| Many business people are still under the impression | | | | convince the media to publish the information they |
| that the primary objective of public relations is to | | | | contain. |
| generate free advertising by pumping out lots of press | | | | Public Relations' Primary Objective |
| releases. | | | | The primary objective of a solid, effective PR program |
| Any good PR professional will tell you that this concept | | | | is to positively influence your many publics -- your |
| is false and wrongheaded for two main reasons: | | | | markets, legislators, analysts, reporters, editors and |
| * PR is not free and it never was free. A company | | | | many others. You want to cause them to maintain a |
| must pay someone or some agency a substantial | | | | positive impression of your organization and to follow |
| salary or fee to develop and execute an effective | | | | its activities. |
| public relations program. | | | | To accomplish this goal you must |
| * PR is not and never was advertising. | | | | * Cultivate positive relationships with your public. |
| Perhaps creating a press release and having the | | | | * Make sure the "news" about your organization that |
| media pick it up can be misconstrued as free | | | | you are generating is really interesting news that's |
| advertising -- especially if you score a few column | | | | worth covering. |
| inches in a reputable newspaper or trade publication. | | | | * Make sure your organization's actions will generate |
| How about that: you received a mention about the | | | | positive responses from your public. |
| size of a small advertisement in your local paper. But it | | | | What you should look for in an effective public |
| wasn't free and it isn't advertising. | | | | relations agency and in your company's in-house PR |
| And it's important to point out, when it comes to | | | | professional |
| strategic PR, that generating press releases and | | | | * A strategic public relations firm focuses on controlling |
| having them picked up by the media is one of the | | | | your positive reputation as seen by your many public. |
| low-ball elements of an effective PR program. | | | | * An effective public relations firm focuses on |
| The strategic objective of an effective PR program is | | | | developing your organization as the one your public |
| to manage your many different publics' awareness | | | | want to watch. |
| and opinion of your organization and its management | | | | * You want your PR firm to position your organization |
| team. | | | | with your public -- including the press and analysts and |
| PR is a focused effort to gain and maintain positive, | | | | your markets -- as a company to watch, work with |
| continuing relationships with the individuals and | | | | and buy from. And when they do follow you, work |
| institutions that influence your organization's specific | | | | with you and buy from you, they'll find an organization |
| sphere of existence. | | | | that's interesting, ethical, solid and valuable. |
| Press releases are the least convincing element in this | | | | And that's how they'll think about you and talk about |
| overall effort. Your customers and other publics know | | | | you. |
| you generated the releases and did your best to | | | | And that's what strategic public relations is all about. |