A public relations agency is responsible for getting the message of a business, public figure or organization out through earned media.
Some of the ways they do this are though press releases, backgrounders, fact sheets, speech writing, copywriting, organizing special events, media kits, multi-media resources such as photos or video, and making pitches to journalists.
Does a PR rep talk to the media?
Sometimes you will see public relations representatives act as spokespeople, but it’s always better to put an actual executive, client, board member or other key person from within the organization in front of the camera. This will give the message more credibility and reduce the appearance of “spin.” Often, the public relations representative will “coach” the person to be interviewed so that the he or she can go in with a clear concept of what they want to say and how they want to say it. The interviewee will be able to anticipate any critical or negative questioning and have a response prepared.
In addition to working with traditional media, these days social media and blogging are becoming even bigger components of a public relations agency’s job.
In some cases, an agency does not just advise a company on how to create positive coverage, but also has to help deal with negative publicity. In this case, the agency can advise the company on strategy and develop a consistent message to help mitigate damage.
However, public relations professionals aren’t just in charge of putting out fires. They also need to strategize and create campaigns that grab attention. Public Relations agencies need to be able to see the big picture and understand how every communication released fits into that picture. Public relations people are aware about both challenges and opportunities and help the company stay ahead of them. They monitor the public conversation and help position the company or organization within that conversation. For example, negative public impressions of an industry may be able countered by a positive campaign focusing on jobs and economic growth.
How can a PR agency help your brand?
A public relations agency can help a company develop a compelling brand story that helps humanize the brand and turns prospects, clients and customers into supporters and followers. At the same time public relations people gather the facts and pitch them as part of the story. Journalists are not interested in marketing. In order to attract attention, a pitch needs to be fact-based and newsworthy.
As a result, public relations professionals need to be on top of the major developments in your industry. A public relations representative will be able to relate messaging to what people are already talking about.
A public relations agency will understand your brand and help you stay on top of the conversation. Are you ready to take your organization to the next level? Sign up today for our free 12-part email course to find out how public relations can benefit your business and get some actionable tips that you can start trying out right away.
Shella Gardezi is a marketing, PR and SEO specialist with experience doubling website traffic and sales and getting features in national publications and on the airwaves.