Public Relations:
How-To Understand Public Relations

Persuasion and information distribution have been around, in one form or another, since the beginning of time.  However, public relations as an industry or practice has only been around since the early 1900s. With the dawn of the Industrial Revolution, young corporations discovered that their growth depended on gaining the goodwill of the masses.  Those that succeeded prospered. Those that didn't met a quick demise. Soon, even individuals - most notably politicians and Hollywood celebrities - were utilizing the wooing techniques of public-savvy companies.  In recent years, the power of the media has made public relations a major industry.

The primary challenge in creating publicity is to be able to digest the relevant points being communicated, see them from every angle, and express them effectively from one group to another.  Effective practice of PR boils down ideas from one segment of the population and conveys them clearly to others, forming a common ground of communication for the various groups who make up our society.  Analysis of any successful PR campaign will reveal clear, concise communication, common sense in appealing to people's wants and needs, combined with a little imagination.

Once you have thoroughly studied your objective and found a way to convey it effectively, you will want to explore the many arenas open to you to spread your message.  Whether you are using television, radio, print, or personal appearances, your message remains constant, but will probably be delivered as each of these media dictate.

By familiarizing yourself with the basics of public relations, you will be better prepared to launch en effective campaign, whether the goal is to increase business, spread goodwill, reflect a positive image, or further community or charitable efforts.

Types

Business-Increasing PR. Corporations and small businesses alike use public relations to grow their businesses.  Major corporations either have a department of in-house public relations experts or hire outside consultants to deal with the media and act as the company's mouthpiece.  The small business owner usually tries tackling it alone or hires a small agency.  The object is to generate as much positive press for the company or organization as possible.  Many companies do things like making contributions to charities, scholarship funds and other non-profit organizations to win positive feelings from the public at large. 

Fundraising PR. Many not-for-profit organizations use the media to raise monies for their efforts.  Newsworthy developments - such as signing glamorous celebrity spokespersons or receiving major corporate sponsorship - generates attention in the media.  In events like these, everyone benefits ... the companies or celebrities gain the respect of the public, their participation helps to raise more money or give the cause a higher profile, and the charity itself has raised the funds necessary to operate.

Enhancing Public Image. Politicians, corporate heads, and celebrities are just a few of the people that use public relations to earn the respect of the masses. Such individuals become involved in philanthropic and other endeavors in an effort to enrich the community.  One classic example was the makeover of Geri Halliwell (a.k.a. Ginger Spice), orchestrated by PR guru Matthew Freud.  The former Spice Girl transformed herself from a questionable talent and one-time topless dancer into a UN goodwill ambassador and advocate in the fight against breast cancer. Corporations also use this tactic to promote themselves in the public eye, often donating money to such community-enhancing efforts as building a library or improving a public park. 

Public Information. Public awareness is essential in any public relations campaign.  It is important to keep the public informed about services you are offering the community.  Even though you are in business to make money, you are supplying a demand or you wouldn't still be in business.  You may be offering clean, affordable used cars to the public, or possibly clothing for the discriminating man. Whatever it may be, you need to communicate one factor about your business: what you are contributing to the community.  This will be the undertone to all your public relations and advertising efforts.

Press Releases. A press release is a short document, usually one page, aimed at raising awareness and calling attention to an event or newsworthy happening at your company.  Press releases are sent to all areas of the media: print, radio and television. If it is deemed newsworthy by the media, it can generate a multitude of public awareness.  Oftentimes, if one source picks up on your release, it creates a domino effect and others run the story as well.  Corporations who have the means rely on trained public relations experts to put together well written, powerful press releases that are sure to catch the attention of the media.  But be careful: no matter how big or newsworthy the subject of your press release is, poor writing can scare off the media faster than Kato Kaelin and Linda Tripp's new talk show. 

Press Kits. A press kit, also known as a media kit, is an expansion on your press release.  It is usually a high quality folder containing your press materials: press releases, brochures, collateral materials, company biography, news clippings, photographs (if applicable), contact information and any other relevant materials.  These are frequently used to attract new clients.  They are also made available to the media upon request when someone is seeking more information about your company. EPKs (or Electronic Press Kits) might also contain video tapes of relevant information (i.e., commercials, news spots, etc.).

Special Events. These offer a terrific way for any company to get some good press.  Having your company name associated with popular events is sure to garner positive recognition.  For example, say your company is involved in putting on a pancake breakfast to raise money for the local humane society.  This generosity, caring and concern is sure to have an effect on how others see your business from that point forward.  Not only that, but these events often receive large amounts of media coverage, especially if there is a politician or local celebrity (i.e., Miss Cornhusk) appearance. 

Advertisements or PSAs. Many organizations and corporations put together advertisements not with the aim of selling their product but of generating goodwill.  Take for example the brewing company advertisements discouraging drinking and driving, or the tobacco company ads urging youngsters not to smoke.  Ads like these, known as public service announcements (PSAs), are not made with the goal of increasing sales, although the goodwill they create can contribute to sales in a roundabout way.

Speeches. When done well, few things can convey your message like a well-delivered speech.  This is easier said than done, since a great deal of work goes into the process.  The speech must be concise, entertaining and well articulated.  Politicians and corporate heads are constantly called upon to speak publicly.  Because of this, they often hire speech writers, people who know how to craft a message effectively to pull emotional strings.  Small business owners may be asked to speak at a college or high school function, before a group or club, or at any number of events.  But don't just sit around and wait to be invited.  Take the proactive route and volunteer to speak!

Public Appearances. Placing a representative from your company at various events can yield numerous benefits to your business. It is a way of taking part in the community, showing your interest and opening up the lines of communication.   There are many places and events at which to make appearances: charity galas and fundraisers, community symposia, chamber of commerce conventions and mixers, and many others - the calendar is full of them.  It's just a matter of having someone present to show that your company is concerned with what is going on in the region. 

Press Conferences. Holding a press conference is usually only necessary to make a major announcement.  A representative or two from your company speaks, making the announcement and elucidating upon it, and the conference is open to question and discussion with the members of the media.  The speaker should be thoroughly prepared for all possible questions.  In general, the speaker should be someone who is well spoken, charming and able to address negative matters in a positive fashion.  As a general rule, never hold a press conference if a press release or a few telephone calls will serve your purpose.

Presentations. A presentation is akin to a press conference. Depending on your line of business, you may be asked to speak in front of a group of your peers, clients, or to a club such as the Kiwanis or Rotary. The goal is to be general, informative, anecdotal, and use as many attention-catching devices as possible. Maybe you have a company video or film you can screen, or possibly some of the company's ads. The presentation is basically a broader form of the press conference, which is usually focused on one event or announcement. Think of the presentation as a quick summary of everything you do and offer, and a listing of your accomplishments.