Public Relations (PR) is the act of raising the positive public profile of your business. Unlike adverts where the brand buys space on a newspaper page or during the break of a TV show, and uses it to show their customer the product or service, PR is slightly more subtle.
PR helps to improve the reputation of your company. As shoppers, we all tend to value the opinions and reviews of previous customers, trusting their reliability above the product description. PR seeks out people who will talk about you in a positive way, and encourage others to buy into your brand. For example, a trusted tech journalist writing a glowing review about a new games console.
What does a PR do?
A PR agency or person doesn’t write the articles for the journalist, or create advertising slogans. Their job is to look at what you’re offering, and find a ‘hook’ which will capture the interest of people in a way which is relevant and trusted. For example if your business is selling a special shoe insert which improves posture, your PR might pitch a story about your product helping teenagers suffering from ‘text neck’, or to a beauty editor writing a piece about standing up straight to seem more confidence.
What skills does a PR have?
A good PR will be fairly good at problem solving and creative thinking. As well as knowing the right people to approach for coverage of your products, they will also be looking for ways for your company to be woven into stories so that you appear as the expert voice.
When should I use a PR?
A PR will work with you at any time. If you are releasing a new feature or service, it might be a particularly good time. Likewise, if your reputation has taken a bit of a knock for whatever reason, employing the services of a good PR can help you turn public perception around.