PR (Public Relations) is a communication process strategically followed for creating value among target audience and maintaining an effective communication with the public. PR activities allow brands to build a sustainable relationship with their target audience and create a positive perception. They also help brands to get recognized during purchasing decisions and gain customer loyalty.
Public relations include communication activities that all organizations conduct to sustain their presence in the market. At this point, two questions come up that need to be answered. What is public relations and what does a PR professional do? Now, let's have a look down below!
Public relations can also be described as a set of strategies followed by individuals, institutions or NGOs to create value and communicate effectively with their target audience. Within the scope of PR activities, the identities of the brands are analyzed, their positive aspects are emphasized and the products or services they offer are described demandingly. As it is the behavior and perception of the audience that determine the value of a brand, the ultimate goal is reaching the audience.
Communicating and building a strong relationship with the target audience enables brand to have a positive perception. This also leads the target audience to share positive thoughts about the brand with third parties. PR helps to build long-term relationships based on mutual benefits with the target audience and create value for brands. This created value gives brands competitiveness and leads them establish trust with their target audience. Thanks to this power of PR, brand can easily overcome negative situations such as crisis.
Fundamentals of the public relations are based on communication. According to this ideology, many tools and methods are used such as press releases, organizing events, publishing contents and creating pr campaigns. But ultimately, their success depends on the media.
The media allows people, companies, institutions or NGOs to announce essential information and developments about themselves. This crucial role of the media helps to get the desired results like strengthening the target audience’s perception. Note it down: Target audience recognize brands which are visible in the media.
In order to make a brand visible in the media, it is necessary to build strong relationships with journalists. At this point, PR activities help to manage media relations. Managing media relations can described as making a brand well-known by journalists. For this, media should be informed about a brand’s remarkable developments through press releases. While sending a press release, it is important to know journalists and their interests well. Also, the communication should be carried out in accordance with the dynamics of the media. Ultimately, building good relationships with journalists allows press releases to be evaluated and thanks to this, brands become visible among their target audience.
It should be remarked that public relations activities are not a kind of advertising. Advertising is an activity where you talk about your own good aspects by paying for it. In contrast, PR is an organic process in which your good aspects influence people and be recommended to others. This means publicity that you can't pay for. Creating publicity is a professional process that requires interaction with the press and the target audience. In this context, PR agencies support and guide brands with their expert teams and help them plan effective communication strategies.
PR agencies help to plan communication strategies specific to brands. They also manage customer and press relations with their team of PR professionals. While meeting the demands and needs of the companies they guide, PR agencies use many tools and methods like press releases, events and PR campaigns. Nowadays, PR agencies are integrating with the digital age. Regarding to changing communication preferences of people and methods of obtaining and sharing information, PR agencies started to focus on online media. Due to the digital transformation, PR activities also started to be carried out on digital media platforms.
In the digital age, internet usage decreased the influence of printed publications and mass media. This caused them to be replaced by online news sites, forums, blogs and social media. Due to the digital transformation, communication activities started to be carried out on digital channels. In regard to this, online visibility becomes a necessity for a brand. PR agencies develop PR strategies that directly target online channels to strengthen brand image and reputation in the digital age. This approach, which started to be described as online PR, offers advantages in terms of both efficiency and cost-saving for anyone who wants to do PR.