So what is PR?

Think of PR and you probably think of spin doctors, celebrity parties and some kind of Press Release. Hmmm, well you’re not entirely wrong but you are far away from the value and power of Public Relations.

In a nutshell, it all comes down to reputation. Your reputation is formed by what you do, say and what others think about you. As the Chartered Institute of Public Relations describes, “PR is the discipline which looks after your reputation, with the aim of earning understanding and support and influencing opinion and behaviour.”

It’s about finding your spirit, your story and your mission and actively communicating this to your customers, stakeholders, employees and everyone who comes into contact with your business.

But what about Patsy from Ab fab?

Now don’t get me wrong, as much as I love a cocktail party, PR is more than schmoozing the odd journalist here are there.

PR is a management function and at its most powerful when communication objectives are fully aligned with overall business objectives. Your PR strategy and corporate strategy should be bed fellows.

Putting aside the business parlance, PR is a two-way conversation with those stakeholders that matter to you and your company. It’s finding your story and telling it; building reputation, key relationships, and opening doors for opportunity.

Isn’t it just appearing in the newspapers?

Yes, publicity is part of PR, but not its definition. It’s just one tool in a PR’s Practitioners toolbox. Getting an article in your local newspaper is great. But that one bite of the cherry is not going to influence your key suppliers or your potential employees.

The magic comes from identifying your PR objectives and defining a strategy that exceeds them. We urge our clients to think beyond ‘appearing in the newspaper’ and more about leading the agenda.

Isn’t PR just a version of marketing?

Marketing focuses on your customers, PR works for your customers and all your external and internal stakeholders. A PR practitioner has the technical confidence and strategic capability to explore a business challenge or opportunity and use the whole gamut of tools available in today’s connected world. Social media, online influencers, media campaigns, live events and networks will all be considered. And it’s not a matter of either or, it’s about finding the right balance and the right timing.

But my business is not big enough to have a PR budget?

Whether you’re starting out, or your small business ready to take the next step, PR is exactly where you need to be investing your budget. What could be more important than growing your reputation, building trust with your customers and stakeholders, and telling your story. The tactics employed depends on budget but the strategy is the same – whether you’re a local gin maker or a drinks giant like Diageo.

For bigger brands, the challenges are just different. It’s about being relevant, tackling business challenges and seizing new opportunities.

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