The Public Relations of Public Relations

Charisse Kenion

The Public Relations of Public Relations The Public Relations of Public Relations sadly is not done well. Misconceptions, misunderstandings and general distrust plague the industry, which is sadly why many brands and businesses miss out on vital opportunities to communicate to, and engage with, their target markets. First things first however and let’s take it from the very beginning…

What is PR?

After 12 months of research, the PRSA (Public Relations Society of America) concluded that the modern definition of PR is best put as: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

When done well, PR is one of the strongest and most successful forms of marketing you can do to increase brand awareness and interaction with your audience. Did we also mention that once you have decided to run a PR campaign for your brand, the scope of coverage that can be garnered is unlimited?

All too often however, the general consensus is that businesses can manage PR themselves with little to no experience in, or understanding of, the industry. PR is not simply a matter of writing a single press release and sending it out to media en masse and hoping for the best. PR is a complex and highly skilled mix of existing media relationships, creative storytelling and credibility. Persistence is also key, as PR is continuous and should be considered as a long-term strategy, whereby results are rarely obtained overnight.

What does a Publicist actually do?

The best way of explaining the role of a Publicist is that they convince external or internal audiences via unpaid or earned methods*. Essentially, articles produced as a result of PR are generally viewed as having more credibility, as the story has been substantiated by a trusted third party (in this case a journalist or reporter) and not paid for - as it is with advertising. Publicists are the storytellers, the creators, the people behind the pivoting of available brand content to create newsworthy angles that are valuable to media and their audiences. Longevity in the industry, a strong reputation, long term relationships with key journalists and personnel and the ability to craft eye catching and standout Press Releases are just some of the key attributes of a good Publicist. Not to mention exceptional communication and research skills.

What is the difference between advertising and public relations?

Put simply, advertising is paid media, public relations is earned media. For example, you could place $20,000 worth of advertising across one publication (often with limited shelf life), or reap the benefits of varied coverage across multiple publications and marketing channels throughout a 3-month Public Relations campaign. All for the same price. So how then do we attribute a value to the coverage garnered via a PR campaign?

ASR explained.

ASR or Advertising Sales Rates are the industry standard used across the board to measure the value of editorial coverage gained through the use of Public Relations. Essentially, ASR is calculated by multiplying the space taken by a piece of coverage by the advertising buy rate. Therefore, the ASR gives an advertising equivalence of $X amount.

The method is transparent, industry recognised and utilised by some of the most respected companies worldwide.

How do you measure editorial value?

This is an interesting one because so many business owners, CEOs and marketing managers want different things. And this is where it is vital to set your campaign objectives from the outset. If it is ASR, then set this as one of your KPI targets when briefing your PR company. It may be an appearance on television, socials coverage of an upcoming event or the use of Digital Influencers (see the@LIST) for tabloid press.

Either way, the most important thing to note is to be very clear and clearly communicate your requirements and understanding of campaign success to your PR team. At the end of the day however, you might be asking yourself why engage a provider of public relations for your brand at all - The answer is multifaceted as the benefits are many and varied…

What are the key benefits of PR?

1. PR enhances a brand’s relationship with media
2. PR increases brand credibility and reputation
3. PR increases brand communication within the community
4. PR increases target audience engagement
5. PR gives the opportunity for a business to tell the story about their brand and position the company in the best light, through message clarity

In turn, the above can be beneficial in generating new business leads and increased sales as well as attracting staffing talent and investors alike. The added advantage of cost savings must also be considered, as contrary to popular belief, PR is one of the most cost-effective methods of generating brand awareness.

Is PR the only answer?

It is important to note, like most elements of the marketing mix, PR is only one such facet and should not stand-alone. The use of social media and digital influencers can strengthen PR efforts and experiential activations can also serve to amplify your brand message. PR should be a healthy mix of owned, paid and earned media.

How can I utilise PR for my business?

Public Relations can be used strategically in a number of forms for a number of reasons, depending on your campaign objectives. The following (not exhaustive) list includes just a few of the ways PR can be utilised in your business…

• Media relations – the process of drafting Press Releases, scheduling interviews and liaising with the media to generate coverage
• Personality PR to build your own profile as a CEO or Business Owner
• Product Placement with Digital Influencers to showcase your brand via authentic spokespeople
• Engaging brand ambassadors
• Experiential Activations so that consumers can experience your brand’s product/service
• Community Place-making
• Creating Media Kits and Product Profiles for brand building
• Speaking opportunities

The most important facet of a successful PR campaign is that a Publicist must work closely with a Client in order to see the best results. The process cannot be one sided and shouldn’t ever be, if indeed you are all working towards the same goal. Engaging a specialist in the field however is a must; in order to set the strategic direction of the campaign and draw on the specific skills and media relationships required to execute a successful Public Relations campaign.

* Robert Wynne via forbes.com