Why is a public relations strategy important?
The main function of a public relations strategy is to persuade the public to promote, purchase, recognise or support a brand, product, or organisation.
Public Relations officers also strive to build and maintain strong relationships with the public as well as the media. However, public relations should not be confused with public affairs, as there are many differences.
For instance, public affairs is informing the public about new laws, policies, legislation, changes to the constitution and public administration.
The main goal of public affairs is to share, spread information and build a public consensus, however, public relations is about an organisation or individual’s relationship with the public.
Mainly, Public Relations is about generating positive publicity, managing the reputation of a client and keeping the public updated with the latest information relating to a person, product or organisation.
There are many tools used in public relations such as:
- Pitching and writing media releases
- Creating and managing social media strategies
- Events that allows the client to network and liaise with the public and journalists
- Writing content for blogs and websites
- Managing crises
- Conducting research on the client’s current public image.
To promote any business or brand, public relations is a useful tool – however, it’s important to note that public relations greatly differs from advertising.
For instance, public relations is earned – media organisations are not paid to run stories so the content appears more credible. Advertising is paid coverage which comes directly from the brand.
Adoni Media’s Communications Director, Clare Christensen said public relations is the best way to maximise your media spend, as the value of coverage can outweigh advertising.
“Media coverage that focuses on the positive aspects of a business is incredibly valuable because it tells the stories behind brands. Consumers feel a larger sense of trust towards brands which are doing everything they can to support the local community,” Clare said.
“Public relations uses its language to promote a brand or product, whereas advertising is more visual and has complete creative control. PR relies on its relationships with journalists and the media, and there is no guarantee that a story will be published. When it is though, the power is undeniable.”