Despite Public Relations (PR) playing a huge role in modern society, many businesses still have difficulty understanding exactly what PR is and how it can benefit them.
A good PR agency or in-house specialistcan create campaigns which strengthen an organisation’s credibility, maximise coverage across media platforms, develop goodwill and influence consumer and stakeholder behaviour.
The PR team at Adoni Media has put together three of the most important things to know about the Communications industry.
- PR is not the same as advertising
Advertising is paid or owned media, whereas PR is free or earned media. Advertising uses tactics where an organisation encourages potential customers to choose the product or services offered by the organisation, such as paying for a TV commercial or a newspaper advertisement. PR is all about building and maintaining good relations with companystakeholders by gaining favourable publicity and having a good reputation. Where advertising is a one-way dialogue, Public Relations is a two-way communication process wherein the organisation listens and responds to the customer and potential customers.
- PR helps with crisis management
Effective Crisis Communications requires preparation and proactivity to ensure your organisation and its reputation are protected in the event of a crisis. PR professionals offer crisis management consulting to help you prepare strategies to prevent or mitigate crisis situations. It is essential your organisation has a crisis management intervention plan in place to reduce potential risks. A PR agency specialising in Crisis Communications can assist in ensuring your organisation is well-prepared and has undergoneadequate crisis management training.
- PR professionals have strong links to the media
PR professionals form strong relationships with journalistsbypitching stories, sharing content and offering up spokespeople for comment. These connections can be used to benefit your organisation as a good PR specialistwill pitch different angles of your story to news reporters, business writers and other influential figures in the media. This will result in positive coverage for your brand and create favourable perceptions in consumers’ minds.