Making it in today’s marketplace is all about networking and your relationship with the public. No wonder there is a whole division of jobs in small and large businesses dedicated to Public Relations, or PR. One of the key parts of successful PR for small businesses and start-ups is understanding and utilizing your image. Start on the road to success in this PR-run media world with PR for small business. With average salaries over $50,000 and the best PR representatives making 6 figures, it is no wonder you have been attracted to PR in the first place. While many people believe PR is only good for social butterflies and very outgoing people, the truth of the mater is that PR representatives use strategies to gain publicity for their clients that do not always involve throwing themselves out into the spotlight.
Public Relations is often confused with advertising. PR seeks to inform,educate and cause a reaction in its audiences, which is similar to the function of advertising. Advertising, though, controls its messages through media and paid placements. PR seeks to build a relationship with the target audience and create a dialogue, where both sides listen attentively allowing the business to adapt to its customers and the customers to adapt to the marketplace.
What else does public relations do?
- Builds credibility with the public
- Builds and protects reputations both outside of the company and within
- Enhances knowledge/understanding of products and goals
- Supports a business strategy that is sound
- Helps create or reinforce a market niche
- Tracks and manages special issues in the market
- Extends reach, frequency and the message of an advertising campaign
- Helps create a supportive environment to make a sale, turn out a vote attend a public health-screening, recruit volunteers even maintain employee loyalty.
- Informs public opinion on relevant issues.
But public relations cannot do everything:
- Cover up bad news
- Manipulate public opinion
- “Control” the media or the message through paid placements
- Replace advertising or other marketing communications techniques
- Pump up a stock price
Public Relations agents work for many types of people and organizations and have a large impact on the general public. PR consultant rules to live by can be found in this course on branding, PR and social media. This is a must for those interested in the field of public relations and personal branding which has a lot to do with how you are received by potential clients. PR functions as a buffer between large businesses and their public, but has a lot of closer, more personal effects on start-up companies as their visibility tends to be smaller. To learn more about how PR works for small business you can check out a crash course on start-up attention and PR 101.
Creation and maintenance of a good public reputation is a complex and ongoing process. Without an effective PR, it is very difficult to reach the attention of the target audience and much less to influence their opinion and decisions. But when the relationship with the target group is finally established, it needs to be maintained in order to keep it on a high level. The process works similar to the interpersonal relationships. When two people lose contact, they pretty much disappear from each other lives no matter how close they used to be. And the same happens with the target audience if the established relationship is not maintained. The top 5 techniques used by companies to increase their PR include:
- Event Attendance – Any opportunity to give a speech and create visibility for the human side of the company is important to any campaign and can potentially reach millions of people through television, radio, and internet broadcasting.
- Press Releases – Information that is relayed through media reaches the audience quickly and from a trustworthy source. People trust press releases much more than paid advertising, therefore, this remains one of the oldest and most important forms of public relations.
- Newsletters – Sending out newsletters is a way to transmit lots of information all at once about the organization. Newsletters are a good way to layout plans for the year and explain positioning on popular topics to your target audience.
- Social Media Marketing – Public Relations firms use social media to create a personal connection with the public, often opening a dialogue through posts and status updates through the use of popular social media markets.
- Blogging – To reach the online audience, PR specialists use the digital forms of press releases and newsletters but they also use a variety of other tools such as blogging and recently, micro-blogging. It allows them to create and maintain a relationship with the target audience as well as establish a two-way communication. It also help tell the story of the business through installments in the blog.
Learning how to present yourself in the media through public relations courses is essentially the same as learning how to succeed at an interview. You, as a PR representative, are for all intensive purposes are on a constant interview where the public eye is your interviewer. It is a very difficult art, blending the business with the public without selling a reputation, but it can be made easier through the proper training, which you can receive from PR representatives with this course on introductory media training for PR agents in the making. Through this course you can learn all about your image and marketability as a public relations agent from the perspective of a company searching for PR reps.
Public relations courses are available for those willing to learn and can help your endeavor to learn all about the delicate art of businesses creating relationships with the public. Check out courses and get yourself in gear because the market for PR consultants is only growing and soon it will be an industry with a client base exceeding the amount of agents available. With the emergence of start-ups eclipsing today’s market, Public relations will only become more and more important in the years to come.