What is PR (PR): differences from advertising and marketing

If you plan to develop a business or build relationships with clients, then you need to know what PR is. This tool helps improve your reputation, find clients and supporters.

In this article we will tell you why and who needs PR, how it differs from marketing, what methods and advantages it has.

What is PR and why is it important?

PR is the management of the relationship between a company or person and society. PR creates a positive image of a brand or person in the eyes of society and supports it.

PR stands for public relations. Translated from English - public relations. The term appeared in 1807 thanks to the third US President Thomas Jefferson. Of course, since then the understanding of PR and its methods have changed a lot.

Previously, public relations was associated only with public statements. They now include a wide range of strategies and techniques. PR is used in various fields by commercial companies, non-profit organizations and political structures.

PR works by creating associations among the audience. For example, Tesla is associated with technology and non-standard solutions, Red Bull with extreme sports and courage, Burger King with audacity and sharp jokes, Dove with natural beauty and tenderness.

It is impossible to imagine PR without a connection with emotions. It was she who helped companies stand out among competitors and be remembered by the audience.


So, what is PR activity? This is work aimed at creating a positive public opinion about a company or person. It includes writing press releases, interacting with journalists and bloggers, and organizing events. Functions of such activities:

• formation and maintenance of a positive image;
  
• improving communication with society and clients;
  
• recovery of reputation from crisis situations;
  
• increasing brand awareness and trust in it;
  
• creating a positive information background.
  

The objectives of PR depend on the company for which it is carried out. The goal remains the same - to maintain good relations with society.

PR and marketing

The terms PR and marketing are often used interchangeably, but this is incorrect. Marketing is aimed at promoting goods and services, its goal is to increase sales and profits. At the same time, the goal of PR is not to influence sales, but to indirectly influence business, increase customer confidence, and strengthen reputation. Other differences between strategies:

• PR is aimed at long-term results, and marketing is aimed at short-term results;
  
• PR is aimed at residents of the city or country, and marketing is aimed only at the target audience.
  

PR and marketing work in tandem and complement each other. Marketing promotes the product, and PR explains why the manufacturer is worthy of customer attention and trust.

For example, a company is introducing a new product to the market and wants the target audience to know about it. Marketers talk about the product and emphasize its benefits. They print flyers and banners, edit videos and show them on television, and pay for contextual advertising on the Internet.

And PR specialists work with public opinion and strengthen the trust of the audience: publish interviews with the head of the company in popular publications, organize free events for clients, politely respond to negative comments and objections on social networks.

Benefits of PR for business

 
PR is a powerful tool that benefits business. Its advantages:

• Increasing brand awareness. The company becomes more famous. Media coverage and online platforms lead to increased popularity.
  
• Formation of a positive image. PR helps create and maintain a positive impression.
  
• Strengthening customer relationships. You can build trusting relationships with your audience and partners. This helps with sales: 80% of customers say they buy from companies they trust.
  
• Crisis management. When a crisis situation occurs, a sound strategy can help reduce damage and restore trust.
  

PR is not an addition to marketing, but a key element of a successful business strategy.

Who does PR help?

PR is useful for any organization, company and person. Here are the main objects of PR activities:

• Government bodies. PR helps to talk about important government programs, overcome skepticism and mistrust of the population, and win the favor of citizens. This type of public relations is denoted by the abbreviation GR.
  
• Service companies. For beauty salons, law firms, restaurants and cafes, travel agencies, private educational institutions, construction companies and car services, PR strengthens customer trust and talks about the benefits.
  
• Manufacturers of goods. With the help of PR, manufacturers make their products recognizable and form an opinion about their quality.
  
• Startups. For new companies, public relations is a way to talk about a project, products and services, and attract the attention of investors and first buyers.
  
• NPO. PR helps non-profit organizations talk about social issues and attract volunteers and sponsors.
  
• Media personalities. With the help of PR, musicians, directors, presenters and actors remain popular and build lasting relationships with fans.
  
• Bloggers. Thanks to public relations, bloggers increase their audience and enter into cooperation with brands.

PR methods

Public relations includes a variety of tools and techniques aimed at creating positive relationships with the public. Let's consider what relates to PR:

• Working with public opinion. Collecting and analyzing reviews, conducting surveys and auditing social networks help to understand how people perceive the brand.
  
• SEO. Optimizing content for search engines improves your company's visibility on the Internet.
  
• Outreach. Working with bloggers introduces the influencer audience to the products and services of companies.
  
• Working with the media. PR specialists place press releases, interviews, publications and other materials on television, newspapers and online publications.
  
• Setting up paid advertising. PR specialists use advertising that promotes a brand unobtrusively and effectively.
  
• Preparation of multimedia materials. Videos, podcasts, and infographics attract attention and help convey information to the audience.

PR tools

PR tools can be divided into two categories: traditional and modern.

Traditional instruments

• Participation in events. Organization of conferences, exhibitions, meetings with clients.
  
• Sponsorship. Support for projects and initiatives.
  
• Publications in media. Placement of materials in newspapers, magazines, on television.
  
• Press releases. Information for news agencies about significant company events.
  
• Newsletters. Electronic newsletters with information about the company.

Modern instruments

• Social networks. Platforms for communicating with audiences, promoting content and receiving feedback.
  
• Blogs. Writing articles and creating useful content that attracts attention to the brand.
  
• Influencers. Collaboration with opinion leaders to promote the brand.
  
• Video. Videos and multimedia materials to attract attention.
  
• Podcasts. Audio format for communicating with the audience.

Types of PR

It is customary to divide PR into types, designating them by color:

• White. Traditional PR with reliable and truthful information.
  
• Black. Lies, deception, compromising evidence and other negativity. Often distributed anonymously.
  
• Gray. Data from unverified sources or unconfirmed information. For example, conclusions from questionable studies and surveys from unknown companies.
  
• Yellow. PR through gossip, scandals, intrigue in the media.
  
• Green. Promotion through caring for nature, eco-actions.
  
• Pink. PR with motivating stories about difficulties and overcoming them.

Why black PR is not a suitable method

An attempt to manipulate the audience can turn against the customer himself. Social networks and the media quickly expose black PR, and the negative consequences are devastating for reputation. Therefore, modern companies adhere to the principles of ethics and social responsibility. They try to be honest and transparent to clients and society.

PR Trends

New technologies and approaches are constantly emerging in PR. Trends of recent years:

• Artificial Intelligence. AI is used to monitor social networks, compile reports and other routine tasks.
  
• Virtual reality. VR helps create impressive PR campaigns. For example, virtual tours of a company’s office or excursions to a factory.
  
• Influence marketing. Cooperation with bloggers and opinion leaders.

Stages of a PR campaign

For a PR campaign to be effective, it is important to organize its work step by step. Here's an overview of the key steps to help you plan your work:

1. Defining goals and objectives. First, you need to figure out what you want to achieve through PR: increase brand awareness, increase trust, or get out of a crisis situation.
   
2. Concept development. At this stage, the main idea of ​​the campaign is created. It should be simple and understandable. You also need to determine how the audience will learn about the idea.
   
3. Content Creation. You need to write short and detailed texts, make infographics and videos.
   
4. Selection of communication channels. Determine channels for promotion: social networks, media, website.
   
5. Evaluation of results. After completing the campaign, evaluate its effectiveness.

Measuring PR effectiveness

PR specialists use the following metrics:

• Audience Reach. The number of people who saw or heard information about the brand.
  
• Mentions in the media. Number of publications dedicated to the company.
  
• Audience Engagement. Number of likes, comments and reposts on social networks.
  
• Customer growth. The number of new clients who came after the PR campaign.
  
• Changing the level of trust. Customer surveys, analysis of comments and reviews.

Conclusion

PR helps build customer confidence and stand up to competitors. Regardless of what kind of business you run, investing in PR is an investment in the future, because reputation remains the most valuable asset of any company. 

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