Most organisations need it. Not all of them utilise it. So, what PR means.
PR primarily centres on reputation. It is the job of the PR professionals to uphold and enhance the reputation of the client in anything they do, as they essentially depend on it. Ultimately, the greater the trust and respect for your business, the greater the income it is likely to generate.
While return on PR investment is difficult to accurately define, the increased exposure can bring your audience into your wider marketing environment, such as via your website or social media channels (see the Niftyverse!).
The development of the media industry in the digital age has meant that you can find publications covering the most niche of topics. This is ideal for those of us in the PR world, as it enables us to distribute content to places which have the exact audience you would be wanting to target. So, as well as (and not necessarily instead of) reaching out to national publications which will have a more diverse demographic, you can target these industry-specific outlets which distribute to your target audience.
A common way in which organisations often seek to enhance their reputation is through Corporate Social Responsibility. This is where a business wants to be seen to be giving something back to the community. For example, a growing number of businesses are tapping into for CSR around the climate change angle, as it is a high on the contemporary news agenda and is not likely to go away in the foreseeable future. As a result, many businesses want to be seen to be taking a proactive approach towards tackling this issue and alleviating people’s growing concerns for the environment.
What PR means – Business-to-Consumer (B2C)
- B2C PR refers to businesses wanting to get their name in front of their potential customers through generating media coverage in print publications, broadcast outlets or websites.
- While there may be developments with your organisations, service or product that may be deemed newsworthy, the most impactful PR campaigns usually occur by running an event or series of events, or performing a stunt, that will generate news coverage, allowing the brand name to be associated with the story in the press. While there will most likely be an initial cost for the company to run this type of campaign, the aim is to generate a return on investment through customers being exposed to your brand as a result of the campaign.
What PR means – Business-to-Business (B2B)
- B2B PR is where a business wants to sell its products or services to other businesses as opposed to the general consumer. The primary objective is to build exposure for your business so it is perceived as one that is respected in your given industry. This will often involve pitching leaders within the organisation as thought leaders to the media to showcase the brand’s expertise
Reputation and Crisis Management
- The main aim with any work done for a client is to enhance their reputation. However, there may be some occasions out of your control where a client generates press for the wrong reasons, seeing their reputation taking a hit. This is where you step in as a PR professional to limit the damage as much as possible.