A public relations plan is the interaction of a business with its customer base and prospective customers. This interaction can take various forms, including events such as trade shows, marketing promotio꧙ns, customer relations initiatives, and other such efforts in which the business and the public inꦡteract.

Public companies also have an 澳洲幸运5开奖号码历史查询:investor relations department for interactions witဣh their stockholders𝕴.

Is Public Relations the New Marketing?

Public relations is a catch-all term for the dissemination of newsworthy information to the media—niche magazines and trade journals, newspapers, radio, televisi🐲on, and the internet.

To maximize the sales potential of any business, large or small, a public relations program should be part of the 澳洲幸运5开奖号码历史查询:master marketing plan. Marketing is a vital compon🐓ent of a sustainable business. Generally, public relations is less expensive than advertising and is best used as a comple﷽ment to marketing efforts.

Advertising Expenses vs. Public Relations

Advertising expenses usually include a creative fee for copywriting, art, and model fees, along with💛 additional costs which can accumulate even before the costs of distributing the message through print, broadcast, internet, or 🍎billboard.

A public relations program can be less costly while still creating a major impact among both established and potential customers for a company's goods and services.

Effective public relations can increase sales, create a competitive edge over business rivals, and, eventually, improve profitabi෴lity.

Another aspect of public relations can be just as important. When things go bad for a company, such as a product recall, a major product liability lawsuit, bankruptcy, or other potentially damag𒀰ing situations, an effective public relations initiative can minimize or eliminate the negative fallout. In these cases, public relations is oft📖en called "crisis management."

The recent trend of major 澳洲幸运5开奖号码历史查询:advertising agencies buying global public relations firms or estab𝓀lishing full-servic🐻e public relations divisions within their agencies reflects the importance of public relations as a marketing tool on a par with traditional advertising

What Effective Public Relations Can Accomplish

The following are some of the positive outcomes of a successful pu🐠blic relations department:

• Attract attention to a company and raise its visibility in a competitive market niche
• Generate interest in and enthusiasm for a company's goods and or services
• Create buzz for new products or services through social media or in social circles
• Enhance the credibility of a company and polish its image
• Defuse a crisis, minimizing the potential damage

Public Relations and Publicity

Newsworthy public relations events can get publicity for a business. But the media ꧒must be informed of the event or occurrence. This is usually done by sending aꦐ news release or press release (the terms are interchangeable) to the media in which the information is intended to appear.

Newsworthy events may include:

• The introduction of a new product or service
• An executive's promotion or retirement
• The opening or closing of a manufacturing plant or retail outlet
• An 澳洲幸运5开奖号码历史查询:acquisition or sale of a subsidiary
• Company sponsorship of a charity event or fundraiser
• Funding college or university scholarships
• Demonstrations of new, complex products
• Free services for seniors, children, veterans, or any other special group to build traffic and introduce potential customers to a business
• Contests related to a specific business
• Special events tied to a specific business

Whatever the business, there are ways to 澳洲幸运5开奖号码历史查询:attract media attention to th𝓰e𒈔 company through an innovative public relations effort.

What Won't Get Publicity

Sales events are not public relations initiatives and are not likely to ♏get media exposure.

No matter how the sales events are promoted—clearance sales, 澳洲幸运5开奖号码历史查询:fire sales, bankruptcy sales, lost-our-lease sales, and the like are best publicized through advertising because editors wilℱl not, in most cases, regard these as news stories.

There are exceptions to the rule, like the coverage of Black Friday and Cyber♈ Monday sales by many websites and publications.

Writi꧃ng the Prꦚess Release and Contacting the Media

The n﷽ews release describing the planned public relations event may be written in-house by a regular employee. Or, a public relations consultant or agency may be hired to provide that service.

If the news release is written by an outside public relations consultant or agency, competitive price b❀ids may be solicited from several sources. There are several advantages to hiring an outside co๊nsultant or agency to handle the news release.

Where a Press Release Goes

If you're new to press relations, you may well wonder how to get your message out. Before the press release is even written, make a list of media you want to target. Telephone the media outlets and get the name, e-mail address, and phone number of the editors to whom the story will be sent.

A business-related stoꦅry like an executive promotion or a new store opening should be sent to the business editor.

A story that may appeal to ♋the public at large should be sent to the city editor or feature editor.

There are editors with similar functions at all media outlets, including internet sites. Releases should be sent via the U.S. 𒈔Postal Service with e-mail as a backup.

Crisis Management

Sometimes things go wrong for a firm. Serious problems such as a 澳洲幸运5开奖号码历史查询:product recall, a product 澳洲幸运5开奖号码历史查询:liability lawsuit, a strike, or a bankruptcy dam♓age the image of the company affected🍒.

Public relations experts who handle p🉐roblems such as these are called crisis managers. When there is a problem, a crisis management team may take t𒁃he following actions:

• Address the media and public as soon as possible without stonewalling facts or delaying disclosures
• Deal with the media and public with complete candor
• Retain competent legal counsel if necessary

The Bottom Line

Companies that understand public relations principles and employ them regularly may enjoy a competitive advantaꦿge over rivals that are not public relations savvy.

Among the beneficial results of strategic public relations are increased sales, increased customer traffic, a co♔ntinual buzz or talk about a company that is frequently mentioned positively in the media, and a shining image in the eyes of customers and potential customers.