What is public relations (PR)?

Public relations in short PR is a set of strategies that an organization applies to the audience to maintain positive media coverage and, or response to public discussion. In public relations “public” is an audience that can be divided into different target groups. For example people from a certain region, who are of a certain age, customers, or people with deep knowledge of the industry.

PR may occur in the form of a company press release, news conference, interviews with journalists, or social media posting. The position that is responsible for maintaining these strategic communications is called public relations specialist.

What is a public relations professional?

Through various channels and social media, the public relations specialist builds and maintains a positive brand image. They plan promotional campaigns, write press releases, and generally provide strategies and tactics for sharing organizational news and events. While doing this they also predict and analyze how the public perceives the company or brand.

Often in larger industries, public relations functions are divided into different areas. Since each of them deals with a specific aspect, there are different types of public relations.

The most common ones are listed below.

What are the types of PR?

• Media Relations – This type of public relations is responsible for building a good relationship between the brand or company and the public media organizations. The team of public relations specialists directly provides the media with news about the company or brand.
• Investor Relations (IR) – This type refers to building and managing relationships between the company and its investors. For example, the investors might be shareholders, government authorities, or the financial community.
• Internal Relations – This includes building relationships between the company and its employees. It is related to conversations about working conditions or the presence of issues in order to avoid future misunderstandings and disappointments.
• Community relations – In this form of public relations the focus is to build strong community partnerships in the areas in which a business operates.
• Customer relations – This type of public relations refers to the connection between the company and its customers. This involves the keeping of positive relationships and managing market research.

Conclusion

The impact that public relations has on any business determines how the public perceives companies and brands in the area. I.E. gives an idea of the way the audience perceives the relevant brand.

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What is a press release?

A press release is a piece of information or news a company sends to the public and the press to inform them of substantial information. For example, this could be specific information about a product launch, new business update, special event, or a similar occurrence. Press releases are usually written by the company’s public relations department, not reporters or journalists. This way the focus is on maintaining a positive corporate image that will appear organic.

The use of press releases serves important purposes for the business.

Why press release is important?

Besides sending information to the audience, there are other reasons why a press release can be beneficial to businesses and organizations.

• Free publishing – The most common channels that deliver a free press release are the online platforms. These platforms allow companies to create and publish direct news on social media. Some businesses implement marketing strategies by combining free publishing on social media with paid advertising to increase their growth.
• Sharing newsworthy information – It’s important to understand that by themselves, press releases do not replace a marketing strategy. Instead, they are a way to share newsworthy information on social media.
• Creating relationships – Press releases help brands connect with journalists, bloggers, or social media influencers. This way through the broadcasting channels or newspapers, businesses send their piece of information to the audience. This way companies build their relationships with various influencers.
• Reaching new audiences – Through online media, press releases help to connect with new customers making it possible to expand into new markets.

Despite their benefits, press releases have also some disadvantages.

Conclusion

The final goal of press releases is to increase brand awareness and generate media coverage. But to achieve this goal, companies must be careful when using press releases. Because often press releases seem dishonest or superficial by emphasizing the positive while eliminating the negative.

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