Public Relations is the process of controlling and disseminating information about an organization or a person, as it may affect the public's perception of the organization. In other words, it involves internal controls over publicity. Public relations is the art of making people and companies like you and me feel good about our products or services. Here are some tips for doing public relations:
Building a positive public image
Building a positive public image is difficult. Building a good reputation has been a long-standing problem for humans. In fact, the idea of a good reputation dates back many centuries. Even King Louis IX of France, one of the worst persecutors of Jews, was able to establish a positive reputation by forbidding nepotism, duels, gambling, prostitution, and blasphemy.
Influencing public perceptions of a company or individual
In the past, public relations meant using organized techniques to manipulate the public's perception of a company or individual. But this practice has evolved. Today, most corporations and other organizations use this approach to improve their image and attract customers. Its roots can be traced back to the early nineteenth century when a company called Uber was widely criticized for systematic sexism and racism. In response, rival Lyft capitalized on the controversy by promoting itself as a more ethical alternative to Uber, which ultimately affected its sales.
A public relations agency works with mass media to influence the public's perception of a company or individual. These outlets may include newspapers, TV channels, magazines, blogs, and websites. They often use editorial content to promote a brand or product. This type of content has third-party validation, allowing public relations to influence people through free media. Although this method has a reputation for being less effective than traditional paid promotions, it remains the best way to influence the public's perceptions of a company or individual.
Managing relationships with key decision makers
Managing relationships with key decision makers in public relation can be an essential part of any PR professional's job description. These individuals are crucial for the successful implementation of public relations strategies. As the relationship between public relations and the decision makers in an organization is often difficult to manage, they play an important role in problem-solving and communication. To make their jobs easier, public relations professionals can use communication technicians. The following are some of the roles played by these individuals.
Strategic public relations programs deliver the greatest value to an organization. Effective organizations have a shared set of strategies that are connected to their overall vision and underlying set of values. For example, a computer company might have a vision to be a low-cost provider of computing power to the developing world. Senior management then develops a common set of strategies based on that vision and values. The result is synergy and sustained, profitable growth.
Managing negative media coverage
Managing negative media coverage is a necessary skill in public relations. Avoiding media attention is one way to avoid exposure. It also allows your competitors to dominate the spotlight. The best way to manage negative media coverage is to prepare ahead of time. Here are some tactics for minimizing exposure:
Small mentions of a company can be misconstrued as negative news. One angry customer can make a big difference, but a TV station can do a "hammer job" on a business by interviewing twelve unhappy customers. The extent of negative press will dictate the next step to take. When dealing with negative media coverage, always maintain a calm attitude. But be prepared to respond quickly to negative press.
One way to counter negative media coverage is by creating positive messaging to educate your audience. A new blog or social media account can help you achieve this goal. In the meantime, you should create and share useful content, and write for your audience. If your business has a YouTube channel, make sure to embed the videos to avoid misinformation. And don't forget to use videos and social media. Your company's positive brand image will be reflected in the way you handle negative media coverage.
Managing editorial content
When planning your PR strategy, you must manage editorial content. There are two types of content: evergreen and repurposed. Evergreen content is useful at any time, and repurposed content can be repackaged to fit a different story angle. Breaking news cannot be planned in advance, but it can land you prominent placements. Repurposed content can refresh older content and build credibility with reporters.