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Marketing
Definitions
Public
Relations
When
you mention 'public relations' most people think
about certain channels of communication: particularly
editorial publicity, sponsorships, and 'launch events'
for new products. This is not surprising, as this
is the way many PR firms think and act as well.
However,
this is not the best way of thinking about PR.
Take
a look at the definition by the Institute of Public
Relations:
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'Public
Relations practice is the planned and sustained
effort to establish and maintain goodwill and
mutual understanding between an organization
and its publics.' |
Public
relations is not limited to certain media, and it
is not focused on promoting products.
Public
relations can and should use any media, including
TV and print advertising, to
establish and maintain goodwill and mutual understanding
between an organization and its publics.
It
is important to think about PR in this way, because
for many consumers it is becoming increasingly important
to know about the company behind the products. People
have growing ethical, social, and environmental
concerns and they want to be reassured that the
companies they are doing business with share their
values and concerns.
Many
companies are not addressing these issues effectively
and they are losing competitive advantage, because
their thinking about public relations is limited
to editorial publicity. Don't fall into this trap.
Ask yourself:
Do
I understand my customers' ethical, social, and environmental
concerns, and how they impact on my category?
Am I making good use of public relations as a tool
for maintaining goodwill and mutual understanding,
using any and all media?
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