Public Relations (PR) is one of the most important cornerstones of a lasting business. By helping build and maintain a good reputation, PR increases a company’s profitability and ensures its continued existence.
What is PR?
Good PR is what separates enduring companies from one-hit wonders. However, not too many businesses understand that their success depends on the effectiveness of their PR – the degree to which their public supports their policies and goals. Too many managers confuse PR with ‘publicity,’ which is just a PR tool.
In reality, PR is a much bigger ‘business function’ of managing communication between the company and its ‘public,’ which may include its customers, suppliers, partners, relevant community, and the government, to name a few.
This ‘communication management’ involves studying the attitudes of the company’s public, and then formulating policies and strategies that influence these attitudes. The end result is public acceptance, which then translates to better image for the company, bigger patronage, and better bottom lines.
Used effectively, PR can significantly reduce your company’s expenditures and help it further its goals more effectively than any other campaign.
- PR can lower advertising and marketing expenditures by creating longer-lasting ‘relationships’ with the public. By building, managing, and sustaining your company’s positive image, PR gives you ‘loyal’ customers that can sustain your company for years.
- PR can likewise help your company reach legislators in order to seek favorable regulatory and tax treatment, and others such actions constructive to your goal.
- PR can help your company recruit and maintain the best employees. Good PR makes your company look like a desirable employer, increasing your chances of attracting and retaining the best talents.
Internet PR
The popularity of the web results in a new type of PR called ‘Internet PR’ or ‘online PR.’ This powerful type of PR circumvents mainstream media to cater to the web, which many experts say is the new ‘gatekeeper’ of news.
Internet PR is not to be confused with search engine optimization (SEO). It combines SEO technology with interactive public relations tools and services to widen your company’s online reach. Implemented correctly, internet PR improves your website’s ranking, helps your relevant audience find your company, and consequently multiplies your customers.
One tool of Internet PR is web-optimized press releases, which when written skilfully rank high in searches on major news portals for relevant keyword phrases. Companies offering internet PR also host online press rooms, build and maintain photo galleries, distribute online newsletters, and publish content. Some likewise distribute online audio and video news releases, manage RSS news feeds, and use social networking sites to establish positive relationships between your company and your internet-using public.