What is Public Relations?
What is PR and WHY is it Valuable for you and your organization
PR stands for Public Relations.
According to the Public Relations Society of America (PRSA) it is, “a strategic communications process that builds mutually beneficial relationships between organizations and their public.”
The keyword here is relationships – building solid relationships with the public YOU or your organization want to serve, educate or communicate with.
Here are a few of the components of PR (according to the PRSA):
- Brand Journalism/Content Creation
- Corporate Communications
- Crisis Communications
- Events/ event planning
- Executive Communications
- Internal Communications – employees, trustees, shareholders
- External communications – alumni, community and other constituents
- Marketing Communications
- Media Relations
- Reputation Management
- Social Media & Speechwriting
- Supporting the Fundraising Department
Public relations gives you the opportunity to share your organization’s stories and control the narrative. You can tell the public what you want them to hear from you. The latest hire, technology, a new book or article. Perhaps a case won in court or a new drug or medical procedure that will help millions of individuals.
Participating in panel discussions, conferences or other high visibility speaking engagements are all ways to increase awareness.
Another important tip is to have a digital presence. It’s important to be digitally visible. Your website needs to be up to date and it’s vital to be active and engaging consistently on social media. You don’t need to have an account on every platform. Only the ones where your ideal clients are.
Being visible in the media is another valuable way to increase notoriety for an organization. This is a much more cost-effective and more valuable tool than advertising.
This way you can be SEEN and HEARD everywhere it is strategically appropriate.
The first step for an organization is to get a very clear vision, mission, and purpose. You also need consistent messaging, wording and goals.
Answering: WHO, WHAT, WHERE WHEN, WHY & HOW will be helpful.
Don’t forget, PR establishes a relationship with your own “public.”
Education, building relationships and connections as well as increasing awareness and credibility are just the beginning of a public relations program.
Jennifer McGinley is founder of JLM Strategic Communications. She has been in PR for over 25 years. She helps CEO’s, leaders, experts, and organizations increase connections, visibility, and credibility through strategic public relations programs. Jennifer specializes in health care and education. You can reach her at Jennifer@JLMStrategicCommunications.com. You can also find her on LinkedIN: https://www.linkedin.com/in/jennifer-mcginley/ and Twitter: @jenlmcginley16