Public relations, or PR, is a term that is becoming more widely used and understood as businesses seek out different, cost effective ways to boost profits. After all, with today’s crowded market dominated by big companies and even bigger marketing/advertising budgets, it’s essential that the smaller fish pull out all the stops. Of course, success relies on a working formula which is invariably the right ingredients coupled with strong marketing tools. And this is where PR can play a vital role.
So what exactly is PR? To sum it up, it is a variety of marketing tactics that strengthen your credibility, enhance your image and influence public opinion, with the primary component being ongoing media exposure that is seen as news, not advertising. In short, PR produces outstanding credibility and recognition, catapulting you to the top of the press release pile and directly into the hands of the movers and shakers.
An essential part of the marketing mix, PR can undoubtedly transform a brand and grow a business. What people fail to realise is that rather than a luxurious asset enjoyed only by the major players, PR is a potent business tool that, if budgeted effectively, is accessible to all. While advertising and marketing offer effective methods to engage the market, PR offers something even more powerful.
Imagine, for example, seeing an article in a national newspaper that speaks favourably about a new skincare product. This means that not only has the product passed the ‘tried and tested’, it is also being directly endorsed by a credible and impartial party (the journalist) to, quite literally, millions of people. Whether it be featured in newspapers, glossy magazines, on TV or radio, the results can be staggering.
The crucial key to achieving exposure lies with the relationships a PR company has with the media. Creativity is also vital, where new approaches and ideas, innovative press releases and unique promotions and events must continue to come out of the melting pot in order to wow the editors and make it past ‘go’.
A successful campaign relies on a specifically tailored strategy based on the needs of and objectives set by the client. For instance, a skincare client may want to launch a new range or product whilst engaging the consumer to maintain and build salon business and loyalty. A spa client may simply want to increase footfall. And a plastic surgeon may want to enhance his or her public profile. It is certainly not a case of one formula fits all.
The most important thing to be aware of when hiring a PR company is that, like advertising, there is never a guarantee. As the cliché goes, ‘You can draw a horse to water but you can’t make him drink it’. It’s also important to note that PR is ultimately a long-term project, particularly for a new company, where momentum takes time to build. It’s about establishing your reputation in the public sphere and gaining credibility with the media.
Once you begin to see your company name splashed across the glossies, made it into a newspaper headline or experienced a prime time TV appearance, then you can rest assured that PR is definitely working for you.
