Every organisation that depends on support from customers, investors, ratepayers, voters, members or donors needs public relations. That means just about everything from corner shop to mega-corporation, from village school to government department.
Public relations is an important part of an organisation’s marketing activities – designed to garner public support – complementing other key elements such as advertising and promotions. But while the latter two seek to deliver a repetitive ‘buy’ message, PR strives to build long-term confidence and understanding – enabling customers to make informed purchasing decisions.
PR starts at the first moment of customer contact – and if it is successful it spawns long-lasting customer loyalty.
There are two levels to PR. One is the simple practical act of treating customers well when they walk into the shop. The other is the more complex creation and management of communication elements targeting customers – and others – both in-store and elsewhere.
With the internet, email and social media coming into play over the past 20 or so years, the range of print and electronic PR tools available today is vast.
For many organisations focused on growing a business based on trusted products and service, it becomes increasingly difficult to keep on top of the best PR opportunities. And it’s certainly difficult to generate and manage the types of content necessary to do the job.
As a PR consultant, my role is to help organisations explore the communication possibilities and implement tactics to suit the needs of the moment.
Much of this role involves compilation of written material – and its publication in a range of media including websites, newsletters, social media, brochures and so on. Some of these variations are based on news releases or feature articles, produced in a credibility-boosting style typical of mainstream news media.
By using a PR consultant, organisations get the benefit of an experienced, objective approach to communication issues – enhancing the quality of the outgoing messages and developing more favourable perceptions among target readers. And the organisation can focus on its business while the consultant takes care of the communication.
Now of course there is never a perfect answer for every communication need – but what is more important is that an organisation is actively responding creatively to challenges and opportunities.
- Want to talk about your PR needs? Please get in touch. I am based in Haslemere to serve local clients, as well as those further afield. Click to CONTACT