two sides of a magnifying mirrorthe-next-2)/hala...two sides of a magnifying mirror while...

TWO SIDES OF A MAGNIFYING MIRROR

PR ROLE IS TO PORTRAY YOUR IMAGE AND REPUTATION TO THE PUBLIC

THERE IS NO SINGLE GREATER VALUE TO AN ORGANIZATION THAN HAVING PEOPLE TALK ABOUT IT

TWO SIDES OF A MAGNIFYING MIRROR

While advertising sends a fixed message that is handsomely paid for, public

relations creates an objective conversation about your company or brand for a

fraction of the cost.

Whereas public relations is independently verified by a trusted third party and

is a thousand times more valuable.

“A GOOD PR STORY IS INFINITELY MORE EFFECTIVE THAN A FRONT-PAGE AD.”

Richard Branson

WHYORGANIZATIONS NEED PUBLIC RELATIONS?

Like people – Organizations must communicate with others, and must

use communications to coordinate their behavior with people who affect

them and are affected by them.

"EVERYTHING YOU DO OR SAY IS PUBLIC RELATIONS.”

WHY ORGANIZATIONS NEED PUBLIC RELATIONS?

PUBLIC RELATIONS TACKLES OTHER HIGH LEVEL TASKS; SUCH AS: ▸ Government Relations

▸ Community Relations

▸ Public Affairs

When crafted well, PR is the more credible source of information about an

organization.

It’s not just press and media relations


PR IS THE ASSISTANT AND CLOSE AIDE FOR ANY DEPARTMENT OR

SENIOR EMPLOYEE ON:▸ What to say

▸ How to say it

▸ And how to handle the addressee


WHY HIRE A PR AGENCY?

At some point

Every business and person who works with the public

MUST

Communicate with the public.

But it's not ideal for a party to split its resources between its primary business

and explaining that business to the world

THAT'S WHERE PUBLIC RELATIONS AGENCIES COME IN.


PR AGENCY WORTH ITS SALT WILL UTILIZE A VARIETY OF

METHODS TO BECOME AN EFFECTIVE FACE AND VOICE FOR

THE CLIENT IT REPRESENTS


CREATING PR STRATEGY

In Order To Create A Successful PR Strategy, In-house PR Department And PR Agency Should Work Closely On The Following:

▸Determining public relation goals

▸Identifying target audience

▸Drafting key Messages

▸Choosing tools and tactics

▸Create a time frame

▸Measuring success

Even if your business is well-established, creating a plan for your public relations strategies

will keep the organization on track, leveraging it’s brand positioning and achieving its goals.

CREATING PR STRATEGY

IN-HOUSE PR PR AGENCYVS

BENEFITS OF IN-HOUSE PR DEPARTMENT

KNOWLEDGE OF THE BUSINESS AND THE INDUSTRY

The first, most obvious benefit is that a

PR department is well-versed in the

business & the industry and has in-depth

knowledge and experience in working

with other departments within the

organization.


In-house PR team is solely dedicated to

working on exactly what the organization

needs, whenever it needs it. This can,

however, also be a disadvantage as your

PR team answers to many departments

within your company.

ONLY ONE CLIENT – THE ORGANIZATION


An in-house PR team has access to

historical and confidential information

about the organization, making it easier

for them to develop appropriate

communication strategies.

COMMUNICATION STRATEGIES


HOWEVER

In-House PR Department usually don’t have enough time, staff or resources to have

full picture especially with a dynamic business & a dynamic market, They’re pulled

in many directions and may feel overwhelmed.

HENCE,

Having a PR agency is beneficial


BENEFITS OF PUBLIC RELATIONS AGENCY


Public relations is a great tool for

businesses to stand out from their

competitors through telling their story,

building their profile and reputation, and

communicating with their target audience.

COMPETE WITH YOUR COMPETITORS


PR Agencies supports corporate

organizations in building and shaping

their brand image and reputation using

different tools and tactics working in

conjunction with other elements of overall

marketing strategy, which might include

social media, events, CSR, etc.. This is

how organizations grow, with layers of

conversation about their product/services

over the years

BUILDING BRAND RECOGNITION


Agency knows how to speak a definite

language journalists speak. PR agency

enjoy established relationships with

journalists and news outlets. They offer

connections, contacts and interviews.

BRIDGE THE LANGUAGE WITH JOURNALISTS


Sales are not the only measurement of

ROI, A good PR agency is skilled in

using various tools to monitor and

measure the impact of campaigns, to

assess if a particular article or event had

the desired effect. PR Agency is well

positioned to help an organization to tap

into and manage all these sources that

ultimately impact the bottom line.

INCREASE YOUR ROI


PR agencies usually have the capability

to serve more clients using its different

departments with different skills and

backgrounds which also helps in

anticipating, analyzing and interpreting

public opinion, attitudes and issues that

might impact the operations and plans of

the organization.

AGENCY CAPABILITIES


AGENCY CONNECTIONS

PR Agency have strong connection due

to the number of clients they have , yet

they tend to provide generalized

understanding of the issue due to the fact

that they have too many clients. That is

where you need the In-House PR

Department to interfere since they have

the company-centric focus.


Sometimes it’s more helpful to have an

outsider’s perspective. An independent

agency will give you unbiased, objective

advice.

UNBIASED OPINIONS


A VARIETY OF EXPERIENCES

While your PR Agency may not be

physically located within the same four

walls – and has other clients to serve – it

also has experience and knowledge

about different kinds of projects and

circumstances. Whenever anything

comes up, odds are, your PR agents

have seen it before and know how to take

care of it.


TRENDS

PR agencies are typically on the cutting

edge of new trends to ensure their clients

receive the best, most innovative service.


A HAND IN A CRISIS

When a crisis hits, those closest to the

situation may act overly emotional or not

have the knowledge needed to handle it

adeptly. A PR Agency is equipped to

handle the media


MEASUREMENT

All PR activities performed by the PR Agencies can and should be measured, measurement is a key part of showing a return on investment. Although the idea of setting PR KPIs can feel a little intimidating at first, it isn’t that complicated once you document what you’re trying to achieve with your external communications, how those efforts positively support the business, and how you can measure that support. Setting PR goals can help setting KPIs which would help coming up with successful measurements.


THE SHEER NUMBER OF PEOPLE WORKING ON YOUR PR TEAM

Hiring an agency means you’re not just

getting the handful of people dedicated to

your account, but everyone at the agency.

The number of ideas and brainstorming

power on your organization’s behalf is

invaluable.

CONCLUSION

CONCLUSION

“IN-HOUSE PR DEPARTMENT & PR AGENCY ARE

PARTNERS AND ARE BOTH AFTER THE SAME THING,

THEY’RE JUST AT IT FROM DIFFERENT DIRECTIONS”

A company should try to combine both types of PR support. By having in-house and

an agency, you give yourself the best of both worlds. Each team can divide and

conquer so your brand stands out to your consumers.

IF I WAS DOWN TO MY LAST DOLLAR, I’D SPEND IT ON

PUBLIC RELATIONS

Bill Gates

two sides of a magnifying mirrorthe-next-2)/hala...two sides of a magnifying mirror while...

Documents