PR 101: What is Public Relations?

With the rapid development of social media, the speed of information is flowing faster than the output of a traditional media organization.

Along with the rise of “self-media” – a term often heard in China that is used to describe a self-produced content platform – brands of all sizes and scale need to act promptly in preventing crises simply because of a spelling error or a “slip of the tongue”.

Otherwise, it will harm a company’s reputation in the long run. Public relations play a critical role in this regard in helping brands communicate with the mass media and build up a positive image through a variety of communications techniques.

PR is the gatekeeper of a brand and helps it build a solid and long-standing relationship with different stakeholders. (Photo: Unsplash)

What is a public relations job?

Public Relations, simply PR, isn’t just about building relationships, but is also about helping a brand explain their vision and mission and acting fast to deal with crises should they occur.

As its name suggests, a PR professional plays a pivotal role in building and maintaining healthy relationships with various stakeholders, including the media, consumers, and even non-target customer groups. That’s why people in the public relations industry often possess great savoir faire.

Besides, a PR specialist needs to understand the social sentiment and market trends well to help a brand stay ahead of the curve, keep it informed, and take prompt actions to manage crises if necessary.

All in all, a PR expert is a great communicator and a gatekeeper for brands.  And, the PR industry has divided itself into in-house PR and PR agency professionals.

What is a PR strategy?

To bridge between different parties, including the media and target customers, a PR professional is responsible for nearly all communications strategies which include:

1. Distribution Press Release and Event Management

Distribution of press releases is the most common technique for PR specialists since it can quickly reach the target customers through an earned media channel to promote a company’s products and services. Additionally, holding an event is another common PR strategy that has been adopted by PR agencies since it will proactively reach out to the crowd. Riding on market trends and the brand story, PR professionals can arrange an online or offline event which coincides with their clients’ products and services to create a successful promotional strategy. As PR specialists are mostly sensitive to market trends, they often arrange an event associated with hot topics, on top of the invitation of guests and celebrities and testing product distribution. All of which can translate into a positive talking point around town if handled wisely and create a word-of-mouth effect for brands in the long run.

2. Public Opinions Monitoring

Coupled with public opinion monitoring, a PR agency helps a brand better understand the feelings, experiences and thoughts of the general public on its products and services. Additionally, monitoring the public sentiment also helps a brand understand its competitors to revise, redirect or rearrange its communications strategies. Just like the old Chinese saying goes – if you know your enemy and yourself, you need not fear the result of a hundred battles. Most importantly, it helps PR respond quickly if negative news comes out.

News monitoring is essential for PRs as it can accurately reflect market trends, public opinion and movement of the brand’s competitors. (Photo: Unsplash)

3. Crisis Management

When facing unexpected challenges, such as smear campaigns and serious accidents which could possibly harm a brand, PR should act responsively and responsibly to help a brand counter “the visible bomb”. In a race against time, a PR professional needs to grasp the situation well before the customer to help them navigate a crisis or even contain them at the earliest possible moment through the distribution of a press release or the arrangement of press conference to minimize harm.

Q&A

1. What is public relations?

As the gatekeeper of a brand, a PR professional not only provides impartial advice for brand building to customers, it also helps the brand maintain healthy and long-term relationships with different stakeholders.

2. What is the job of a PR professional?

Through issuing press releases, organizing events, monitoring public opinion and managing crisis, a PR professional aims to create an effective two-way communication with stakeholders and tell a positive brand story.

3. What is the different between in-house PR and agency PR?

The responsibilities of the two branches of PR are basically the same, but their service targets are different. For in-house PRs, they cater only to their company, while agency PRs service more than one client at a time, normally across different industries, such as technology, finance, hospitality, beauty, and even government departments. Compared with in-house PR people, the work of agency PRs is more diversified and the skillsets more varied to deal with an ever-evolving world.

4. What are the characteristics of a good PR professional?

Normally, PR professionals are adaptable in the analysis of information, quick thinking and good communicators — aided by being sociable and curious. Most importantly, they are sensitive to current affairs and market trends in acting as the gatekeeper of a brand. Although it’s hard to list out all characteristics of a PR specialist, you can take reference to the personality of Debater (ENTP) in MBTI personality test – who is with extraverted, intuitive, thinking, and prospecting personality traits. If it sounds like you, please join the club.

To conclude, PR specializes in helping a brand build a good image and reputation. It also acts as a bridge in linking up the brand and the media, as well as with consumers. If you are interested in learning more, please contact us today. With 30-years’ experience in the PR field, Newell Public Relations can help provide tailor-made communication strategies that suit your needs. Talk to us!