Five Things Everyone Should Know About Public Relations

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The public relations industry does a terrible job of public relations.

Very few people can explain what people in public relations really do. If youre a cop, a construction
worker or a cowboy, everybody knows your job function. (If youre a cop, construction worker and a
cowboy who hangs out with a guy dressed in leather, youre in the Village People.)

As the owner of a boutique PR agency, I constantly have to explain that we dont buy advertisements,
we dont order journalists to write stories for our clients, we dont produce cute radio jingles, and we
dont hand out free samples at the mall. Yes, we try to promote our clients, our products or ourselves.
But unlike advertisers, we persuade our external or internal audiences via unpaid or earned methods.
Whether its the traditional media, social media or speaking engagements, we communicate with our
audiences through trusted, not paid, sources.

To help the general public understand public relations and how to use these skills, and for those in the
industry who need to explain their jobs to their grandparents, the occasional stranger, and friends, here
are Five Things Everyone Should Know about Public Relations.

What is public relations?

PR is the Persuasion Business. You are trying to convince an audience, inside your building or town,
and outside your usual sphere of influence, to promote your idea, purchase your product, support your
position, or recognize your accomplishments. Heres what the Public Relations Society of America
PRSA agreed upon after a few thousand submissions: Public relations is a strategic communication
process that builds mutually beneficial relationships between organizations and their publics.

PR people are storytellers. They create narratives to advance their agenda. PR can be used to protect,
enhance or build reputations through the media, social media, or self-produced communications. A
good PR practitioner will analyze the organization, find the positive messages and translate those
messages into positive stories. When the news is bad, they can formulate the best response and
mitigate the damage.

The Princeton Review notes that: A public relations specialist is an image shaper. Their job is to
generate positive publicity for their client and enhance their reputation They keep the public informed
about the activity of government agencies, explain policy, and manage political campaigns. Public
relations people working for a company may handle consumer relations, or the relationship between
parts of the company such as the managers and employees, or different branch offices.

Our tools include the following:

Write and distribute press releases

Speech writing
Write pitches (less formal than press releases) about a firm and send them directly to journalists
Create and execute special events designed for public outreach and media relations
Conduct market research on the firm or the firms messaging
Expansion of business contacts via personal networking or attendance and sponsoring at events
Writing and blogging for the web (internal or external sites)
Crisis public relations strategies
Social media promotions and responses to negative opinions online
2. How is public relations different than advertising?

Its Unpaid vs. Paid. Earned vs. Purchased. Credible vs. skeptical. Public relations tastes great,
advertising is less filling.

Theres an old saying: Advertising is what you pay for, publicity is what you pray for.

Advertising is paid media, public relations is earned media. This means you convince reporters or
editors to write a positive story about you or your client, your candidate, brand or issue. It appears in
the editorial section of the magazine, newspaper, TV station or website, rather than the paid media
section where advertising messages appear. So your story has more credibility because it was
independently verified by a trusted third party, rather than purchased. Heres a good chart from a
previous column:

Another huge difference is price. PR firms charge monthly retainers or can be hired for specific projects.
Advertising can be very pricey.

A former client purchased one full-page ad in a weekly magazine that cost him $125,000. He expected
a wave of phone calls, viral media and multiple conversations about the ad. He got zero. In contrast,
getting quoted in the New York Times, Forbes and Reuters resulted in national speaking invitations,
calls from new and existing clients, and solid credibility. Not everyone can afford $125,000, but
advertising can be expensive when you figure the cost of the space or time plus the creative designs
and production costs. And most advertisements need to be repeated several times before the
consumer can be influenced.

Because its in their best interest to sell you more ads, advertising folks tell clients what you WANT to
hear. Baby youre the best! You just need to pay for a few months more for billboards and TV spots!
Because PR people deal with crises, image enhancement and creation of long-term relationships where
your story often must be accepted by others (the media) before you obtain recognition, PR people tell
you what you NEED to hear.

Robert Wynne owns a public relations and events agency in Redondo Beach, CA. He is the author of
the Amazon bestselling book, "Straight Talk About Public Relations."

https://www.forbes.com/sites/robertwynne/2016/01/21/five-things-everyone-should-know-about-
public-relations/#3ab8a05e2a2c
Public Relations

Definition: Using the news or business press to carry positive stories about your company or your
products; cultivating a good relationship with local press representatives .

Just what is public relations? And how does it differ from advertising? Public relations is the opposite
of advertising. In advertising, you pay to have your message placed in a newspaper, TV or radio spot.
In public relations, the article that features your company is not paid for. The reporter, whether
broadcast or print, writes about or films your company as a result of information he or she received and
researched.

Publicity is more effective than advertising, for several reasons. First, publicity is far more cost-effective
than advertising. Even if it is not free, your only expenses are generally phone calls and mailings to the
media. Second, publicity has greater longevity than advertising. An article about your business will be
remembered far longer than an ad.

Publicity also reaches a far wider audience than advertising generally does. Sometimes, your story
might even be picked up by the national media, spreading the word about your business all over the
country.

Finally, and most important, publicity has greater credibility with the public than does advertising.
Readers feel that if an objective third party-a magazine, newspaper or radio reporter-is featuring your
company, you must be doing something worthwhile.

As your business grows, it naturally becomes a more prominent element in your community and your
industry. That means that what it does naturally becomes more worthy of notice. And that means
improved opportunities for using public relations as a bigger part of your marketing mix. PR is an
excellent tool because it gives you exposure you don't have to pay for directly. The term "directly" is
chosen carefully here. True, you may not have to cut a check to a broadcaster or publisher when your
company is mentioned in a news report. But good PR rarely happens without effort. Getting good
publicity usually requires careful planning, persistent effort, and, often, spending money for press
release mailings, copywriters and PR consultants.

The good news is, as the founder of a growing company, you're in a prime position to be listened to by
consumers and the news media. All you have to do is let others know you exist and that you are an
expert source of information or advice about your industry. Being regarded as an industry expert can
do wonders for your business. But how can you get your expertise known?
Start by making sure you know everything you can about your business, product and industry.
Talk to as many groups as possible. (If public speaking strikes fear in your heart, you'd better
get over it. This is one skill you're going to need as an entrepreneur.) Volunteer to talk to key
organizations, service clubs, business groups or anyone else who might be interested in what
you have to say. Do it free of charge, of course, and keep it fun, interesting and timely.
Contact industry trade publications and volunteer to write articles, columns or opinion pieces. (If
you can not do that, write a letter to the editor.)
Offer seminars or demonstrations related to your business (a caterer could explain how to cook
Thai food,
Host--or appear as a regular guest or contributor to--a local radio or TV talk show.

Do all this, and by the time you contact media people and present yourself as an expert, you'll have
plenty of credentials.
Why do some companies succeed in generating publicity while others don't? It's been proved time and
time again that no matter how large or small your business is, the key to securing publicity is identifying
your target market and developing a well-thought-out public relations campaign. To get your company
noticed, follow these seven steps:

1. Write your positioning statement. This sums up in a few sentences what makes your business
different from the competition.

2. List your objectives. What do you hope to achieve for your company through the publicity plan you
put into action? List your top five goals in order of priority. Be specific, and always set deadlines. Using
a clothing boutique as an example, some goals may be to increase your store traffic, which will translate
into increased sales, and create a high profile for your store within the community.

3. Identify your target customers. Are they male or female? What age range? What are their
lifestyles, incomes and buying habits? Where do they live?

4. Identify your target media. List the newspapers and TV and radio programs in your area that would
be appropriate outlets. Make a complete list of the media you want to target, then call them and ask
whom you should contact regarding your area of business. Identify the specific reporter or producer
who covers your area so you can contact them directly. Your local library will have media reference
books that list contact names and numbers. Make your own media directory, listing names, addresses,
and telephone and fax numbers. Separate TV, radio and print sources. Know the "beats" covered by
different reporters so you can be sure you are pitching your ideas to the appropriate person.

5. Develop story angles. Keeping in mind the media you're approaching, make a list of story ideas
you can pitch to them. Develop story angles you would want to read about or see on TV. Plan a 45-
minute brainstorming session with your spouse, a business associate or your employees to come up
with fresh ideas.
If you own a toy store, for example, one angle could be to donate toys to the local hospital's pediatric
wing. If you own a clothing store, you could alert the local media to a fashion trend in your area. What's
flying out of your store so fast you can't keep it in stock? If it's shirts featuring the American flag, you
could talk to the media about the return of patriotism. Then arrange for a reporter to speak with some
of your customers about why they purchased that particular shirt. Suggest the newspaper send a
photographer to take pictures of your customers wearing the shirts.

6. Make the pitch. Put your thoughts on paper, and send them to the reporter in a "pitch letter." Start
with a question or an interesting fact that relates your business to the target medium's audience. For
instance, if you were writing for a magazine aimed at older people, you could start off "Did you know
that more than half of all women over 50 have not begun saving for retirement?" Then lead into your
pitch: "As a Certified Financial Planner, I can offer your readers 10 tips to start them on the road to a
financially comfortable retirement..." Make your letter no longer than one page; include your telephone
number so the reporter can contact you.
If appropriate, include a press release with your letter. Be sure to include your positioning statement in
any correspondence or press releases you send.

7. Follow up. Following up is the key to securing coverage. Wait four to six days after you've sent the
information, then follow up your pitch letter with a telephone call. If you leave a message on voice mail
and the reporter does not call you back, call again until you get him or her on the phone. Do not leave
a second message within five days of the first. If the reporter requests additional information, send it
immediately and follow up to confirm receipt.
Once you reach the reporter on the telephone, remember that he or she is extremely busy and probably
on deadline. Be courteous, and ask if he or she has time to talk. If not, offer to call back at a more
convenient time. If the reporter can talk to you, keep your initial pitch to 20 seconds; afterward, offer to
send written information to support your story ideas.
The following tips will boost your chances of success:
If a reporter rejects your idea, ask if he or she can recommend someone else who might be
interested.
Know exactly what you're going to say before you telephone the reporter. Have it written down
in front of you--it's easier, and you'll feel more confident.
Everyone likes a compliment. If you've read a story you particularly enjoyed by the reporter
you're contacting, let him or her know. This will also show that you're familiar with the reporter's
work.
Be persistent. Remember, not everyone will be interested. If your story idea is turned down, try
to find out why and use that information to improve your next pitch. Just keep going, and don't
give up. You will succeed eventually.
Don't be a pest. You can easily be persistent without being annoying. Use your instincts; if the
reporter sounds rushed, offer to call back.
Be helpful and become a resource by providing reporters with information. Remember, they
need your story ideas. There are only so many they can come up with on their own.
Always remember that assistants get promoted. Be nice to everyone you speak with, no matter
how low they are on the totem pole. After you establish a connection, keep in touch; you never
know where people will end up.
Say thank you. When you succeed in getting publicity for your business, always write a thank-
you note to the reporter who worked on it with you. You'd be surprised how much a note means.

Plan your publicity efforts just as carefully as you plan the rest of your business. You'll be glad you
made the effort when you see your company featured in the news-and when you see the results in your
bottom line.

https://www.entrepreneur.com/encyclopedia/public-relations
12 REASONS TO USE PUBLIC RELATIONS

What the public perceives as desirable, fresh, or "cool" becomes the latest trends. Trends are set by
what the public wants or doesn't want and can change, sometimes overnight. Take for example the
Edsel automobile or certain kinds of music. PR experts tried to ride or take advantage of those trends
with a newsworthy article or news release or speech.

Public relations practitioners try to understand and sometimes even predict public opinion. The public
relations consultant attempts to determine what the public wants.

The client for whom the public relations consultant works, determines its objectives as a major part of
any public relations program.

PR must be able to marry the objectives of the small business client with the prevailing public opinion
to maximize the outcome of a well-rounded public relations campaign.

Here are 12 ways you may use public relations to further your small business goals.

1. Consultant Services:

In two situations, consultant services are most often required. First, by the small firms seeking part-time
public relations help. And, second by the firm which might have its own marketing department but
desires an outside or objective point of view or advice.

Public relations professionals own knowledge of marketing, advertising, and internal business
communications. A public relations practitioners can assist a small firm in clarifying its goals and then
trying to develop the best approaches for applying those goals.

2. Speeches:

A winning speech gives the correct message to the intended audience. But, it must fit the personality
and principles of the small business person who will be giving the speech. The President of the U.S.
has a team of speechwriters. The president or owner of a small business can use one also. A public
relations person will operate with the one who will be giving the speech to determine the objectives of
the speech and the type of audience that will be listening. The speechwriter will do the research,
prepare the material, and then write the most effective and appropriate speech and assist the speaker
in preparing for the actual presentation.

3. News Releases:

Newsworthy events that come out of a firm look for attention of the desired audience. Accurate, well-
written News Releases, with real news value, are generally welcomed by the media.

The professional public relations person has a list of names of the media in the target publications,
experience with the inner -workings of the media and, therefore, the ability to get news communicated
to the target audience through the media.

4. Brochures, Pamphlets, and Direct Mail Material:

If the cover is interesting, eye-catching, or amusing, chances or the reader will open and continue
reading. A public relations consultant can write copy, make the drawings or illustrations, take the
photographs, put together mailing lists, and supervise the production and delivery of the final product.

5. House Publications:

A small business e-zine (or in the case of an ambitious company , a newsletter), is one of the most
effective methods available for communicating with clients and prospects. But the e-zine or newsletter
is not useful unless is being read by those to whom it is directed.

PR can offer advice on how to make sure the e-zine or newsletter is doing its job properly. They can
ensure it's lively, readable and informative as well is attractive. The newsletter can display, for the
organization, pride in its achievements and foster that pride among those who read it.

6. Media Advertising:

Media advertising can be one of the tools of the public relations practitioner. She will direct a small
business communication efforts into areas that will guarantee the most effective use of dollars available.

When it appears that media advertising is required, the public relations professional can create and
organize all areas of an advertising campaign.

7. Magazine Articles and Features:

Trade and consumer magazines offer an excellent place to tell a firm's story. These magazines are
always interested in new successes in business, ideas and products and services, human interest, and
personality stories.

A public relations practitioner understands the needs of the various magazines and recognizes when
an organization has made the kind of progress that would make a good story.

8. Annual Reports:

Few methods of communication can tell as much about a small company as its annual report. Most
small companies, however , are either too small or too busy to produce an annual report or don't feel
the need for one or don't understand the value that one might provide, even if you're not a Fortune 500.

Annual reports can be far better than just a financial summary. They can be very useful to help a small
firm review its targets or goals for the year, to determine if it made them, to review their customer
satisfaction, to review their client case , whether or not a business is following the guidelines set for
itself. Annual reports can be turned to valuable brochures useful to provide an overall view of the small
business that would be suitable for distribution to employees, customers, suppliers, bankers, the SBA,
consultants, prospects, community leaders, government agencies and any other relevant audiences.

A Public Relations professional will give professional advice about content and design or do the annual
report in complete detail.

9. Convention Services:

Conferences, conventions, company meetings need careful planning and a great deal of coordination.
Public relations consultants operate "behind the scenes" to make sure an organization's convention or
meeting is a smooth running affair. A Public Relations consultant can arrange the entire plan or provide
special people to carry out all of some of the following services:

A. budget planning: how much it will cost; finding cost-efficient sources; planning the program of events.

B. hotel arrangements: booking hotel rooms; arranging for meeting rooms and banquet tables; food
services.

C. inviting guests: assistance in making guest lists; invitation of VIPs (from government and business
circles); making and distributing all invitations; arrangements for welcoming committee; transporting
guests to hotel; car rentals, etc.

D. planning events: bringing in entertainment; arranging for tickets to special events; arranging tours
for visitors and families of those invited to convention programs.

E. personnel: providing attractive and able people to run registration desks and display booths;
providing knowledgeable people to run special equipment, secretaries, security guards, etc.

F. special materials; menus, programs, notebooks, name tags, maps, posters, show cards, welcome
kits, flowers, trophies, souvenirs.

G. speeches: assistance in researching and writing speeches; arranging for guest speakers.

H. media arrangements: arranging press accommodations; radio and TV coverage; arranging special
interviews; writing and distributing news releases, before, during, and after the event.

I. follow-up: information on final costs and benefits; preparation of a summary with advice for future
gatherings.

10. Audio -Visuals:

One of the best ways to reach an audience and leave a lasting impression is with audio-visual
communication. Public Relations can develop an imaginative and complete audio-visual presentation
that can be used effectively in sales presentations and conventions.

Audio-visuals can be distributed to the media, clubs, schools or other organizations, or in the form of :

A. film clip productions.

B. films for records.
C. documentary films.
D. slide-tape presentations.
E. still photography
F. reference materials.

A Public Relations consultant can research, film, direct, script-write, and produce the material for a
small business.

11. Posters:

Posters can be powerful. They should be fascinating, understandable, attractive to the eye, and carry
a strong, but simple message.
A public relations consultant, with top artists, can create posters to specifically suit the small business
and meet the above specifications.

12. Special Promotions :

Any special event, whether it is an official opening, anniversary, or open house , should have special
coverage. A public relations practitioner can provide any of the necessary elements, such as:

A. invitations: designs, production, or distribution.

B. Programs: layout, artwork, production.

C. Bookings: meeting rooms, banquet halls, orchestra, entertainment services.

D. Special Materials: audio-visuals presentations, display, equipment, transparencies, souvenirs.

E. media arrangements: arrangements for media room, radio and TV coverage, appointments for
special interviews: a circulation of news releases for distribution before, or during and after the event.

F. special services: promoting the event, photographic coverage for publicity and for records.

A Final Note

Public relations is the art of communication at a highly sophisticated level and is invaluable.

PR relations can make a significant contribution to the increased productivity of your small business.

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