PR Basics


PR

So, what exactly is it that we do at Durée & Company? One entity of our firm is Public Relations – a multi-faceted field that requires the expertise, talent and outgoing personalities of our seasoned team members. To break it all down for you, we have answered a few simple questions below to describe what is the exciting field of PR.

Public Relations

1. the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

2. the art, technique, or profession of promoting such goodwill.

What is PR?

Public Relations (PR) means image management of a company or individual. Most often, this includes communication with media outlets in order to manage the image that is represented to the public. PR can bring positive press to a company or individual, and can help mitigate blowback when negative press is announced.

What types of individuals work in PR?

The people who work in PR are extremely outgoing and enjoy communicating with a wide variety of people. Those in PR are well-versed in pop culture and know the current happenings and trends of the world. They’re dedicated to maintaining the image and representation of their clients to the public.

What type of business can benefit from PR?

All types of businesses can benefit from PR. Getting the name of your business in front of a large audience is essential for building a client base. Advertising is one way to do this, but it can be quite costly. PR can be done on a variety of budgets, and can significantly increase the number of potential customers reached. It’s possible for a small business to use localized PR efforts to gain representation by smaller media outlets, while larger companies may need the help of a PR agency. But no matter the company’s budget, PR can pay off greatly.

What are the main tools used in PR?

◦ News releases

◦ Public service announcements

◦ Guest editorials

◦ Media tours

◦ Special events

◦ Sponsorships/contributions

◦ Press meetings

◦ Speaking opportunities

◦ Bylined articles

What is the main advantage of PR?

PR involves promoting the client through third-party media outlets. PR is different from advertising, which is done by the company and is sometimes viewed as untrustworthy by consumers. PR uses third-party outlets to distribute information about the client, which increases trust by the consumer. It has been validated that people are more likely to believe a third-party endorsement of a product or service, rather than an advertisement placed by the company itself. This is the distinct advantage of using PR in addition to advertising.

How can you access a PR publicist?

There are multiple ways to approach obtaining PR representation. One way is to go the route of an agency. PR agencies are established entities that have expertise in client image management and standing media connections. Working with a PR agency is great if you have available funds, because agencies offer a wide variety of exposure opportunities. It is also possible for a company or individual to hire a PR expert or publicist to officially represent them in the media. Hiring a personal PR publicist is effective both for smaller businesses, and for those clients who prefer to have more control over their media representation. Working with an agency or an individual are both good options, depending on the needs of the client.

Everyone can benefit from PR – but it takes the right PR experts to make it all work. If you’re interested in starting or increasing your PR efforts, be sure to contact us!