What is PR?

In short, PR or Public Relations is the process of building mutually beneficial relationships between a brand, a company or an organization and the public. There are many different ways to achieve that, but the most popular and well-known tactic is through media relations. Media relations involves interactions with journalists, editors, and reporters. PR professionals share relevant information and news about their clients with the appropriate media sources.

At its heart, people who work in PR are storytellers. They identify what makes a company unique and then use those characteristics to craftengaging and relevant story ideas to pitch to the media. In addition, PR professionals, executives, and representatives play a key role in developing buzz-worthy campaigns to help brands continue to engage media and consumers. PR can be used to protect, enhance, or build reputations through the media, social media, or self-produced communications. And it is becoming increasingly more important in digital marketing, as Statista predicts the global public relations industry is expected to reach $93.07 billion next year in value.

Contrary to what you may have heard, PR is not advertising. There’s an old saying: “Advertising is what you pay for, publicity is what you pray for.”

To translate — advertising is paid media and public relations is earned media. That means reporters or editors havechosen to write a positive story about you or your client, candidate, brand or issue. It appears in the editorial section of a magazine, newspaper, TV station or website, rather than the “paid media” section where advertising messages appear. In fact, there are several examples of media placements in this blog! Earned media is more credible because it’s independently verified by third-party credibility, rather than purchased.

Broadcast/TV RadioHow do we do it?

Our PR’s team’s process is adapted to every client’s needs and desires, but generally, there are four phases to the strategy: research, crafting messaging and materials, target outreach and execution, and ongoing media engagement.

Phase 1: Research

Every PR strategy requires extensive research. The Public Relations team will spend time gathering information about the company and key stakeholders. The partnership will begin with an audit of the company’s history, business goals, product offerings, and audience. The team will also review industry trends, challenges and conduct a thorough competitive analysis, similar to an audit. 

Clients help during this process by providing assets such as brand materials, linesheets, imagery, product/campaign launch, calendars, past press, and any potential partnerships with other companies. 829 will follow up on deliverables following the PR strategy presentation such as any interest in programming and initiatives. The team will also ask for feedback on media targets and the pitch timeline we gave you.

Based on the findings and additional independent research, the team will craft & refine your brand positioning. A tactical PR plan will be presented for review, including a detailed timeline of strategic pitch angles and target media outlets. 

Brand FeaturesPhase 2: Craft Messaging & Press Materials

Now that the initial research and work is done, the PR team will hone in on your brand’s messaging and materials through two key endeavors: a messaging deck and a press kit.

Messaging Deck: Focus, control, and intention is imperative to influencing your target audiences, and key messaging is the foundation of all communication strategies. Not to be confused with tag-lines or slogans, key messages are used as guidelines for creating additional content. A messaging deck will be drafted, reviewed, and finalized for use across all communications and mediums.

Press Kit: This is a robust combination of essential media resources, including a mix of elements to assist in fulfilling the identified PR strategy. Elements may include the brand’s story and mission, team bios, fact sheets, relevant press releases, and a selection of photography.

During this phase, you as the client will provide edits and feedback as ongoing progress is made on press kit materials. You will also be responsible for introductions to third-party contacts regarding any existing events, partnerships, and collaborations.

Phase 3: Targeted Outreach & ExecutionDigital

After preparing well in phases one and two, it’s time for the most exciting phase where the team will help you put your PR strategy into action! They will do this through two key points:

Target Identification: The team will build customized media lists for each target market across a variety of mediums. Depending on individual goals, this includes national, regional, and hyper-local print, digital, and broadcast outlets.

Plan Execution: Typically, the PR roadmap is planned over a three or six month period, which includes a monthly breakdown of activities, including:

  • Drafting and distributing press releases
  • Strategic pitching to client’s key media targets, sharing timely announcements, seasonal campaigns, and opportunities for thought leadership
  • Crafting byline articles and public speeches
  • Develop and execute creative programming, initiatives, and special events 
  • Conduct outreach and coordinate brand partnerships, collaborations, and sponsorship opportunities
  • Crisis communication planning

Trend Roundups

Phase 4: Ongoing Media Engagement

With the PR campaign fully launched and running, everything in this final stage will be maintenance and adaptation to ensure the campaign runs with success. This may include responding to inbound and reactive media requests to generate earned media coverage and establish a steady stream of news coverage. Ongoing media relations and coordination will ensure that you as a client stay relevant and the team will be ready to engage with opportunistic and planned media initiatives.

It is during this stage that collaboration between you and the PR team will be the most active, as requests for new content will arise based on the ever-changing digital landscape we live in. These communications can include but are not limited to:

  • Sharing media requests for product reviews, photoshoots, gifting, imagery, and interviews
  • Coordinating media visits for travel, hospitality, destination, or any retail clients with brick & mortar locations
  • Media training and media interview preparations
  • Providing timely updates on editor and reporter feedback, as well as on potential leads
  • Sharing press placements and other relevant media mentions and industry news with clients in real-time

How do we measure PR?

Since public relations are subjective and vary depending on the industry and digital landscape, qualifying the success of data may seem elusive. However, our team has several qualitative and quantitative benchmarks it uses in both media and traffic to determine the success of their work—and great success at that!

  • Total Media Placements
  • Unique Monthly Views
  • Ad Value Equivalent
  •  Total Reach & Impressions
  • Total Media Gifting + Sample Requests

  • The number of brand mentions and backlinks from high DA sites
  • Site Visits/Page Visits/Bounce Rate
  • % of total brands mentions vs competitors
  • A tangible incremental increase in sales
  • Share of Voice
  • Positive Sentiment
  • Tone
  • Quotes
  • Key Message Penetration
  • Photo Inclusion
  • Tagging Brand (Social)

Getting Started With PR

Public relations is often overlooked in the current digital landscape, but the incredible benefits it can have on your company’s reputation and success are definitely worth it. According to Statista, 46% of large US enterprises recognize the importance of public relations and utilize it in their business strategies. Additionally, 19% of them have hired an external agency to do the job for them. Will you be one of them?

Our team is the best of the best and can bring your PR strategy to the next level. Contact us today to set up a consultation! 

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