Public Relations | Marketing Communications | Media Training
During a century of rapid professional growth, public relations has evolved from the circus publicity stunts of P.T. Barnum to the systematic management of communications with the public – essential for organizations of any size as media channels expand.
Public relations counselors assist organizations in developing and delivering messages with specific marketing and social functions. These messages are designed to:
Influential target groups typically include business partners, investors, regulatory agencies, employees, community organizations, civic groups and professional associations.
Historically, the public relations tactic of choice has been the distribution of information to news media – securing invaluable but uncontrolled media visibility, available free of media charges – as opposed to advertising , where media space or time is purchased and guaranteed. Working with media gatekeepers, usually editors and reporters, to generate news coverage is referred to as “publicity” or “media relations.”
Although the power of publicity should never be underestimated, public relations counselors are responsible for a range of services beyond news story placements.
Whether engaged in assignments at a PR agency or as executives working on the client side, today’s public relations practitioners often design a strategic mix of marketing communications, integrating paid and unpaid media, to deliver key messages and support brand acceptance with maximum ROI.
In addition to traditional publicity and advertising, techniques include issues and crisis management; sponsorships; cause-related marketing; special events; newsletters; e-mail campaigns; enhanced Internet presence; community relations; speaking engagements and group presentations.
When the combination operates synergistically, it’s sometimes referred to as “integrated marketing communications” (IMC). Courses and degrees in IMC are now offered in leading universities, including Northwestern in Chicago, UC at Berkeley and Golden Gate in San Francisco.
An increasingly accepted approach for conveying key messages, IMC blends the reliability of advertising with the cost-efficiency of public relations.
Copyright: Paul von Beroldingen + PVB Public Relations © 2009
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