TOW#567 — Public relations (PR)
When talking about PR (public relations), we always seem to mean the media (TV stations, radios, newspapers, portals, etc.), which are essentially the biggest outlets for local, national and international news. However, at its core, PR is not the media. The media is simply a channel. PR is (from an economic point of view), the relationship between organisations/companies and the public. Here’s a very nice definition I found on the Internet, which I think reflects the true nature of the concept of ‘public relations’: “PR is a way for an organisation/company to adapt together with the public” — 1982, PRSA.
The basic relationship is fundamentally between an organisation (events) and the public, and how they can help each other ‘grow’. We develop content, and they are our audience and our biggest critics. Keywords in that whole relationship are ‘involvement’ and ‘building relationships’ with them. These are also the basic rules that every company should have for building a good relationship with clients/customers.
Now, the channels and ways you can reach them (the public) are different:
• Media — no matter the number of alternative channels, the media is the fastest way to spread information to a wider audience. Nevertheless, the basic rules of PR apply here too — ‘involvement’ and ‘relationship building’. I’d like to thank all the media outlets that shared the news last week about our latest two brands, having seen the value of the content and then shared it with their audience. Still, I must say that despite the fact that we sent the information to many outlets, most of those who shared the information were journalists with whom we have great relations and who we’ve grown together with over the years.
The other ways may not have the power to spread the message quickly, but they can still help spread the word and help you connect more deeply with your audience.
• Cooperation — with other companies, associations, organisations, universities, and so on. Making joint promotional campaigns where their audience will find out about you and yours about them;
• Info leaflets — monthly, covering what’s been happening on your end that the general public might find interesting. When we started with this concept of ‘weekly tips’ we had 50 addresses, now we have more than 20,000;
• Blog — running a blog, or a similar written concept. Informing, educating and involving the public;
• Podcast — apparently it’s now fashionable to make podcasts. It’s a type of radio format that can include video, but doesn’t have to. It should also be educational, interesting and useful to the public in order to highlight your expertise and credibility;
• Public speeches — participate in public presentations and speeches. Be the voice in your professional environment;
• Charity events — be a part of, sponsor and help charity events in your local area, and create positive content from it;
• Indirect concepts — use indirectly related concepts to promote your ideas (games, social activities and movements, etc.);
• Influencers — they’re already taking up a serious space as a channel for transmitting messages. Maintain good relationships with some who are in line with your corporate strategy;
• Brand Ambassadors — can be local influencers or influential people in the community who (with or without financial compensation) are your spokespersons for promoting your brand.
Of course, if you have a think (or search on Google) you’ll find many more channels that you can use to communicate with the public. However, one thing I know from experience is that no matter how powerful the channels you have, or how much money you can invest in building public relations, the most important thing is the content you share and how relevant and useful it is to the audience.
Wishing you success with the changes to come,
Petar Lazarov
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