| Public Relations (PR) is an art. Some people say it's a | | | | organization to the members of its public that it relies |
| science. Others say it's a skill. Whatever people decide | | | | upon for success. It conveys their dedication and |
| to call it, there's one thing that everyone can agree | | | | branding qualities like no other. |
| upon: PR is crucial to success. | | | | Events also (can) encompass and cover the full use |
| In fact, the very definition of PR speaks directly to | | | | of marketing skills and capabilities, while creating the |
| success: positive interactions between a person, | | | | opportunity to get in tune and in touch with the |
| company, or organization and the members of its | | | | members of your public to find out what they think. |
| public that it relies upon for success. | | | | This is key because only they can confirm that your |
| While publicity is all about getting positive attention | | | | PR is working. |
| through the media, PR is all about maintaining it. | | | | According to Howard Bragman, who has represented |
| Both publicity and PR activities (a.k.a. campaigns) are a | | | | major companies and Hollywood celebrities, PR also |
| part of the overall "marketing mix." This mix consists of | | | | stands for perception is reality, and by rubbing elbows |
| various strategies that are created and used in the | | | | with the members of your public, you have the chance |
| scope of reaching one's marketing goals. | | | | to close the gap between perception and reality. |
| PR is primarily concerned with a beneficial message. | | | | Because publicity concentrates on the dissemination of |
| That message, and its comprehension, is critical to | | | | positive information through the media, PR's niche is |
| building, promoting, or improving relationships with a | | | | predicated on "interactions." It is rooted in face-to-face |
| particular audience. We see prime examples of this | | | | activities that (should) leave positive, influential |
| during presidential campaigns when candidates are | | | | impressions. |
| attempting to distinguish themselves and earn the trust | | | | Many people mistakenly refer to PR activities as |
| (and the votes) of the public. Clinton's theme song, | | | | "publicity events." While the mistake is innocent, it |
| "Don't Stop Believing," and Obama's message of hope | | | | distorts the purpose of such events - which is positive |
| illustrate this point. | | | | interactions. Remember, publicity is about attention, and |
| Before embarking on a PR campaign of any kind you | | | | PR is about conveying a beneficial message through |
| must know 1) what message you want to deliver and | | | | interactions. One does not attend an event or party |
| 2) what message you want people to remember. | | | | merely for attention...in most cases. |
| While publicity can generate instant "buzz" and | | | | PR thrives on interactive activities that are conducive |
| excitement, it's often short-lived if proper PR efforts | | | | to its goal. These activities can include, but are not |
| are not undertaken to ensure that the message not | | | | limited to, parties; contests; seminars; luncheons; outings; |
| only reaches, but is also understood by the target | | | | and anything that puts you in touch with the members |
| audience. | | | | of your public. Such PR activities are only limited by |
| One of the most effective strategies in communicating | | | | one's imagination and creativity. |
| and reinforcing messages in PR is events. Events are | | | | Whether you decide to conduct your own publicity or |
| enjoyed by everyone. When skillfully planned and | | | | PR campaign, just be clear on what the differences |
| executed, events emphasize and punctuate the | | | | and objectives are for both, and you will dramatically |
| beneficial messages of a person, company, or | | | | increase your odds of succeeding in either endeavor. |