Public
Relations involves a variety of programs designed to maintain
or enhance a company's image and the products and services
it offers. Successful implementation of an effective public
relations strategy can be a critical component to a marketing
plan.
A
public relations (PR) strategy may play a key role in an organization's
promotional strategy. A planned approach to leveraging public
relations opportunities can be just as important as advertising
and sales promotions. Public relations is one of the most
effective methods to communicate and relate to the market.
It is powerful and, once things are in motion, it is the most
cost effective of all promotional activities. In some cases,
it is free.
The
success of well executed PR plans can be seen through several
organizations that have made it a central focus of their promotional
strategy. Paul Newman's Salad Dressing, The Body Shop, and
Ben & Jerry's Ice Cream have positioned their organizations
through effective PR strategies. Intel, Sprint and Microsoft
have leveraged public relations to introduce and promote new
products and services.
Similar
to the foundational goals of marketing, effective public relations
seeks to communicate information to:
- Launch
new products and services.
- Reposition
a product or service.
- Create
or increase interest in a product, service, or brand.
- Influence
specific target groups.
- Defend
products or services that have suffered from negative
press or perception.
- Enhance
the firm's overall image.
- The
result of an effective public relations strategy is to
generate additional revenue through greater awareness
and information for the products and services an organization
offers.
Goals
and Objectives
Good
strategy begins with identifying your goals and stating your
objectives. What are the goals and objectives behind your
public relations strategy and can they be measured and quantified?
Each
of these areas may reflect the goals your public relations
campaign may seek to accomplish.
Press
relations
Communicating news and information of interest about organizations
in the most positive light.
Product
and service promotion
Sponsoring various efforts to publicize specific products
or services.
Firm
communications
Promoting a better and more attractive understanding of the
organization with internal and external communications.
Lobbying
Communicating with key individuals to positively influence
legislation and regulation.
Internal
feedback
Advising decision makers within the organization regarding
the public's perception and advising actions to be taken to
change negative opinions.
