When you have an important message to give to the general public, it’s essential that you go about it in the right way. You need to use the right methods to reach the right people at the right time. And a public relations agency can help you to achieve this.
Take for example, Cancer Research UK, which has just launched a major PR campaign which is aimed at raising awareness, among young people, of the dangers of sunbeds.
Cancer Research UK has chosen to launch the campaign just before a new government legislation which will ban under 18s from using sunbeds.
If a business or organisation is looking for a way in which to obtain media coverage, then the only way to do this is with the right PR campaign.
And this is exactly what VisitCornwall and its Devon counterpart are embarking on at the moment. The two tourism services are joining together to launch a campaign which aims to promote the region to German visitors.
This is a great decision in terms of public relations because the two services will be able to combine their money. They will also thrive from the fact that their two locations are very similar and are very close to one another.
Sometimes, PR experts can be accused of being a little cynical. But it’s not cynicism, just an inside knowledge which reveals the true intentions behind certain moves made by companies as well as people in the public eye.
Take for example, the recent move by the Prime Minister to invite the chief executives of 19 different companies to come to visit him in Downing Street, to discuss jobs.
Most PR professionals will agree that this is primarily a PR exercise.
A lot of PR strategies focus heavily on ways to increase the familiarity of the brand, but why exactly is brand recognition so important?
As a term, brand recognition relates to the way in which existing and potential clients and customers recognise and connect with your brand.
There will come a time in any business’ history, when there will be a need for some urgent PR strategy to be put into place.
It might be an event, action or comment that could transform public opinion on the brand for the worse and this really needs to be avoided.
But it’s no good waiting until the worst has happened before you seek out a public relations agency to tackle the problem for you.
In order for a PR consultancy to tackle any negative publicity effectively, they will need to know your company or brand incredibly well.
Anyone involved in public relations will have experienced a huge change in the ways that they work over the last couple of years as the popularity and influence of social media has truly exploded.
But has your company really made the most of this? Social media is an excellent way of engaging with your potential customers and clients but you have to get your brand name out there in order to make the most of it.
For most people, who are not involved in PR, it can be confusing to try and work out how new communication such as social media can be integrated into a PR campaign.
It can take one event to show you just how powerful social media can be, and, recently, that event was the shocking story of the woman who put a pet cat in a wheelie bin.
It may not seem to have much to do with your company or your brand, but the way that this story unfolded can teach you a lot about public relations and the power of social media.
On the day that the story broke, if you started to type woman into Google search, the title ‘woman puts cat in bin’ came up.
A lot of companies which hire someone to come in and take charge of the PR for their firm, soon find that they are completely out of their depth. Someone brought in to work for a company in their PR department will not have the contacts, knowledge or reputation that a PR agency will have built up.
A PR agency, on the other hand, will have worked on projects similar to yours and will therefore have a head start on anyone within your company who tries to run a PR campaign.
Experience, contacts and knowledge aren’t the only things that put a PR agency ahead of an internal PR department.
Starting a new business is a huge challenge. There is a struggle to find the investment, a struggle to find the time and the main struggle – to build a reputation.
For this, PR is vital. A PR agency is able to really help you reach an audience and most importantly, build a customer base.
It is really important that you build a relationship with your potential customers and that is exactly what a PR agency can do.
The first thing a PR agency will focus on is your image and your brand.
All companies are looking for ways to increase the familiarity of their brand. And that is because brand recognition can have a massive impact on your success.
Brand recognition means that you can connect with your potential customers because when they hear the name of your company they immediately associate it with the products or services that you offer.