There is no shame in not knowing what something is. The shame comes from not acknowledging it and becoming a bullshitter.
In my experience, unless you are in the industry, virtually no one knows what it is. I love it when someone asks me ‘what exactly is PR?’.
It’s what the girls from The Hills wanted to do, right? What Olivia Pope does? What Patsy and Eddie do?
Here I am going to explain what PR is and what PR isn’t.
PR – which stands for public relations – is how you tell the stories of your business to raise awareness of your brand.
It is EARNED rather than paid for. An advert in a magazine or a page of advertorial will cost hundreds of thousands of pounds. An advert on TV could cost you millions. Your Facebook ads cost you money. Your membership to networking groups costs you money.
PR does not. It is free.
The PRCA describes PR as how businesses communicate with the public, promote themselves and build a positive reputation and image.
How the media represents a brand has a huge influence on how customers perceive it. Customers will always chose a brand they feel they know and trust over an unknown one.
So PR is about influencing the media and working collaboratively where possible. By doing this you can help control the narrative around your business. And a proactive PR strategy will help you retain and attract customers.
Does every business do PR?
Most big businesses have in-house PR teams and agency support, all working to tell the right story. But often small to medium sized business who can’t afford an army of PR strategists don’t think about PR. They feel intimidated by it, don’t understand it or prefer to stick to marketing which feels more in their control.
Is PR the same as Advertising?
No.
PR is not the same as advertising. Essentially the main difference is that your pay for advertising but you don’t pay for PR. PR is earned media coverage, not paid for media coverage.
Is PR the same as Marketing?
PR can be part of your marketing mix. Or your could see it as completely separate.
My advice for any small business is that you have to be investing in both. Invest your cash in marketing and your time in PR.
Your PR needs will be unique to your business but your PR could include:
· Press coverage
· TV coverage
· Radio coverage
· Social media
· Speaking opportunities - conferences, podcasts
· Blogs
· Reputation management
So now you know what PR is!
If you want some help deciding what your PR strategy should look like drop me an email. Or download my free template!
If you want a copy of my book 100 PR and Content Ideas for your Business click here - https://amzn.to/2Z49suQ
And don’t forget to join my Facebook group by clicking here.
Alison Jackson-Carter is a ‘PR Pro’ who has spent her career helping people and businesses share stories. As a journalist she spent her 20s working for newspapers, ITV’s This Morning programme, Sky News and 5 News. She then moved into PR where she has worked with hundreds of household brands to increase their media profile.
Since she moved to PR she has led teams that have won awards, launched a successful podcast that has been downloaded more than 100,000 times, and achieved millions of pounds worth of media coverage for brands.
Her passion for supporting women in business led her to launch Enlighten PR where she helps small business owners and entrepreneurs raise their profile and communicate with confidence about their business. In her downtime she can be found listening to The Archers or trying to read while her children and dog climb all over her.