5 ways PR help organizations exhibit their values and communicate to the audience

Public relations (PR) is about maintaining a favourable image and building relationships between the organization and the public communities, people it serves, and groups. It tries to draw attention to newsworthy and attention-worthy activities done by the organization and the customers. For this very reason, PR is often referred to as “free advertising.”

Furthermore, PR is not a costless form of promotion. It requires salaries to be paid to employees who oversee and execute strategies. It also involves expenses that are associated with events, PR-related activities, and sponsorships.

What is the purpose of public relations?

Just like advertising, public relations aims to promote organizations, services, brands, and products. However, PR activities play a significant role in identifying and building relationships with some of the most influential individuals and groups that are responsible for shaping market perceptions in the industry.

PR efforts aim to achieve the following objectives:

• Help build and maintain a positive image.
• Inform the target group about positive associations with the service, brand, product, or organization.
• Help maintain good relationships with influencers, who have the power to influence the opinions of the target audiences.
• Generate goodwill among customers, media, and other target audiences by raising the company’s profile.
• Help stimulate demand for the service, idea, product or organization.
• Try to head off crucial or unfavourable media coverage.

Ways PR help organizations exhibit their values

It goes without saying, but public relations encompasses several marketing tactics that share a common objective: managing public perceptions. Some of the most common and impactful ways of doing that are:

Media relations is one of the first things that comes to mind when people think of PR: public announcements related to the organization, talking to reporters, and articles related to new developments in the company. Although, media relations is just the tip of the iceberg. For several industries and product categories, there are an array of influential bloggers and analysts writing about products and the industry.

Here, PR plays a pivotal role in identifying and building relationships with such individuals. Offering them periodic “company update” briefing, newsletters, or email updates help keep the individuals informed about the organization.

The people who are responsible for PR are also involved in developing and distributing general information about the company. This information can be in the form of an annual report, a “state of the company” briefing call, video pieces about the company, and other companies that convey the company’s identity, goals, and vision.

The “thought leadership” publications declare the organization’s expertise and position of leading thought, innovation, or practice in the field. These publications need to be mindful of the same messaging employed for other activities so that everything seems consistent and smoothly aligned.

There are people who consider event marketing to be a marketing communication of its own, whereas others put it with public relations. Events like industry conferences or group meetings, offer opportunities to showcase the organization’s value proposition, services to current and prospective customers, and products.

Award programs are another common PR tool. Organizations can participate in established award programs often managed by trade groups and media, or come up with their own that focuses on their target audience. Awards provide opportunities for public recognition of amazing work done by employees and customers. This can turn into case studies and public announcements which can help draw attention to how customers are benefiting from the organization’s services and products.