An Introduction to ... Public Relations

public relations

Having active public relations management is important for any business. Public relations is the art of understanding and implementing strategies to change how the public sees your business. This includes both online and offline activities so that you can reach as many prospective customers and clients as possible.

What’s the general idea?

A good public relations campaign focuses on the relationship between your business and thegeneral public and making sure it is as positive as possible.

This can be done in many ways but some of the most effective methods include creating press releases for key news pieces and inviting key contacts to important launch events.

Along with relevant media coverage, a good public relations campaign also seeks to handle negative coverage in the best way.

Why is Public Relations important?

It is important to incorporate media relations into your marketing strategy because they can add a lot more credibility than simple advertisements and other traditional marketing campaigns. Having an industry leader compliment your business in an article can be a lot more effective in generating traffic than a paid-for advert in the local newspaper. This is where public relations comes into play.

By contacting relevant people and convincing them that your business is the best in its field, you can really go a long way to generating further sales and leads.

Without a public relations plan in place, a business’s public image can be very unpredictable and at times this can have unfortunate consequences.

What makes a successful Public Relations campaign?

It takes a lot of effort, skill and time to plan a great public relations strategy. But when done successfully, it can be very valuable to a business.

A good public relations campaign seeks to:

  • Influence positive media coverage in relevant industry magazines and websites;
  • Know and be in contact with the leading influencers in the industry;
  • Understand good timing when it comes to asking for favours and mentions;
  • Know how to handle negative situations and how to turn them into positive interactions.

What benefits can a good Public Relations campaign bring?

A great public relations campaign has many benefits, and most are long term:

  • It can drive traffic and generate leads when relevant mentions have been made;
  • It can help with brand credibility and trust;
  • It can increase your brand awareness, brand reputation and brand loyalty amongst your customers.

What next?

This guide continues below with an introduction of search engine marketing (SEO). And don't forget to sign up to our marketing newsletter on the right to keep updated!

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