Nowadays, people love to socialize whether that’s online or offline. Humans need humans for company, for sharing their feelings, their emotions or even just to feel better. We humans love to maintain a good relationship with our loved ones. Isn’t it? Similarly, businessmen in the corporate world too have to maintain a good relationship with not only other businessmen but also the public. And that is what the Public Relation comes in, which is basically the relation between any organization (profit, non-profit, government) and the public where there is delivery and mobilization of information in order to maintain a good image in the eyes of the public.
Key differences between Public Relations and Publicity:
Public Relation is usually mistaken for publicity. Although both of them constitute the word public. But there is a huge difference between public relation and publicity. Now how are they both different? Public relation is an internal activity and is controlled by the organization whereas an organization has no control over its publicity and is totally dependent upon the third party.
How to differentiate between Public Relations and Advertising:
Similarly, people often get confused between public relations and advertising. But let me clear it out to you that a Public Relation’s main motto is to gain an individual’s attention for free i.e. without any cost or expense and is thereby named as Earned Media but on the other hand we have advertising which can be categorized as a form of marketing management where the organization itself has to advertise or market them by convincing reporters or editors for publishing positive contents and reviews about the organization, their services and their products and hence is called the Paid Media. Pretty easy, right.
What roles do a Press Secretary overtakes:
Now talking about what we call that person who is a public relation specialist? It is called press secretaries and they can be considered a storyteller. Let’s unfold it as why they are called storytellers? So their main task is to narrate the activities of the organization and government officials to ensure a good public reputation. And also enhance, protect and build an organization’s reputation through media, social media and also word of mouth. Not only that, they also take care of any negative review and try their best to alleviate any kind of damage.
Let’s know about some of the basic roles a press secretary performs:
1. Formulation of PR plans strategies.
2.Managing and fulfilling media requests and requirements.
3. Building new contacts with the media and maintaining the old contacts.
4. Tracking, analyzing and taking care of media coverages for future campaigns.
5. Maintaining a cordial relationship with the media and public.
6. Enhancing and uplifting organization’s image and reputation through offline and online means.
7. Writing press releases, speeches and other PR necessary documents.
Importance of Public Relations:
1. It is free:
Unlike advertising, public relations is free and more trustworthy. By performing public relations, an organization gains trust and credibility of the public without even spending a penny. When people talk about you, your organization it is known as word of mouth which spreads like forest fire and is more effective and influencing than an advertisement.
For example, get your business mentioned by the press in a well-known news channel and see the wonders happening.
2. Long term game:
Investing in public relations may be free but it benefits for a very long term. Now if you’re wondering how it is a long term game then let’s rewind, as we know that public relation is free and acts as word of mouth spreading like a forest fire which is why they continue to mobilize for a very long period of time. Whereas an advertisement runs for a specific period of time whether it is online or offline. And that is how public relation not only benefits the organization but it is also a game of long term benefits.
3. Complements the marketing activities of an organization:
An intangible asset is something that one cannot touch or see but only its results can be felt. Similarly public relation is also a form of intangible asset as it provides goodwill to the organization it is serving. It complements the marketing activities of an organization in such a way that even advertising and marketing can’t do.
4. Changes people’s perspective regarding any particular business:
Suppose you go to a hotel and think about what to order and suddenly you remembered that your friend once visited the same hotel and she couldn’t stop thinking about the chicken salad she had there. And remembering that you ordered the chicken salad at that very moment. This is due to word of mouth effect which not only increased the sales of the hotel by profiting them but also changed people’s perspective regarding their hotel.
To conclude, maybe you’re a newbie and new to the business. You definitely won’t have millions and billions with you but you know what you don’t need to worry because Public Relations got your back. They’ll promote and elevate your business even if you start from scratch and one day you’ll reach heights.