In general, there are many misconceptions about PR. Many people assume that the main role of PR is to manage bad press and twist things to make clients look good to save their clients’ reputations. Even if it’s a hoax. Because of this stigma, if you tell someone that you work in PR many people will think you are lying to make money.
Meanwhile, managing press releases is a part of PR. No well-known PR agency would lie to the public. When people talk about PR, most people think of media relations. It’s part of the job. But there are many other parts of what a PR company does.
PR companies help their clients build and protect their reputations. They understand the communications industry and can help steer clients through public attention. Their role is to generate innovative ideas to keep their clients’ attention.
Role of PR Company
1.Target Market Research and Personas
Researching the target market and buyer personas is a very important part of public relations. When accepting a new client, considering the target audience is the priority and determining the rest of the PR strategy. If you don’t take the time to research your target market, then you may be working in the dark.
Once the target market is identified, then the PR firm will sketch out what they believe to be the persona of their target customer. This includes gender, age, income, interests, goals, dreams, and much more. By narrowing down the personas they are trying to reach, PR can better understand which publications will serve this audience and refine their strategy of reaching these personas through targeted media outreach.
2. Creating a Targeted Press List
Creating a targeted press list doesn’t start until you know what kind of editors and writers you want to reach for your brand’s marketing strategy. This is where research comes into play again. Depending on the product, service or vision you offer, a PR professional will identify the trade publication. Once the right medium has been identified, they will look for editors and writers who have written recipe summaries before.
This aspect of PR marketing is essential if you want to get results for your clients. If you don’t take the time to create a press list, then you’ll end up wasting time and likely not getting any response.
3. Making Attractive Offers
Promoting is the more creative side of PR agencies and involves the goal of convincing and attracting journalists to cover your story or idea. These promotions are usually made based on seasonal trends, political trends, industry trends, new products and services, and announcements. It’s up to PR companies to come up with unique and persuasive story angles that engage their clients so they can convince journalists of their vision. This depends on what you are trying to sell. This can be very easy or very difficult.
Currently, offers are usually emailed to a targeted press list and then followed up by email or phone. This PR aspect also involves media relations which refers to communication with journalists and the media. The ultimate goal of this outreach is to create positive press and subsequently positive feelings about your client.
When conducting outreach, the PR company is responsible for coordinating interviews, sourcing quotes, submitting products, and answering any questions the media may have. Securing and maintaining a positive relationship with the media is an important part of working in the PR industry and can lead to success. When strong connections are built, PR companies not only maximize their opportunities to cover but also build a positive reputation with the media community.
Public Relation Tasks
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5. Writing PR Proposals and Presenting Strategy
The PR company will seek insights from short reports and use its data sources to help inform its strategy. A proposal will be developed to outline the PR campaign, detailing any major PR activations, press offices, digital or social media services and influencer activity.
This proposal will be presented to the client through a field presentation. The pitch may be competitive but the PR agency must present the strategy clearly and engagingly to win the job. If successful, the PR company will develop a scope of work document to outline what will be delivered as part of the contract. Contracts are written and signed so that there is a clear legal basis on which the PR agency is defended by the client.
6. Developing a PR Plan
The PR proposal is very top-line and so is the scope of the work. This means there are many more details to plan: there are audiences and stakeholders to map, a list of media journalists to refine, and costs to pay (eg if a brand wants media training or working with influencers).
This plan will include expanding the proposal and providing a critical path (timeline of activity). Once approved, the account manager will then look for ways to spread the work across the team and schedule weekly activities7. .
7. Media Training
PR companies arrange for spokespersons to be interviewed on topics related to their products to get press coverage. To help speakers be clear, concise, and get their message across, a PR company may provide media training for them. Media training can involve increasing the client’s confidence by speaking in public, teaching them about body language and tone of voice, and developing responses to difficult questions.