#6 PUBLIC RELATIONS – From my 8 part Series ‘Understanding Marketing: There’s a lot more to it than you think!’

PR is not Advertising. It is the implementation of the company’s strategy in terms of its ‘message’ and how it wishes to be perceived in the media and among the public generally.

This is done by managing what the world reads and hears of the …

#6 PUBLIC RELATIONS - From my 8 part Series 'Understanding Marketing: There's a lot more to it than you think!'

#6 PUBLIC RELATIONS – From my 8 part Series ‘Understanding Marketing: There’s a lot more to it than you think!’

PR is not Advertising. It is the implementation of the company’s strategy in terms of its ‘message’ and how it wishes to be perceived in the media and among the public generally.

This is done by managing what the world reads and hears of the company, making sure that the company is seen in the public domain in the best possible light, whether it be by way of initiative or damage control.

Companies use PR for, among other things, Press Releases (the proactive sharing of information about what the company has been up to in the market and generally, launches of new business opportunities, publicising new executive team hires, etc; as well for the more reactive strategic response where it relates to damage control, managing perception in the public domain). The larger corporate or professional services firm also use PR to connect with media outlets like weekend broadsheets or TV news channels where they can offer insight and commentary on current affairs; they also write current affairs articles and approach media outlets direct (broadsheets, dailies, industry magazines, online publications) in the hope they will be published either in whole or in part as a segment of a larger campaign.

Companies either have their own in-house PR person/team, or they can enlist the services of a PR consultant/agency on an ad hoc basis – either way, your PR people will (or should) have a solid list of connections in all the right places for your industry/sector; and in particularly hairy situations, they are your most trusted allies, they hold no judgment and always have your best interests at heart. They will do everything in their power to make sure you are presented in the best possible way for the most favourable outcome in the circumstances. A senior PR consultant would also be an invaluable asset for any executive board seeking strategic insight and alternative thinking.