I must admit a lot of people think marketing is PR and vice versa but to me they are very different! It’s a highly specialised area of marketing that requires specialist skills and a certain way of dealing with journalists…
So, with this in mind, I have put together a bit of a basic guide, covering the things that you need to know and if you need any good Public Relation consultants then please get in touch and I will put you in contact!
So what is PR?
The idea behind PR is persuasion. You are essentially trying to convince an audience to purchase your product, order your service or buy into an idea that you have.
Those who work in the area are able to tell a story, to capture attention and imagination in order to communicate for their own business or their clients.
They use a wide range of tools including social media, press releases, guest blogging and feature articles.
Isn’t that just the same as advertising?
This is a question that is often asked and it is easy to see why people may think that. However, they are two different things. Advertising is a paid media and PR is an earned media. Whilst advertising puts things in people’s faces, the idea behind PR is that they want to know more about what you can offer and find ways to find out about you.
The most important part of PR is the story
As I have already covered, PR is all about storytelling and therefore the most important thing to get right is that story. Those who work in the industry will be able to promote something in a way that makes sure that everyone knows it is new, fresh and pretty exciting too. It might be a new app, a new car or perhaps someone new joining a company. No matter what the news is, you can bet that with a little Public Relations help, plenty of people are going to be excited about it!
The other element to consider is it’s all about positioning you as an expert – this is not about selling your product or service but your expertise and your story.
How do you know if PR is working?
Unlike some forms of marketing, it can be hard to know whether or not the PR effort that you have put in is actually doing what you want it to do. It’s a risk that every business, whether big or small, should take at some point.
No consultant can ever guarantee a placement but if it does happen they would have worked bloomin hard, chased for a relentless number of hours for you and the elation you feel when you get featured will be amazing.
PR is an investment, just like other forms of marketing. However, in order to know whether or not it is right for your company, you need to understand more about the basics of PR and what it can do for your business.
If you’d like to read more check out some of my popular blogs