Why your business needs a PR consultant

Need of Public Relations consultingEvery business needs a PR professional to help them accomplish their goals. Choosing the right player can obviously lower the burden on an enterprise eyeing to enhance business significantly.

More business enterprises are relying on public relations services to efficiently implement communication strategies. And, with the rising demand for social media marketing, PR consultants who are positioned to integrate traditional, digital communication strategies have gone up significantly.

But, how do you find a PR consulting firm that can help you attain your business objectives and bridge the gap between traditional and digital media approach? When you are planning to avail the services of a PR company, try incorporating some of the below mentioned questions that will help you refine your search.

  • Why should we opt for the services of your firm? How effective are your solutions and do they match our requirements?
  • Can you show some instances or case studies that display your expertise in combining traditional and digital PR practices?
  • How will you manage our requirements? What kind of skills and experience does your team have? Who will be creating the strategy for success?
  • How do you measure the success of a PR campaign and what are the relevant metrics you use for it?
  • Do you integrate social media to boost the traditional PR tactics?
  • Do you use traditional PR methodologies to enhance online activities?
  • Do you build and support an online community? Share some examples to show how your firm has attained bottom-line business targets using an online community.
  • How do you pitch to journalists and what are the services you are using for media research?
  • Do you consider bloggers as part of mainstream media?
  • Please share an instance where you as a PR consulting firm handled a crisis situation for the client.

Every business looking for a PR consultant should consider the intangible skills as well.

These attributes have the ability to generate above-average results.  For instance –

  • Avoid vendors and look for a partner
    Always avail the services of a PR that works as an extension of your company. The team handling your account should understand your business and industry type. Your consultant should be eager to gather information about you. As a client, you should consider the consultant’s advice.
  • Focus on strategy
    Stay away from the consultants who believe Facebook and Twitter are the answer to every problem. Both these social media platforms can be a part of the solution but not the solution. Select such a consultant who can create and implement communications strategies that help achieve company’s overall business targets.
  • Follow quick approach
    Every growth-oriented business needs a PR person who is able to bring a new dimension to the communication landscape.
  • Identifying trends are crucial
    Spotting latest trends that your firm can leverage is an absolute must. It is the PR agency’s responsibility to find new ideas and opportunities to enhance your brand’s visibility.

Companies eyeing to enhance their business value through PR need to realize that it is a two-way dialogue. With the surfacing of new media framework, which relies on both traditional and new age communications, there are bigger opportunities for public relations to create improved ideas. In simple words, Public Relations in marketing is fast gaining ground.

Types of Public Relations Tools

Types of public relationsPublic Relations (PR) is a dynamic field that aims to build efficient communication between companies and their stakeholders, in order to maintain a positive name for organisations in the market. In today’s intensely-competitive scenario, there is a compelling need for firms to maintain a healthy reputation in the market, which in turn determines their success in the long run.

This blog post provides a sneak-peek into the types of Public Relations tools and how these help organisations in setting themselves apart from their competitors.

Scores of firms are now employing Public Relations to meet their publicity needs as well as establish a resilient and sturdy foothold in the business landscape of the country.

Given below are the cutting-edge tools and techniques that are the major pillars without which PR of any kind is impossible.

Public Relations Tools

  • Press Releases: Through Press Releases, the vital information related to companies is communicated effectively to the target audience. The press releases are then given to be published in various newspapers and magazines. This escalates the media visibility of organisations, helping them attract consumers’ attention.
  • Blogging: With the emergence of online media, blogs have become one of the most lucrative ways to enhance the online media presence of companies. With scores of people using the digital platform nowadays, blogging has emerged as a path-breaking way to build and maintain connection between companies and their stakeholders.
  • Media Relations: Public Relations uses Media Relations to create sturdy, persistent and professional relations with all sorts of media. These relationships work in the favour of companies as the cumbersome task of providing firms with enough coverage then becomes a cakewalk for PR firms. This is one of the most important types of Public Relations tools that help a Public Relations agency in retaining healthy relations with the media over an extended duration.
  • Newsletter: Mailing newsletters to customers and various other stakeholders is one of the best ways to be in regular touch with them. Newsletters are usually loaded with vital information so that it serves the purpose of making patrons aware of the important announcements or new launches of the company. PR firms strive to make newsletters fun and interesting to read, in order to grab the attention of readers and position the brand in their minds.
  • Social Media Marketing: Companies have started resorting to Social Media Marketing to establish their footprint in the rapidly developing digital landscape of the country. It has now become important for companies to establish an effective two-way communication with the tech-savvy generation of today. Hence, PR firms opt for Social Media Marketing to market companies and their products on the thriving social media platforms. Social media platforms like Facebook and Twitter are used by PR firms to be in touch with the target audience and to enhance the visibility of the brands.
  • Employee Relations: Employees are the goodwill representatives of any organisation. Therefore, it’s essential to maintain good terms with employees and keep them informed about all the products and services of the company.

Also Read: Public Relations in Marketing

The aforementioned types of Public Relations tools among others are used by PR companies to deliver impeccable Public Relations services to their clients like positioning and repositioning brands in the market, increasing their media visibility and ensuring multi-dimensional communication. Apart from this, they help in providing strategic counselling to companies for formulating strategies that are in sync with the organisation’s vision and mission. Also, Public Relations companies deliver interesting and engaging content to attain top-of-the-mind brand recall for their clients and establish consistent communication channels with the stakeholders.

In a nutshell, PR agencies serve as the mediator between companies and their target audience.  Fostering the relationship between enterprises and their stakeholders, PR firms shield companies from negativities and help them earn positive media visibility to build a resilient reputation in the market.

Role of Public Relations in Reputation Management

Role of public relations in reputation managementA good reputation is one of the most crucial assets for any organisation. It is also an important determinant of the company’s success and sustainability in the market. Goodwill is not built in a day; instead it takes years and years for companies to establish an unrivalled reputation for themselves in the business landscape. Due to the cut-throat competition prevailing in the Indian market, companies face the threat of diminishing their reputation overnight. In such a scenario, Public Relations (PR) and Reputation Management come to the fore.

This blog post gives a brief about the role of Public Relations in Reputation Management and also elaborates on the importance of strong and sturdy goodwill.

If the persistent problem of establishing a healthy reputation is not dealt with on time, it might result in companies losing their credibility and worth in the market. Hence, firms are now employing ‘Public Relations’ to build retain and manage their reputation in the intensively-competitive climate. Let’s take a bird’s eye view on Public Relations, Reputation Management and how effective PR can transform the image of organisations.

Public Relations

The term Public Relations (PR) is a broader concept that refers to the practice of managing the flow of a company’s vital information to the public. It is the way through which organisations effectively communicate with their target audience and the media.

Also read: What is Public Relations?

  • PR maximises the exposure of companies in the market by giving them valuable media coverage and by establishing seamless connection with their patrons.
  • PR works with the objective of informing internal as well as external stakeholders of the organisation about any new launches, partnerships, expansions or any other pivotal announcements related to the company.

The main aim of Public Relations is to establish a sturdy and unparalleled image of the organisation in the eyes of the public.

Reputation Management

It refers to the control and monitoring of a company’s goodwill in the market. It is a part of ‘Public Relations’ itself and encompasses the entire ambit of managing the reputation of the company. It keeps track of any negative news about the firm hovering around in the market. By giving due focus to customer feedback, it helps companies fix umpteen problems related to their reputation.

Also read: What is Reputation Management?

Due to the advent of internet and scores of people turning tech-savvy, another concept of Online Reputation Management (ORM) has come to the picture which concentrates on establishing an impactful brand image for companies on the online platform.

Role of PR in Business Reputation Management

PR being a vast domain includes the concept of Reputation Management as well. Earlier, Reputation Management was a PR term but due to penetration of the internet, it got a separate status. Public Relations plays a remarkable role in managing the corporate reputation of the company. Hence, the role of PR in Business Reputation Management cannot be overlooked.

Public Relations involves organising effective communication campaigns, maintaining good relations with the media and promoting the company through the written word on blogs, newspapers or magazines. By mitigating strategic risks, it assists companies in improving their tarnished image.

Today, corporate reputation has become a key source of gauging the company’s success and sustainability. Ground-breaking image of companies has the power to impress not just the public but also the media and stakeholders associated with the company. PR and Reputation management are the talismans that metamorphose the reputation of organisations and create an aura of loyalty and honesty. An esteemed image has the ability to combat daunting challenges which companies face from time to time.

Services

Public Relations provides scores of services to organisations. It aids firms in attaining an edge over their competitors by tracking and controlling the negative-earned media and employing positive media to renew and rebuild their reputation. The perception of public about the company is of utmost importance when it comes to making purchases, participating in events or publicising about the company. In such a case, it’s essential for organisations to focus significantly on maintaining the already built reputation or revamping the goodwill, taking it to an altogether different level.

  • PR ensures top-of-the-mind brand recall, positions and repositions the brand and increases media visibility.

Giving mileage to the company’s publicity needs, PR through Reputation Management propagates an excellent image of the organisation.

By providing unmatched customer service, effective spread of information and long-lasting media relations, it cultivates and sustains the resilient image of the organisation. The trinity of diligent insights, strategic rigour and unprecedented precision of PR companies help in developing impeccable reputation for companies in the market.

Public Relations Campaign

Public relations (PR) campaignIn today’s ever changing business market it is important to understand the difference between marketing and public relations. Marketing is associated directly with sales and public relations  (PR) is about creating a brand’s reputation, and maintaining their integrity by generating positive media.

PR is an integral part of running a successful business today and it is important that companies hire the right agency to launch a successful public relations campaign. Today more than ever, the success or failure of a business can be dependent on public perception.

Objective of the Public Relations Campaign

It is important to identify the objective of the public relations (PR) campaign. The creation of a campaign can be broken into three steps as mentioned below:

  1. Identify the objective of the campaign
  2. Find the message that will best convey the objective
  3. Communicate that message to the correct target audience

Identify the Objective

Without a clear, concise objective it is easy for the campaign to fail at sending out the right message. It is important for the firm practicing PR to research and understand what exactly their customer does, and what image is best for them when they are trying to create an objective that will convey their image to customers and shareholders.

Create the Perfect Message

The message does not have to be complex. In fact, a simple straightforward message is often one that is more successful. It is easier for people to remember, which helps the message stick in public perception.

Communication of the Message

Communication methods have evolved over the course of public relations. While the press release was once the standard way to convey information, it disappears quite quickly from the media unless it is repeated. Public relations firms are now using a combination of press releases and online PR owing to the fact that a very high percentage of people are utilizing smart phones and mobile devices today.

More and more PR firms are employing digital PR when launching a public relations (PR) campaign. The best methods for using digital PR are through social media, search engine optimization, and blogs. These allow the message to be conveyed to a large audience of people without spending large amounts of money. The fact that Search is the most utilized function on the internet ensures that information is available almost indefinitely.

Once these goals have been reached, it is important that the message be maintained. A successful PR campaign will provide a company with many benefits. It will strengthen the company’s image and public perception and create more credibility than traditional forms of advertisement; create a demand for the company’s products or services; make the public aware that the company is innovative and an active force in today’s business market. It also creates an advantage over the companies’ contributors that do not use PR effectively.

It is important to hire the right public relations company to ensure that your brand is created and maintained in a positive manner. They will be on top of things like changing markets, change of environment, different customer needs, and the values of the shareholders. They will also ensure that successful public relations campaign plans are ideated and shared with you.  This is a long term relationship that only increases its value over time.

What is Digital PR?

Digital public relations (PR)Public Relations (PR) is an ever evolving industry that deals with promoting the ideas, activities, and interests of a company. It creates and maintains a positive public image to increase public awareness.

The evolution of the internet has had a huge effect on public relations and has led to the creation of Digital PR. So what is Digital PR and how can it be used effectively in today’s constantly changing market?

When PR was first implemented, firms focused on gaining publicity and building image by using different types of media to promote their clients. There were drawbacks to this as Public Relations firms were more dependent on the media and it was hard to reach a broad customer base and keep the information available for long periods of time. Digital Public Relations (PR) has had a direct result on the way PR agencies conduct business for their customers.

Digital Public Relations

The rise of the internet has made this a much more dynamic field that allows business entities to get their information to a much broader range of people and to keep the information available for longer periods of time.

No longer are firms reliant on a press release in newspapers or magazines that are replaced by the next issue.  Search Engines like Google have allowed the information to be found easily and quickly with just a few words typed by anyone looking for information on a particular company or subject. There are several things that are key tools to successful digital PR such as social media, search engine optimisation, and blogs.

Social Media

Social Media sites like Facebook and Twitter allow information to be sent out quickly to a wide range of people. An understanding of social media promotion is vital to the success of digital PR.

The introduction of mobile devices and smartphones mean that people have information at their fingertips all of the time. It is easy for PR firm to create relationships with fans, optimise social media content, create positive media and control any negative brand attention by utilizing social media.

Search Engine Optimisation

An understanding of Search Engine Optimisation (SEO) and keywords optimizing news content is essential for digital PR professionals as search is the most utilized method for finding information online. It is easy for news content like video, images, and press releases to be optimized by ensuring that keywords and popular phrases are attached to them.

Improving search visibility not only helps marketing efforts, but it also creates an online reputation and can attract journalists, analysts and bloggers researching your industry.

Blogs

When done correctly, a company blog is a very effective PR tool. A company blog is a great opportunity to create and publish content that attracts an audience that can then be sent to the site. By using online promotion tactics in the blog, it can be easily found by people looking for information and shared throughout the blogging community as well as people like journalists researching information.

Hiring a firm for Public Relations services is an important part when looking for someone to represent your company or interests but it is also important to make sure that they are savvy to employ these tools when launching a successful public relations campaign.

What is Public Relations?

what is pr and role of public relationsThe term ‘Public Relations’, clearly states that it is a practice which ensures that the company’s reputation is shielded from negative media and a positive image is showcased to its target audience. Companies have still not embraced ‘Public Relations’ with full conviction. They often misunderstand the concept and come up with different definitions of Public Relations. This blog post provides a bird’s-eye view on ‘What is Public Relations’.

The cut-throat competition today has triggered firms to leave no stone unturned when it comes to maintaining brand image and developing an unmatched reputation.

In order to sustain themselves in the fiercely competitive market, it is essential for companies to adopt Public Relations (PR) for fulfilling all their publicity and branding needs. PR informs the target audience about the happenings of the company and spreads a good vibe for it in the market.

Let’s look at the critical aspects that help us examine ‘What is Public Relations’.

Role of Public Relations

The PR services that fall under the gamut of Public Relations are building rapport with the media, communicating at press conferences and seminars, creating appropriate content to position the brand, undertaking Corporate Social Responsibility (CSR) activities, organising shows and events, launching innovative PR campaigns in order to attract the customers and retaining them.

Public Relations makes the public aware of the positive image of an organisation by ensuring that the message reaches the audience on time. It also ensures that the audience accepts the message and gives feedback in accordance with it. PR agencies are adept at bringing the salient features of the company in to light.

The role of Public Relations is multi-faceted as it provides companies with scores of branding solutions in order to highlight its strengths and play down its weaknesses.

What is PR and what it can do?

  • Public Relations Company aids organisations in maintaining their goodwill by providing them with considerable media coverage from time to time on print, digital as well as electronic mediums.
  • PR agencies draw the consumers’ attention towards the products and services offered by the company, events of latest launches and any such valuable information.
  • They provide strategic counselling to enhance the company’s growth by devising effective communication strategies that are in sync with the organisation’s goals. They escalate the media visibility of companies by positioning and repositioning the brand name in the market. Also, they retain healthy professional relations with the media and ensure multi-dimensional communication in order to disseminate key messages to the widely-dispersed target audience.
  • They strive to deliver compelling and engaging content that is in tune with the latest trends in order to build a connection between the company and its consumers. Besides this, they make it a point to elevate the media coverage of companies and communicate effectively with the public.

Public Relations firms function in conjunction with the companies’ requirements and develop unrivalled reputation of the company. The in-depth insights, unparalleled expertise and the strategic rigour of PR firms help organisations flourish in the competitive market. They make use of online social media platforms like Facebook and twitter to ensure top-of-the-mind brand recall and increase the visibility of the brand. Besides this, the firms are also taking up blogging to communicate with the target audience. Social media presence and healthy engagement with its target audience has helped PR firms build a robust reputation for a company as well as establish credibility for its services.

Also Read: What does a pr firm do?

Besides this, PR firms invigorate the relationship between a company and its stakeholders, employees, target audience etc. For effective communication, they utilise tools like statements for media, public events, conferences, news releases and conventions to strengthen the brand’s presence in the market.  They thus serve as intermediaries between companies and the public.

In a nutshell: What is PR?
Public Relations is a full-fledged field that embodies various activities directed towards cultivating and retaining positive image of the organisation in the eyes of its patrons and formulating ground-breaking strategies for escalating its brand visibility. It is of prime importance as it safeguards the company from negativities and also fortifies it against any kind of crisis.