Need for Public Relations

Q:Why is public relations important for my company?

A: According to Public Relations News, "Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance."

While the public part implies inclusion of things like public affairs, community relations, investor relations, public press conferences, media events, internal communications and crisis communications, it also involves a lot of behind-the-scenes, non-public activity. It could involve simply the writing of a press release, but it could also involve coordinating media contacts for an event or conference, securing credentials, lobbying for article placement and the like.

Sometimes public relations is an effort to influence the public. This is especially true for political action groups, associations and other groups. Sometimes public relations is community relations. Just look around your own community to see how many companies and organizations have a community affairs initiative or a person in charge with a related title. In larger, publicly held firms, this person is sometimes the director of investor relations. Investors are a public entity, so in this case public relations is appropriate.

What the public wants to hear is a good story. Good PR is the telling of a good story. The better the story, the better the acceptance by the public and the better the public relations. Of course if the story is especially appealing to those that could be your clients, then you could have a PR homerun. In this case, it is communication with your target market that may or may not be very public.

PR's importance is changing, according to The Fall of Advertising and the Rise of PR (HarperBusiness). American marketing strategists Al and Laura Ries argue that public relations has become the most effective way to build a brand. Well-known brands like The Body Shop, PlayStation and Harry Potter spend little on brand-name advertising. The same is true for many entrepreneurial companies like yours. Business owners become known in their respective fields of concentration many times through public relations and the associated media generated.

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