Public relations

What is PR? Public relations (PR) is generally about reputation management. It is the art of conveying information between individuals, organizations and the general public.

PR enables you to gain exposure to your intended audiences using information that is relevant, and of interest to the recipient. In the pursuit of good reputation management, PR functions are designed to help build trust and credibility with groups that are important to you or your company. They help raise awareness about your products, services, company ethos, as well as providing you with the opportunity to define, control and distribute your message to clients, prospects as well as those inside your company. This involves the role of PR experts identifying the key messaging and subsequently establishing strategies for building and maintaining mutually beneficial relationships with your desired audience.

In short, PR is about raising your company’s authority, building relationships with key people and managing your reputation. Good PR is vital segment of good marketing, and a key ingredient in increasing sales and gaining new customers, as well as providing positive communication to your existing customers and staff.

Guidelines to effective PR

There are some principles that should guide every PR activity, firstly, know your audience. Do your research and ensure that whatever products or services you provide actually fit the requirement of your intended audience. Remember, good PR can create a very close relationship with the customer and prospect by providing important information, and access to what end users are saying in the press.

Secondly, ensure all content is timely, relevant, informative and engaging. In short – tell the right story, at the right time, to the right people. Make sure you focus on the desired outcome rather than just the PR activity. Understand what the key objectives of the PR activities are and assess whether your plan delivers on those objectives.

Finally, it is always useful to ensure that there is a clear contact point, or even better, a clear call to action woven into the PR article.

The conclusion – effective PR is a skill that is enhanced with years of experience, so ensure you engage the expertise of David Antrobus Marketing right from the start of your PR initiative.

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