Building a Business with Words
Public relations or PR is a term everyone has heard of, but what is the role of PR and how is it done? Simply put, the ways companies attract business depend on how they present themselves to the outside world. Branding and advertising will be an important and very visible part of the way companies go about being noticed. But you can have a very strong brand and a smart ad campaign; if the reputation and credibility of a company isn't strong they might still find it hard to attract business.
And this is where PR, or public relations, comes into the equation. What PR does is provide communications to external sources to build the credibility and reputation of a company, service or product. This can come in any shape or form, such as videos, photographs, articles etc, however traditionally most of the public relations activity was focused on the press. The rise of social media platforms has created a vast amount of new possibilities for PR people to bring their message across.
The role of PR is then to make sure that the sources they want to target, get the information PR people want to spread, regarding a certain service or product. Because of this it is very important for people in PR roles to have a good knowledge of the product or service they are working for as well as make sure they approach the right channels that will be relevant to their target audiences and to the product they are selling. Information sent out by PR needs to be a news item and it needs to be appropriate, interesting and relevant for the product. This means there is a lot of room to make mistakes but when PR has been done properly it can really help build the credibility and reputation of a certain brand.
When well executed, a PR campaign is unlikely to be noticed as being PR. However people often do notice situations where PR is used for damage limitation or crisis management. The term ‘spin doctor' has become quite familiar, especially since the Tony Blair era, where certain events were given a very different interpretation by Alastair Campbell. The term implies ‘spinning' the facts until what happened comes out in a more positive light. In politics people will be quick to point out the influence of ‘spin doctors' and thus more people automatically make a negative connection upon hearing the term PR.
The challenge of people working in PR roles then lies in overcoming these negative connotations, having a very strong knowledge of the product they are promoting and approaching this in a relevant way. When done well PR can really contribute to the strength of a brand's reputation.
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