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What is PR?
People often want to know what public relations is about since it's very important for any business or brand to get their name out there and keep it looking good.
Keren Speck
June 04, 2024
What's in store for this edition:
Why sunglasses? Because PR is cool!
What is PR?
You need it.
You don’t need it.
You can do it yourself.
Never do it yourself.
Have all these conflicting statements about public relations swirled around in your head at one time or another? Let’s break it down and understand what public relations really is all about. Regarding those opening statements, don’t worry, we’ll get to those soon.
What is public relations?
It’s about communication. Think you, your business, organization, expertise, product, service, or brand communicating with your community. This can include your customers, potential clients, employees, investors, neighbors, leaders, etc. With good public relations practices you’ll notice it:
Uses effective communication to make, develop, and sustain relationships.
Listens to the community and responds to their thoughts and needs.
Is storytelling at its finest.
Maintains a good reputation within your community.
Encourages changes in consumer opinions.
Attracts investor opportunities.
Helps support human resources.
Gets earned media and media exposure.
Builds trust, loyalty, and advocacy in your community.
PR is NOT:
Making up stories or spreading of fake news.
Propaganda or Spin Doctors.
Advertising.
Sales.
“Advertising is saying you're good, PR is getting someone else to say you're good.”
Back to the questions at the beginning. Does your small business need public relations? You decide.
You need it…
if you want to establish yourself as an expert in a field
if you want to build trust in you or your company or product
if you want to attract investors
if you want to save on advertising
if you want to increase sales
if you want to change the way people think about your business
if you want people to know about your company’s social values
if you want to increase your online presence
if you want to attract and retain talent
if you want new customers
You don’t need it…
if your business is short-term focused
if you have a solid customer base, don’t need to grow, your brand identity is strong, and don’t have interaction with the public
if you only want to pay for advertising
If you decide you need public relations, keep reading.
Some say never do it yourself, but can you? ABSOLUTELY!
This newsletter is designed to help you, the busy business professional save loads of cash by giving you the skills and know-how to do PR work yourself. You will get actionable tips to help get your business noticed without breaking the bank.
You can really do it!
Reality check: This series is not an overnight, miracle cure for your business. You will need to put in the work. You will need to learn and implement the suggestions. However it can be done, and you the smart, intrepid reader can do it. I’m here to guide you along the way.
Do this now: To get started, make a list of who comes into contact your business or brand, such as existing or potential customers or clients, employees, investors, social media audiences. Who do you want to hear your story?
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Next step: Now that you know what public relations is, the next step you will learn the principles of and how to craft your public communications effectively.
Term to Learn
Earned Media means any publicity or exposure that is written or said about you or your business that you haven’t paid for or created yourself. Earned media gives a brand trust or credibility - the ultimate goal.
FAQ
Q: Is public relations expensive?
A: Yes and no. Typically it can be very costly to hire a public relations firm, as it is not uncommon to see them charge a $20k/month retainer and are a good fit for large companies with big budgets. Alternatively, you can hire a boutique or small agency for less than $10k/month. However, for many businesses, you can do your PR efforts in-house at little to no cost if you have the time to devote to learning the skills and doing the work. Either way, every business needs PR and is not something to ignore.
Get PR techniques from recent news.
Newsworthy
🏫 Harvard leaders no longer commenting on issues unrelated to ‘core function’
Harvard will no longer comment on public matters unrelated to its 'core function' amid ongoing tensions related to the Israel-Hamas war. “We are going to drive controversy no matter what we say,” reports the Boston Globe.
✍️ Key PR Takeaway: If it’s not related to your business, then some things merit no response. 🤐
Learn from others.
0% Cool : 100% Cringe
American Airlines walked it back after a lawyer from the firm they hired, “made a mistake” and blamed a 9-year-old girl for being exploited by a pervy flight attendant.
Yikes! This is terrible news. 🤦♂️🙈🙅♂️ Do we have an emoji for off the scales cringe factor?
How did this play out?
On Wednesday, May 22, CNN ran the story that included “American Airlines said the filing was made in error by outside counsel retained by the airline’s insurance company.”
No doubt the backlash on the Internet was a factor in prompting a stronger response by the company. Therefore on Friday, AP ran the story which included an important development that an “airline spokesperson confirmed Friday that the Wilson Elser law firm is no longer defending American.”
You didn’t see a press release issued in the airline’s newsroom for this, but you can be sure the airline’s PR team was involved in helping reporters know how this mistake was promptly addressed.
✍️ Key PR Takeaway: Despite the obvious need to carefully vet anything that goes out with your name on it, PR crisis management includes continuous monitoring of public responses and prompt communication of how your company has addressed an issue.
Attention Seeker of the Week
Peanut 🥜
When this 13-year-old pooch wants a treat she gets on her hind legs and dances to Lady Gaga. You got our attention Peanut!
That’s it. Hope it was helpful.
If you enjoyed this newsletter please forward it to help other Seekers to subscribe, and I will love you even more than I already do!
Have a suggestion for a PR topic I can cover? Reply and let me know.
Until next week, keep your shades on and keep seeking!
Your fellow Seeker,
Keren
🕶️
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