What are Public Relations in Marketing and how is it applied?
Public relations, or PR, exert great power in marketing, mainly because it encompasses all the actions of a company independent of its sector, with the aim of transmitting a clear, concise, transparent, positive and above all, trustworthy image and credibility with the different target audiences or communities related to the company. And what is your job? The team that represents the public relations department should establish and create stronger links, in addition to being almost obliged to keep all opinion leaders well informed of everything that happens in relation to the areas of interest.
To improve the positioning of a company, public relations must take into account business aspects such as:
Identity: It is the being of the organization, what characterizes it and differentiates it from the rest.
Philosophy: The overall objective of the organization, the way to reach it. Related to the mission, values, and vision.
Culture: It refers to the values that are fostered in the company.
Image: Representation that the organization wishes to build in the stakeholders with whom it is related.
Reputation: Mental representation that the public has about an organization based on experiences with this organization
Create, maintain and sell:
Other tasks that public relations are responsible for, is to integrate humanly organizations, so that in this way they can easily meet the objectives set, whether the positioning of a brand, or improve the perception you have of is.
When PRs are based on positioning, they help in the best way to create, sell, maintain and generate a positive image of the organization before different audiences, whether internal or external.
The search for success must be one of the basic objectives of public relations, in which specific groups, through different strategies, will feel, experience and develop a sympathy with the company, this through the creation and constant work of a positive organizational climate, which will surely increase the sense of belonging and participation of the public, But … how is good public relations management carried out then?
The first, friends, is to be clear about the objective and to know how to communicate it to our clients, in this way it will be promoted and worked for hand in hand to guarantee not only a good and comprehensive strategy but also that its correct execution is carried out in order to successfully reach the objective.
After having clear the objective, one should think about an assertive and effective communication strategy, in which all the possible marketing tools are used and, clearly, public relations, since the latter work a key element when it comes to communicate as-is advertising, corporate marketing, direct marketing, and marketing.
RR.PP, Marketing and advertising, together but not scrambled:
It is necessary to clarify that although PR, marketing and advertising can work hand in hand, they are not necessarily associated with the same objective, since the latter has a purely commercial purpose, but by working together, each one, from their area, must know how to emit clear and coherent messages. For example, the most common tools used by public relations are:
- The organization of events
- Social responsibility plans
- Relationships with communication media
The strategies employed in public relations are based on the search and creation of a positive perception of the brands that it encompasses. An interesting option that generates visibility to people and audiences that do not know the brand but are part of the target audience we want to reach, is the possibility of gaining coverage and different mentions from the media that consumes the public we want to reach.
Obtaining mentions in the media or achieving “free press” will always be considered as a useful and meaningful way to build a better reputation, increasing credibility and building a stronger positioning of the brand.
But of course, not all strategies can be based on a dissemination of content in the media, which although it can work and show results, there is no guaranteed periodicity in the media, unlike a marketing plan carried out under an action plan in which the client knows and demonstrates the quality, utility or benefits of their product or service and that the management is carried out that allows to differentiate the brand from its competitors.