| It's commonly assumed that PR means "press | | | | Press releases are often referred to as news |
| release" but this is misleading and frankly, not true. "PR | | | | releases. They are essentially one in the same. |
| does not = Press Release" although, press releases | | | | However, the term "News release" can be used when |
| are directly related to PR. Often people are unsure of | | | | the release is not intended solely for media distribution. |
| what PR, publicity and press releases really are. They | | | | For example: Online distribution of your news is a |
| are all related but each is different and has its own | | | | no-cost to low-cost way to establish credibility, help |
| function which works symbiotically with the others. | | | | customers find you online and increase your online |
| PR is actually an abbreviation for public relations. Press | | | | search engine rankings. So, the goal may not be |
| releases are a part of public relations and they | | | | mainstream media attention when you submit online |
| generate publicity but they are not PR (they are a part | | | | and it would be appropriate to use the term "news |
| of PR). At the same time, press releases may | | | | release" instead. Either way is perfectly acceptable. |
| generate good public relations. | | | | Basically press releases are both a public relations and |
| Are you getting confused yet? Let's simplify this by | | | | publicity tool depending on your overall strategy. |
| taking a quick look at the definitions of each provided | | | | Does your business have the three P's (public relations, |
| by the Wictionary (a great, open source dictionary) and | | | | publicity and press releases) covered? |
| Websters Dictionary (my hard copy favorite). | | | | 1) Do you have an overall Public Relations Strategy |
| By definition, Public Relations is communication by a | | | | that defines your brand, how you want people to |
| person or an organization with the purpose of creating | | | | perceive you and what you want to accomplish in the |
| a favorable public image; commonly referred to as PR. | | | | way of publicity? |
| So, in essence, Public Relations are really the | | | | 2) Do you create public relations materials to earn |
| strategies surrounding your overall business presence | | | | publicity based on a specific overall strategy? |
| and message. PR is the foundation that allows you to | | | | 3) Do you share your news via press releases, |
| be ready for publicity when it comes your way it's | | | | strategically in accordance to your overall PR plan? |
| your core message, business values and image. While | | | | If not, it may be time to start focusing on your P's |
| any form of communication can be considered public | | | | P.S. When writing this article I was looking for a great |
| relations including newsletters, ezines, letters, blog posts | | | | example to share from an article I had once seen in |
| and yes, press releases, they must all be a part of a | | | | Readers Digest- thanks to Shannon Cherry ( a fellow |
| much bigger PR strategy.). | | | | PR pro) for posting this excerpt on her blog. |
| Publicity is what is generated by public relations. By | | | | "If the circus is coming to town and you paint a sign |
| definition, Publicity is an act or device designed to | | | | saying "Circus Coming to the Fairground Saturday'" |
| attract public interest, specifically information with news | | | | that's advertising. If you put the sign on the back of an |
| value issues as a means of gaining public attention or | | | | elephant and walk it into town, that's promotion. If the |
| support. | | | | elephant walks through the mayor's flower bed, that's |
| When you create public relations (communications) it | | | | publicity. And if you get the mayor to laugh about it, |
| can generate publicity (public attention). Generally the | | | | that's public relations. |
| goal of publicity is to gain UNPAID media exposure | | | | If the town's citizens go the circus, you show them the |
| including ink (print exposure) and air (broadcast | | | | many entertainment booths, explain how much fun |
| mentions), increase word of mouth and get more | | | | they'll have spending money at the booths, answer |
| clients. Publicity is golden to your business because | | | | their questions and ultimately, they spend a lot at the |
| third party endorsements are more believable than | | | | circus, that's sales." |
| paid ads. | | | | - Reader's Digest, "Promoting Issues and Ideas" by M. |
| By definition a Press Release is an official written | | | | Booth and Associates, Inc. |
| statement that is sent to the media so that it can be | | | | What are your favorite PR strategies? Do you have a |
| publicized (although press releases are not crafted just | | | | PR plan? |
| for the media anymore). | | | | |