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What is Public Relations?

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A good image is an essential asset for any company. A study has shown that 63% of a company's value is determined by its public image. To build a good corporate image, good public relations (PR) is a must. But what is Public Relations?  

It is important to understand the meaning, functions and types of public relations in order to create the right PR strategy. There are also many practical examples that can inspire the form of PR strategy. 

What is Public Relations? 

Public relations is a set of strategies that a company uses to build beneficial relationships with the public. This includes potential customers, investors, partners, employees, and even the government. 

The PR team in a company will create an effective communication strategy using any form of media to create and maintain a positive image of the company and a strong healthy relationship with the target audience. The process of forming a PR strategy focuses on the actual information, how it should be released and what kind of media should be used to release the information.   

The Functions of PR 

PR is different from advertising. Instead of buying advertisements, PR team is in charge of creating interesting and factual stories to promote the company. 

There are some objectives of PR strategy, such as: creating awareness, creating good image, informing, generating interest, stimulating demand, strengthening brand and managing crisis. Therefore, these are important functions of PR: 

1. Public sympathy and support

The main function of PR is to win public sympathy and support for the company. By doing this, the public will choose your company over the competitors. However, this must be done honestly. Instead of spinning the truth, the PR team must let the public know the fact to maintain their trust. 

2. Strong relationship with the public 

After building a strong relationship with the public, the PR team also needs a strategy to maintain this relationship. The competitor's campaigns can sometimes create negative issues about your company. So it is important to dismiss this issue by maintaining a good relationship with the public. 

3. Satisfy  

Every company deals with different stakeholders at a time. They may be customers, investors, employees, and the public. Since these stakeholders play an important role for the company, they need to be treated equally. Get them on the same page and prioritize their satisfaction. 

4. Ongoing Process 

PR strategy is not a one-time activity, but a continuous and iterative process. No matter what happens, good or bad, the PR team has to make and release the right statement to the public.   

The Types of PR 

To achieve the PR goals, it is important to divide the PR team into departments based on the following types: 

1. Media Relations 

This type of PR emphasises a strong relationship with the media through press releases, interviews, etc. 

2. Customer Relations

This type of PR aims to bridge the communication between the company and the potential and existing customers. 

3. Community Relations

It is important to get support from local communities. This way you can get strong support when launching a new product or service and holding a PR event. 

4. Government Relations

A PR team needs to build a strong relationship with the local government to ensure smooth and efficient operations.  

5. Corporate Social Responsibility (CSR)

Every company has a social responsibility to the society and the environment. This CSR activity must be released to create a good company reputation. 

6. Internal Relations

Employees are also the company's stakeholders, so it is important to maintain good relationships with employees by providing complete guidance, counselling sessions and mediating issues.  

PR Practical Examples 

Along with the times, there are many PR activities carried out by various world-renowned companies, for example: 

1. Nike's "Just Do It" Campaign 

This campaign uses a simple and powerful slogan of "Just Do It", which then became the brand identity. To reinforce the brand, Nike used Michael Jordan and Serena Williams to embody Nike's values of determination, excellence and perseverance. The goal is to inspire customers to push themselves beyond their limits and ultimately achieve their goals with Nike. 

2. Google's Year in Search Campaign 

This annual campaign shows the top trending searches of the year. It was a successful campaign because it managed to touch the public's emotional connections with each event. This shareable campaign reinforces Google's brand identity as the leading search engine company with great technology and innovation. 

3. Spotify's Wrapped Campaign 

Spotify's Wrapped campaign has become a viral event at the end of each year. This campaign allows users to share their colorful, personalized summaries of their listening habits throughout the year on their social media. It includes their most streamed songs, singers, genres, etc.  

Bottom Line 

Public Relations (PR) is a set of continuous strategies to build and maintain a strong and mutually beneficial relationship between a company and the public. A company's PR team must create a great strategy to achieve the PR goal, whether it is to create awareness, a good image, crisis management, or something else. 


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Advertising / Promotion / PR

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