Public relations is an extremely misunderstood business function, and yet it also contains the key to ongoing business success. So just what is PR? Let’s take a brief look at specific examples to describe how it can benefit your business.
Defining Public Relations
There are numerous ways to define PR, but to cut straight to the chase, I think it can be summarized in one word by looking at the first word in the term. It’s all about relationships! Many think PR is simply how to handle a crisis or get free publicity. But these are only part of the overall philosophy of public relations. The point of PR is to create and nurture relationships with your intended publics (or markets) to generate trust, positive sentiment, and business.
Specific Ways to Benefit from PR
Since many business owners and decision makers are wondering, what is PR, let’s break it down into some very specific and practical examples that any brand can and should be able to relate with.
Influencer Marketing
One of the best ways to build credibility (and open new relationships) is to partner with influencers within your space. This means you will need to reach out to these influencers, develop a relationship with them, perhaps guest blog with them, and maybe even have them spotlight your solutions or feature your content. This opens your business up to their network and audience. This is PR!
Storytelling
If PR can be first summarized in the single word, relationships, then it can be expounded on with just one more word: storytelling. In the early days of public relations, practitioners realized that advertisements were short-lived and that the secret to winning over a public was through sharing with them the brand’s story. Everyone likes a good story! At every point of contact, seek out subtle ways to reinforce your values, goals, and history. This humanizes the brand and makes ongoing business possible. This is PR!
Social Media
Social media is technically a tool that both influencer marketing and storytelling can use. But it deserves its own paragraph, because social media has forever changed the art of public relations. It is now far easier for anyone to be a PR practitioner in the sense that they can listen in on the conversations of their public, interact with their public, respond to concerns from their public, and inform their public. And this, too, is most definitely PR!
It’s that simple. Don’t just advertise and market to your audience. Invest in relationships with them. When you take the time to show your publics your business cares about their needs, they will take the time to get to know you better and do business with you.
How many of these PR functions are you already doing without realizing they were PR? Share in the comments!
