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Public Relations

Public relations (PR) is the practice of managing the flow of information between an organization and its publics. Public relations gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.

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Although "media relations" and "public relations" are frequently used interchangeably, in truth, media relations is the subset of public relations that deals with pursuing favorable and accurate coverage in news and mass media.

"Public relations" (PR) is a much broader topic. It deals with all non-advertising communications between your company and the public, including—yes, the media—but also customers, trade associations, partners, vendors, investors, employees, government officials (local, state, and federal), NGO's, voters, celebrities, pundits, academia, and even foreign entities.

If the public at large only knows you through your ads—or worse, not at all—then you are not using some of the world's most cost-effective marketing tools, namely, public relations.

With very few exceptions, a firm without a public relations strategy is missing the boat. Your firm's public image should be managed rather than left up to chance. For instance, does your firm have a crisis management PR strategy? What if disaster strikes? Will you know what to do? Or will you lose precious time figuring it out, while losing all hope of controlling the message? Is your reputation with local officials good, bad, or non-existent? If you've recently hired a lot of employees, do they know what a boon you've been to the local economy? Do organizers of conferences and symposia contact you to speak to their audiences? Would you know what to do if a world-famous celebrity suddenly endorsed your product? Would you know how to capitalize on the free publicity before the window of opportunity closed?

At SpinSix, we understand that good public relations is never an accident; it's the product of having a comprehensive, workable, and flexible strategy combined with a talented team of professionals who know how to execute. Even though big PR wins are not always predictable, they can be often be made to order and they frequently deliver higher ROI than any other marketing activity.

See Also:

Media Planning, Media Relations, Social Media

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