Nine Things That Public Relations is Not
Most people associate public relations with media coverage or publicity or consider it advertising. The way they sell it is far too short.
1. PR isn’t narrow; it’s broad.
When properly executed, public relations consider every participant (or “public”) an organization interacts with daily. Employees. Consumers. Local communities. Local/state/federal governments. Bloggers. Partners. Policymakers. Channels. Reporters. Industry analysts. Sell- and buy-side financial analysts. Stockholders. It is true that every single person an organization has to touch. There are different priorities and importance, but all of them have to be considered in the equation.
2. PR isn’t about self-interest. It’s about helping others.
Public relations have a broader and more strategic plan. It’s all about building an enviable reputation among those who have the most beneficial interests, not in the company’s narrow agenda. A growing number of intelligent firms are adding corporate social responsibility to their plans because of this reason.
3. PR isn’t a form of advertising.
Advertising is designed to sell. Advertisers can say whatever they like (within the bounds of reason, of course) as they are paid for it. They can decide what they want to say, how they’d like to speak, and how often they wish to repeat their message. It’s a process that is controlled.
In contrast, public relation is a non-controlled process. It’s an exciting process that frequently changes as it mirrors the current developments.
4. PR isn’t the most effective at creating awareness.
There are many ways to raise awareness. The PR’s “secret secret sauce” is its capacity to create credibility.
5. PR isn’t sales. However, it impacts sales.
Many confuse SEO (search engine optimization) (SEO) and PR. They’re two different things. SEO is about improving a site’s performance to boost specific traffic. PR is centered on earning an established reputation that results in positive word-of-mouth.
6. PR isn’t advertising or marketing.
The field of public relations is usually confined to the marketing department. This organizational structure could reflect the perception of the role of PR inside an enterprise, which is that it is used to promote products or services.
While promoting services and products could be part of the pie of PR, this shouldn’t be the primary goal. If it is, then public relation is a subordinate job called publicity.
7. PR isn’t just one-way; It’s two-way.
If you send an email blitz to your prospect, place an online banner ad, or release a news release, they are all examples of one-way communications. The message is designed and sent out. These are closed-loop systems.
In contrast, authentic PR is an open system that is an open process that is two-way. It’s not just about being able to convey information but being believed and understood. To influence this attitude change, continuous conversations must be held between the person communicating and the recipients of messages (publics). If companies/organizations don’t listen well or engage in open, honest dialogue with the people they want to influence – and change behaviors when necessary -trust isn’t built.
8. PR isn’t made up.
The tech industry has gained valuable lessons from the dot-com bust. If you create fiction that isn’t real and the fabric isn’t able to withstand numerous washing cycles.
Effective public relations doesn’t lie in the hype. People are intelligent and intuitive. They quickly discern what lies are unsubstantiated. If they do, brands are damaged.
9. PR isn’t all about “me,” it’s about “you. “
To be a successful brand, the product or service should be personal and cheerful, an experience for the individual that feeds an individual’s identity.
Good PR is focused on helping companies determine how to provide an experience consistent with their brand, resulting in an audience of enthusiastic, active users.
Andy Beaupre started his career at a nationwide non-profit organization before he jumped into the technology sector, working for the nation’s first PR firm that focused on high-tech. After that, he stepped into the corporate world as the director of the PR department for a rapidly growing tech firm that was ranked Fortune 500. Advertising was his next adventure. In 1983, they founded Beaupre, a non-traditional PR, branding, and communications business in a shady coastal town. Beaupre was purchased from Omnicom at the end of 1999 yet kept its branding and management team and the business model and culture that was its foundation. For more information on Beaupre, visit [https://www.indeed.com/cmp/Otter-PR]
As time passed, Andy became more cosmic and had a beard. He ripped more than 16,000 songs off his iPod, became obsessed with social issues, and took many thousands of photographs across the globe. Andy is still engaged in his day-to-day business and firmly believes “the busier you are, the more productive.’
