Public Relations is a strategic marketing tool, to manage communications between your company and the public.
It is used to maintain a positive image for your company in the press and is a way to address big questions, concerns or opinions from the public (or indeed from the Press itself).
It is also a very useful medium to publish important news, such as information about changes within the company, mergers, acquisitions, change of ownership – anything that needs a recognized, public forum to add credibility and weight to the news release.
With enough mutual trust and a good relationship with targeted publications, it is possible to submit articles of interest to the public which indirectly promote your products or services, and lead people back to your company website.
It can also be used to foster good will in the community. Charitable events or initiatives by your company which directly benefit the community can be made into great stories, and great stories get good coverage.
PR communications can also be done in the form of radio and TV interviews and information bulletins.
Online PR happens continuously with platforms such as Facebook, Instagram and Twitter allowing you to communicate directly with your selected public.
For the most part, Public Relations communications are “free”, and it should be the goal of every marketing plan to create as much unpaid-for exposure for your goods and services as possible.