PR (public relations) is a strategic communication process that creates relationships between an organization and its target audience. PR relationships are beneficial for both sides. PR services in a broad sense are a complex of professional actions aimed at creating and managing information that arises as a result of the interaction of an organization or individual with the public, in order to form the desired image.
HOW PR DIFFERS FROM ADVERTISING
When promoting products and brands, clients of agencies do not always clearly distinguish between PR and advertising. This leads to the substitution of concepts, the integration of areas, or the exclusion of PR. However, PR not only fundamentally differs from advertising, but in many ways is also significantly more advantageous than advertising:
| PR | ADVERTISING |
|---|---|
| Free | Paid |
| Builds trust | Creates skepticism |
| Requires convincing the media of the value of PR information | Guaranteed publication |
| Text-focused | Visual-focused |
| Key message – “This is important” | Key message – “Buy this product” |
Employee of “Forbes” magazine, author of a book on PR, and an expert in PR services, Robert Winnie, in an article about key things to know about PR, emphasizes the following aspects of PR promotion:
PR is about persuasion.
PR can be used to protect, enhance, or create reputation through the media, social networks, or other communications.
PR story is more trustworthy because it was not paid for but independently verified by a reliable third party (e.g. media trusted by the target audience).
MOST IN-DEMAND PR SERVICES
There are many types of PR services, with the most popular being:
| Service | Description |
|---|---|
| Working as an external press office | Providing ongoing communication with the media and preparing press releases. |
| Preparing PR strategies and texts | Developing a comprehensive PR strategy, writing press releases, and creating content for different channels. |
| Holding PR campaigns and events | Organizing and executing public events and activities to promote the client’s brand. |
| Research and reporting | Conducting market research and analyzing the client’s position in the industry to identify opportunities for promotion. |
| Monitoring competitor activities | Tracking the activities and strategies of competitors and identifying potential threats to the client’s reputation. |
| Reputational audit | Conducting a comprehensive analysis of the client’s reputation, identifying strengths and weaknesses, and making recommendations for improvement. |
| Crisis response | Developing and implementing a strategy to manage negative publicity or other crises that could damage the client’s reputation. |
However, PR is often a combination of several services. The list of the most in-demand services for comprehensive PR promotion is shown in the table.
| What | Purpose | Description |
|---|---|---|
| Subscription PR service | For simplified and more effective solution of all tasks related to PR: from searching for qualified specialists to building partnerships with the most attractive media from a PR-strategy standpoint. | This PR service includes all major directions: consultation on PR issues; analysis of actions by direct competitors; publication of articles in the media; organization of press events; work in the format of an external press service; SMM promotion; crisis response to negative information and work on prevention of such situations. |
| Complex PR in the media | For large-scale promotion in mass media with a good reputation. | PR in the media concerns all aspects of promotion that can help a company or individual achieve their goals through the media: development of PR campaigns; formation of a pool of loyal journalists; organization of press events; preparation of materials for publications; creation of information events; column writing; organization of expert interviews; coordination of requests from the media. |
| Personal PR | For the top officials of the company to reach a higher professional level, shape the desired image in the process of promoting a personal brand, and effectively implement part of the overall PR strategy. | Personal PR in its key areas is similar to subscription service but applies only to a specific person. Usually, this PR service includes: reputation audit; development of communication strategy; individual consultations and training for successful promotion of personal brand; crisis response regarding criticism of a specific person; coverage in the media of all materials contributing to achieving goals, including social activity and expert opinion. |
| Corporate PR | For building strong and mutually beneficial relationships with all important organizations and people for the company (consumers, partners, government, etc.) | Corporate PR includes: analysis of the current situation (both regarding the company’s reputation and the actions of competitors); development of a PR strategy and corporate social responsibility; building relationships with consumers, investors, partners, authorities, and other individuals and organizations that influence the achievement of set goals; protection of the company’s reputation. |
| Social PR | For covering socially significant projects and promoting ideas related to the importance of universal human values, for example, in the context of social and charitable events. | Social PR includes: analysis of public opinion; development of a PR strategy for social and charitable activities; organization of events related to social issues; involvement of opinion leaders and public figures; cooperation with social and charitable organizations; publication of materials in social networks and media. |
WHAT TO CONSIDER WHEN ORDERING PR SERVICES
To achieve the desired result from PR, it is advisable to consider several simple rules:
Before ordering PR services, it is necessary to clearly formulate why they are needed. It makes sense to perform only those PR activities that do not require a lot of time and can be done with quality in the framework of PR promotion. The more detailed the goals of PR are outlined, the better its implementation will be. When choosing a contractor, it is worth paying attention to the reputation and portfolio of the agency. An in-house specialist can help achieve strategic goals, but only when the client can clearly formulate tasks and control the results. If cooperation with a PR agency involves signing a contract, it is better to familiarize yourself with this document in advance.
WHY PR SERVICES ARE NEEDED
High-quality PR services have many advantages:
They increase consumers’ trust in the brand and product.
They attract the attention of the target audience on a large scale and virtually for free, stimulating sales growth.
They deliver valuable information to potential buyers and partners. They effectively increase the intangible value of the brand.
CONCLUSION:
PR significantly differs from advertising. Good PR helps to achieve the desired result qualitatively and inexpensively. Effective PR promotion includes a complex of PR services. The effectiveness of PR depends directly on the clarity of the tasks set and the professionalism of the specialists working on PR promotion.
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