By Qasim Eisa
May 19th, 2013
What is public relations? and what is marketing public relations?
In previous posts we talked and discussed branding, publicity, advertising or commercial advertising as components of marketing communications or marcom, today we are going to talk about public relations and more specifically marketing public relations.
Public Relation (PR) is the art and science of building relationships between the organization and its key public. It is concerned with communications management.
Some examples of PR includes:
Corporations use marketing public relations MPR to convey the information about the product they manufacture and the service they provide for the potential customer to support their direct sales efforts. Typically they support sales in short and long terms, establishing and polishing the corporation’s branding for strong and ongoing market. Corporations use public relations as vehicle to reach legislators and other politicians to seek a favorable taxes, regulatory, and other treatments. They also use public relations to portray that they are an enlightened employer in support for the human resources recruiting program.
Includes, school, universities, hospitals, human and social service agencies use public relations in support to awareness programs, program fund-raising, and for recruiting and increasing of care of their services.
Politicians use public relations to support voting and money raising, and when successful at the polling, to promote and defend their services in office with an eye to the next election or at career’s end to their legacy.
After these three examples we will start to know what PR in general and how firms and people use it to achieve some objectives.
Now we will go forward to know more about PR tactics and methods.
Methods and Tactics in Public Relations:
Audience Targeting is a fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal on that audience. An (audience) can be general, nationwide, or worldwide audience and more often is segment of population.
Marketers refers in economy-driven “demographic” such as “white males 18-49″ but in public relations is more easy, being whoever someone wants to reach.
In addition to audience there is stakeholders, literally people who have stake in a given issue. Everyone audience is a stakeholder or (virtual stakeholder), but not all stakeholders are audiences.
For example a charity commissions, and PR agency wants to create a campaign to raise money to find cure for disease. The charity and people with diseases are stakeholder, audiences are the people who likely to donate money.
Press Conference consists of someone speaking to the media t a predetermined time and place. Press Conference usually takes place public or almost-public. Press conference provides an opportunity for speaker to control information and who gets it, and depend on the circumstances conference can hand-pick the journalist they invite to the conference instead of making themselves available for any journalist wishes to attend.
It is also assumed that the person who hold a conferences will answer the question the journalist ask, although they are not obliged to. When the person hold more than one conferences specially on scandal, the more conferences the persons hold the more aggressive the questions may become.
Therefore it is in speaker’s interests to answer the journalists question at a press conference to avoid appearing that hiding something.
For even more control but less interactivity the person may choose to issue a press release.
3-Press Releases ‘Optimized’ for internet:
The advert of the internet has resulted with new kind of press release known as optimized press release. Unlike the traditional and old days press release, written for journalists’ eyes only seeks for the editor or reporter to consider it as a compelling release to be in print or online news. The optimized press release posted on the online news portal. Here the writer carefully select keywords or keyword phrases relevant to the press release content. If written skillfully can be highly ranked in the search like Google news, yahoo news or Msn news.
Lobby Group are establish to influence government policy, corporate policy or public opinion. The purpose of lobby groups is to represent a particular interests. If the lobby group hides the true purpose and the support basis, it is known as front group.
Creating an artificial grassroots movement is known as Astro-turfing.A typical exampke will be the writing of letters to multiple newspaper editors and for website under different names to express an opinion on issue, to create the impression of wild spread public feeling but being controlled by one central entity.
Public relations is used to present information in a favorable manner, when presentation uses deceptive or highly manipulative is refereed as spin.
-Publicity event or publicity stunt.
-Talk show circuit. The PR practitioner does the circuit interview on tv talk show or radio with audience the client wishes to reach.
-Books and other writings.
-Direct communication (carrying messages directly) to the voters rather than using the mass media, such as newspaper, social media networks, sms and emails.
-Direct literature tradtionally in print and now through websites.
-Speeches to the voters groups, professional organizations receptions; seminars, other events, and personal appearance.
Slang word for Publicist or PR practitioner is “Flack.”
We hope after reading this post, you get a clear idea what is PR and how marketers use it to get to their audience.
If you have any comment to add please share it with us.