During a recent conversation with one of my I Speak Life Coaching™ clients, they identified a need to gain more awareness about what they were doing in the community and in their business. I inquired if they were leveraging any Public Relations (PR) initiatives at the moment, to which they replied…I’m not sure.
I shared with them it’s time to get into the limelight! If you want to immediately gain traction in your business while impacting your revenue generation, it helps to become slightly famous! How exactly do you become slightly famous? Great question! You must increase public awareness of your brand, calling or organizational mission through public relations or PR.
Create Mutually Beneficial Relationships
Let’s unpack the reality of what PR is when it comes to messaging. According to the Public Relations Society of America (PRSA), public relations is defined as, “a strategic communication process that builds mutually beneficial relationships between organizations and their public’s.” The basic concept of public relations is communication. A public, in PR terms, is anyone who ever has, or ever will form an opinion about the client. Public relations success requires an understanding of the interests and concerns of each of the client’s many public’s. The public relations professional must know how to address the concerns of the client’s public’s by using the most powerful tool of the PR trade — publicity.
Public Relations is Not Advertising
Public relations differs from advertising, in that advertising is paid for, whereas, in public relations, the news article that features your organization is not paid for. It provides valuable exposure to your organization that is more credible than advertising. Let me share six management objectives with you that public relations also entails:
- Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact the organization.
- Counseling management on policy decisions, courses of action and communication, while taking into account their public ramifications and the organization’s social responsibilities.
- Researching, conducting and evaluating action plans and communication to reach the informed public understanding necessary to achieve an organization’s goals.
- Pitching stories and angles to the media on a regular basis.
- Planning events to get the public to interact with the organization’s brand, and get the media involved.
- Setting objectives, budgeting, recruiting and training staff, and developing facilities.
Public Relations Requires More Depth
At the end of the day, public relations is much more than just press releases. Publicity efforts should be planned as carefully as any other aspect of your business. The end result can be increased revenue for your organization.
Point of Clarity Quote:
No matter how great you are at what you do, as long as you remain known only within your own family circles, then you and your talent will die in obscurity and irrelevance. Position yourself to influence the masses by having a media, marketing and communication strategy.
― Archibald Marwizi