If you run a business, you are likely already familiar with PR and how important its role is for a company. PR (Public Relations) plays a key role in creating a positive image so that your business is recognized by the public.
From this positive image, a company can more freely execute its business strategies ranging from gaining exposure, securing strategic partners, to acquiring clients.
Although it is important and widely needed, many companies still fail to implement public relations effectively. In this article, we will discuss what PR is and examples of its success.
Conferences, seminars, or large-scale events are usually held to generate media coverage. Events like these typically involve a major role from the public relations team.[/caption]
However, a PR’s responsibilities are not limited to ceremonial activities. A PR professional may also face negative news or controversies. When that happens, it is the PR’s job to respond and reshape the narrative into something more positive.
Because of this important role, PR positions in companies remain irreplaceable.
The role of public relations also includes media coverage. Not only do they create press releases, but PR professionals are also responsible for documenting news coverage about the company.[/caption]
To ensure the company’s brand image is represented correctly, a PR professional is responsible for issuing press releases to the media. This helps journalists communicate the company’s message more clearly to the public.
It is also possible that a public relations officer is assigned to represent company leadership and speak at certain events.[/caption]
Because they are skilled at building a company’s image, PR professionals are often also assigned as spokespersons at events or official invitations. This is done to ensure that the company’s message and image remain consistent.
Example of a Successful International-Scale PR Campaign.[/caption]
From this campaign, iPrice successfully gained hundreds of media coverage pieces from various outlets around the world.
Although it looks simple and easy to replicate, there are several key actions iPrice took to achieve these results:
What is Public Relations?
Public relations is a strategy for managing information to be delivered to the public. Its main goal is to create a positive image of an organization in society. Typically, public relations teams release information about events, company achievements, partnerships with strategic partners, and other positive updates. Sometimes, this department also creates special campaigns to build a positive brand image for example, organizing blog competitions or review-based giveaways. [caption id="attachment_1820" align="aligncenter" width="1000"] Conferences, seminars, or large-scale events are usually held to generate media coverage. Events like these typically involve a major role from the public relations team.[/caption]
However, a PR’s responsibilities are not limited to ceremonial activities. A PR professional may also face negative news or controversies. When that happens, it is the PR’s job to respond and reshape the narrative into something more positive.
Because of this important role, PR positions in companies remain irreplaceable.
What Are the Tasks of Public Relations?
To better understand, here are the day-to-day responsibilities of public relations:1. Building relationships with the media
The main function of PR is to build relationships with mass media. This communication channel is still one of the most trusted sources of information for the public. When company news is published in the media, the company’s reputation naturally improves. In addition, exposure to potential customers also increases significantly.2. Writing press releases
[caption id="attachment_1819" align="aligncenter" width="1000"] The role of public relations also includes media coverage. Not only do they create press releases, but PR professionals are also responsible for documenting news coverage about the company.[/caption]
To ensure the company’s brand image is represented correctly, a PR professional is responsible for issuing press releases to the media. This helps journalists communicate the company’s message more clearly to the public.
3. Building relationships with partners
It is part of a PR professional’s job to communicate with partners. Through this communication, companies can explore opportunities for collaboration and expand their customer base. In certain cases, PR can also take on the role of marketing communication. Slightly different from traditional PR, this role focuses on engaging with strategic clients to offer products or services.4. Initiating strategic campaigns
To create a positive image, companies usually run various campaigns. These can include blog competitions, review-based giveaways, or large-scale CSR programs. All of these are planned and executed by the public relations department.5. Maintaining brand image
In addition to building a brand image, PR is also responsible for maintaining it. This is typically done by monitoring news coverage and public feedback about the brand. If there is negative sentiment or unfavorable coverage about the company, PR develops strategies to respond in a positive and effective way.6. Acting as a spokesperson
[caption id="attachment_1821" align="aligncenter" width="1000"] It is also possible that a public relations officer is assigned to represent company leadership and speak at certain events.[/caption]
Because they are skilled at building a company’s image, PR professionals are often also assigned as spokespersons at events or official invitations. This is done to ensure that the company’s message and image remain consistent.
7. Ensuring consistent branding
Public relations is also responsible for maintaining brand consistency. Not only does PR ensure that messaging is uniform, but it also makes sure that published content does not create potential issues or controversies.Successful Public Relations Example
After discussing the duties of PR in detail, it wouldn’t be complete without looking at a successful example: namely, iPrice. iPrice is a startup from Malaysia that successfully executed an international-scale PR campaign. However, their approach was not overly extravagant like CSR programs or large promotional events. Instead, iPrice adopted a simple strategy that many companies can follow: creating high-quality content that is media-friendly or “newsworthy.” The content formats varied, including analysis, infographics, and other valuable information. [caption id="attachment_1818" align="aligncenter" width="782"] Example of a Successful International-Scale PR Campaign.[/caption]
From this campaign, iPrice successfully gained hundreds of media coverage pieces from various outlets around the world.
Although it looks simple and easy to replicate, there are several key actions iPrice took to achieve these results:
- Building a network with major media outlets
- Establishing communication with the right journalists
- Conducting extensive research on topics that are attractive to the media
- Executing content creation
- Pitching to media one by one
