June, 2019

With a number of teams competing to win the cup,
who will be worthy enough?


The Enigma of PR

Very few people can explain what people in public relations really do. If you’re a government official, an office worker or a sales executive, you can describe your job function. But a PR person has to explain that they are not an ad agency and they don’t order journalists to write stories for their clients, neither do they produce advertisements, write slogans, produce jingles or make TV commercials. Their job is to promote clients and, unlike advertisers, persuade external or internal audiences via unpaid methods. PR companies work with both traditional media and social media.

Public Relations (PR) is the practice of deliberately managing the spread of information concerning an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public. The function of public relations is undertaken by an organization by gaining exposure to relevant audiences using topics of public interest and news items that do not require payment. This differentiates public relations from advertising as a form of marketing communications.

But now, advertising is also a part of PR activities. An example of good public relations would be generating an article featuring a client. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a positive or favourable view about the organization, its leadership, products, or political decisions.

Public relations specialists establish and maintain relationships with an organization’s target audience, the media, relevant trade media and other opinion leaders. Common responsibilities include designing communications campaigns, writing press releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for clients, acting as an organization’s spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation (crisis management), managing internal communications, and marketing activities like brand awareness and event management. Success in the field of public relations requires a deep understanding of the interests and concerns of each of the company’s many and varied clients. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations which is public relations.

In August 1978, the World Assembly of Public Relations Associations defined the field as “the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders and implementing planned programs of action, which will serve both the organization and the public interest.”

PR has also been defined as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” It needs to be understood that public relations is not a phenomenon of the 20th century, but rather has historical roots. Propaganda was used by the United States, the United Kingdom, Germany, and others to rally for domestic support and demonize enemies during the World Wars, which led to more sophisticated commercial public relations efforts as public relations talent entered the private sector. The second half of the 1900s is considered the professional development building era of public relations. Trade associations, PR news magazines, international PR agencies and academic principles for the profession were established. Starting in the 2000s, press release services began offering social media press releases.

It has been demonstrated that public relations is more effective than advertising for several reasons. First, public relations is far more cost-effective than advertising. Even if it is not free, a client’s only expenses are generally phone calls and mailings to the media. Second, public relations has greater longevity than advertising. An article about a business will be remembered far longer than an ad. Public relations also reaches a far wider audience than advertising generally does. Sometimes, a story might even be picked up by other media, spreading the word about the business to a greater audience.
Public relations also has greater credibility with the public than does advertising. Readers feel that if an objective third party - a magazine, newspaper or TV reporter - is focusing on a company, it must be doing something worthwhile.


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