giant bucket of ice water on your head, but to raise awareness and donations for the ALS Association—a non-profit organization fighting Lou Gehrig’s disease. The power of PR (and a few celebrity endorsements) made it possible for the ALS Association to receive $31.5 million in donations between July 29th and August 20th. In case you have no idea what we’re talking about here’s a clip:

When PR is used to full effect, it is a force to be reckoned with; a force of good, of knowledge, of social relevance. With new information and socially relevant events happening every day, the work of PR professionals everywhere will keep us informed—and for that, we thank you.

 


 

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