Let’s expand our simple definition in order to get a better understanding of the functional aspect of public relations. We once again ask the question: What is public relations?
Over the years, as I’ve taught PR workshops, I developed my own definition of public relations. It’s not as technical as some, but concentrates on the pragmatic aspect of the work.
Public Relations is using ongoing, directive communication to share your message, build and maintain your image/brand and motivate desired behavior in order to encourage and enhance healthy, mutually beneficial relationships.Using my definition, allow me to break it down into some tangible components to help us better understand the practice (or practicals) of Public Relations.
The process of PR is proactive. PR is doing, not just wishing, hoping and thinking. PR is active and it’s about the now. Public Relations teaches us that the time to build good relations is before you need them. (e.g., Quality customer service is less important once a disgruntled employees has offended your best client. The optimal time to initiate a crisis plan is before you have a crisis. It defeats the goal if you decide to practice good employee relations after you lose a great team member who feels unappreciated.)
The medium of PR is communication. The heart of public relations involves getting your message out to those with whom you want to relate, those people who are essential to your success. What is it that you want others to know about you, your company/organization and your products or services? PR involves crafting the key points you want people to know. There are many methods for this (e.g., fact sheets, talking points, backgrounders, news releases, etc.), but the message is crucial. It should be clear, concise and accurate (PR is about truth!).
In my PR seminars, I tell business leaders that they (and ideally, every person in their organization) should be able to summarize in about 20 seconds the primary message about the organization—who you are, what you do and what makes you special. (We then do a quick workshop and they write out their “elevator speech”) PR is about telling your story.
The desire of PR is action. One of the reasons you want to be proactive and directive in communicating is to bring about change to those who receive the message. The change could be in attitude/perception (e.g., their opinion of you, your company or your products) or action/behavior (e.g., their choice to use you, your company and your products for their purchases). Hearing the message is important, but if nothing else takes place, it didn’t meet this definition of PR.
The heart of PR is reputation. PR is proactive in building a good name and diligent about maintaining it. You can have the best products/services in your industry, but if people don’t trust or don’t like your company, you have a reputation problem. PR can be the solution. This brings the parts together; your ongoing, directive communication is designed to reinforce your reputation with those people to whom you relate.
The result of PR is mutual benefit. In advertising, the anticipated result is an increase in sales, which is a definite positive result. In marketing, the focus is usually targeted to a specific product, service or event for the organization. However, in public relations, the goal is mutual benefit. How do both parties “profit” from this interaction? (Note: the “profit” aspect may not be financial or monetary, but there should be some gain for each party)
Public relations is definitely worth the effort it takes to put into practice. Is it part of the priority and practice in your organization?
In future posts, I plan to cover topics such as:
* Becoming a good citizen of your community
* Techniques of Good Writing
* Working with your local Media
* Employee Engagement
* Elements of Effective Communication
* When You Should Hire a PR/Communications professional
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