Public relations is the strategic communication process that builds mutually beneficial relationships between organisations and their target audiences according to the Public Relations Society of America (PRSA). These beneficial relationships can determine the success or failure of a strategy, product or company. In other words, it is a strategic communication process that builds mutually beneficial relationships between organisations and their audiences.
Every business needs a good reputation to succeed and thrive and, as it grows, it is increasingly important to stand out in the industry in which it operates. In short, public relations is one of the cornerstones of managing a company's reputation. Consider having a public relations department in your company. It will bring you many benefits.
5 elements of public relations
An organisation is a group of people working for a common cause. An organisation can be a company, a government, an NGO, i.e. it can take many forms.
As with organisations, audiences are varied and comprise diverse social backgrounds. Audiences are groups of people who interact with a particular organisation.
3. Communication processes
Public relations involves at least two parties: the organisations and the different publics. Both parties relate to each other in various ways to establish exchange processes.
4. Non-linear processes
They occur in the opposite way: they happen spontaneously and multilaterally. Public Relations is born as a way to understand them and to optimise the existing links between the different actors involved.
5. Exchange relations
Public Relations emerges as a way of organising the links and exchange processes between organisations and publics. This generates multiple benefits and gives added value to both parties. Likewise, organisations benefit when they transmit their message, as they generate a positive perception of the brand and services. On the other hand, the public can have a more transparent vision of the organisations and complain about the services offered.
what is public relations for?
The main objective of public relations is to protect, improve or build the reputation of a brand, company or product through different media, whether traditional, digital or the company's own. Likewise, the public relations officer, who is in charge of this area, has two main functions:
- Organising, finding or creating positive messages to convey stories that are told about a company.
- Manage the crisis and mitigate the damage and develop the best response to an unfavourable situation.
On the other hand, a public relations expert works in a public relations department. This department focuses on a few functions that we will see below:
- Creating and strengthening relations with the media.
- Organising events in order to present the company's products or services.
- Communicating effectively to help create and clearly promote the company's objective both internally and externally.
- Reporting on launches.
- Manage company contacts and relationships.
- Organise public image events and promote media relations.
- Create promotions on social networks.
- Conduct market research to understand customer opinions and market trends.
- Crisis management to protect the company's reputation.
6 public relations strategies for a company
1. Making a public relations plan
Before taking any action, the first thing you should do is to create your public relations plan. Improvisation is not a good ally in this case. Therefore, we recommend that you define your plan and strategy in terms of the image you want to transmit and create. Also, determine which channels are the most appropriate for the audience you want to reach.
2. Getting media attention
To get the attention of the press, the best way is to give them a story they can't ignore. This way, you will get the coverage you want. It is very important to maintain a good relationship with the media and analyse what they are looking for. This way, you will be able to provide information that is valuable to publish in a bold and creative way.
3. Have an online presence
Nowadays it is essential to be on the internet. Otherwise, it will be more difficult to be known. Having a presence on social networks has a great reach. Therefore, you must be there and define the tone of voice in which you want your company to speak and, therefore, to be talked about. Your company's website, blog or social networks are your letter of introduction to the online world. Taking care of your online reputation is key, as you will be in the sight of your audience and the media. It is also important that your company appears in the first results of Google to obtain a greater reach.
4. Hold press conferences
They are a good strategy when you have something important to tell or share. Don't forget that the media is one of the channels where you will disseminate your information. Use them to tell about important events for your company and don't only use them during crises.
5. Become your own brand
People love stories, so we recommend telling a story that people can relate to. Also, take every opportunity to promote your brand and always be consistent with the messages you want to convey. Remember to be concise, transparent and consistent with your audience.
6. Engage your talent
Humanise your company to the world. While it is important to tell a story, it is more important that you do it from the perspective of your human talent. Social media is a good channel to present the positive aspects of your company's culture. In this way, you bring your company closer to its audience, humanise it, give it a voice and allow people to get to know the culture and the talent that drives your business.
do you think that having a public relations department is key for a company?