It takes around 4 to 7 years to overcome a negative reputation. Hence it has become important for a company to invest in good public relations strategies to maintain a beneficial relationship with the public. Public relations is a strategic communication process companies, individuals, and organizations use to build mutually beneficial relationships with the public. A public relations specialist drafts a specialized communication plan and uses media and other direct and indirect mediums to create and maintain a positive brand image and a strong relationship with the target audience.
How Public Relations Works
Benefits of Good Public Relations for Your Small Business - dummies
A basic definition of public relations is to shape and maintain the image of a company, organization or individual in the eyes of the client's various "publics. A public, in PR terms, is anyone who ever has or ever will form an opinion about the client. Depending on the nature of the client's work, these publics could include clients, potential clients, voters, members of the local community, members of the media, students, parents of students, online fans groups, foreign citizens -- the list is endless. Public relations success requires a deep understanding of the interests and concerns of each the client's many publics. The public relations professional must know how to effectively address those concerns using the most powerful tool of the PR trade: publicity [source: Bureau of Labor Statistics ].
What Is Public Relations? PR Functions, Types, & Examples
The first step to answering the question of what makes a good public relations agency , is ascertaining what exactly it is a public relations company doe s , which is a difficult enough task in itself. In short, public relations is the of generation of awareness, as well as a positive public perception of a client, product or service. While the methods may vary from media relations, to viral campaigns, lobbying, one-off product launches and much more , the intentions of every public relation campaign, whether long or short term should be to achieve the aforementioned goals.
Bad PR has no underlying plan, no strategy, no real purpose. Bad PR is random. Or writing an article merely to justify the monthly retainer. Or not following up to ensure PR efforts are posted on the company website in a timely manner.