by Public relations are different from advertising. Public relations agencies don’t buy ads, they don’t write stories for reporters, and they don’t focus on attractive paid promotions. The main role of public relations is to promote the brand by using editorial content appearing on magazines, newspapers, news channels, websites, blogs, and TV programs.
Using earned or free media for promotion has its own benefits as information on these mediums aren’t bought. It has a third-party validation and hence isn’t viewed with skepticism by the public.
External Publics of Public Relations: External Publics of Public Relations includes Consumers/Customers, Community, Mass Media, Government, Financial Institutions, Action Groups and General Publics: External communication covers how a provider interacts with those outside their own organization.
Internal PR is just as important and can make a huge difference when it comes to your external efforts.
Media Relations: Establishing a good relationship with the media organizations and acting as their content source. The PR department collects information from the press or media sources while maintaining cordial relations with them. This data is used by the company to plan its marketing strategies.
Investor Relations: Handling investors events, releasing financial reports and regulatory filings, and handling investors, analysts and media queries and complaints. Investors are essential to the organization. Hence, the PR department keeps them informed, manages their events, releases financial reports and manages queries and complaints.
Government Relations: Representing the brand to the government with regard to the fulfilment of policies like corporate social responsibility, fair competition, consumer protection, employee protection, etc.
Community Relations: Handling the social aspect of the brand and establishing a positive reputation in the social niche like environment protection, education, etc.
Internal Relations: Counselling the employees of the organisation with regard to policies, course of action, organization’s responsibility and their responsibility. Cooperating with them during special product launches and events.
Customer Relations: Handling relationships with the target market and lead consumers. Conducting market research to know more about interests, attitudes, and priorities of the customers and crafting strategies to influence the same using earned media.
Marketing Communications: Supporting marketing efforts relating to product launch, special campaigns, brand awareness, image, and positioning.
