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Public Relations Is More Than Getting Ink
By David P. Kowal
Public relations practitioners have done a much better job for their clients than they have for themselves.
Most people, including those in the real estate industry, know that public relations firms write press releases and try to get
their clients "ink" in the local paper. Some even know that public relations firms hold lots of parties that they like
to call "special events." But there is a general lack of understanding about what public relations is and how it can
help a firm, and promote a product or even an industry.
According to Public Relations News, "Public relations is the management function which evaluates public attitudes,
identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a
program of action to earn public understanding and acceptance."
One reason the definition is ambiguous is that the field itself is broad. It includes public affairs, community relations,
investor relations, internal communications and crisis communications, to name a few areas of specialization.
If a builders association wants to affect public opinion about septic system regulations, it needs a firm with public affairs
experience. A large firm might hire a community relations manager to coordinate its corporate giving program. A publicly held
company's investor relations director communicates with analysts and shareholders. Internal communications specialists
coordinate programs to keep employees informed and to ensure that they are working to achieve corporate goals. Crisis
communications, which will be discussed in my next column, includes planning for a crisis as well as executing the plan. As
these areas of specialization show, the "public" in public relations can be the entire country or it can be a narrowly
defined market segment.
Regardless of the area of specialization, public relations includes four functions, which are outlined in the definition --
research, planning, implementation and evaluation. Research provides a framework for developing a strategic plan with carefully
defined goals. Once the plan is developed, it is implemented and then the results are evaluated. Public relations practitioners
like acronyms and call this process RACE, for research, action, communication and evaluation. It should really be research,
planning, communication and evaluation, but RACE is a pretty boring acronym.
Most of a public relations practitioner's time is usually focused on implementing public relations tactics, but if the plan is
not sound, the company's or client's goals are unlikely to be achieved, no matter how well the plan is executed.
Media relations is the public relations function most people think of when they hear the term "public relations."
Among other things, media relations practitioners develop media lists, write press releases, submit them for publication and
follow up with editors. Press releases should be used only when a firm has something newsworthy to report. Many firms think
their local newspaper will profile them because they're celebrating their fifth anniversary in business (yawn!) or because
they're an advertiser. In most cases, telling the editor you want coverage because you're an advertiser is the quickest way to
guarantee that you will not be covered.
Media relations also includes media training -- consulting with clients and teaching them how to respond to media inquiries and
interviews. The most important advice a media trainer can provide is to tell a client to be honest and to be prepared. Write
down a few talking points and try to focus the interview on those points.
Public relations firms also work with clients to develop by-lined articles, like this one. By-lined articles can be especially
effective for professional service firms, such as architects, engineering firms and property management companies, because they
provide tangible evidence of a firm's expertise in a given area. Once published, by-lined articles can be reprinted and used
effectively as marketing collateral.
These are a few ways that a public relations firm can get "ink" for your firm. But if you're using your public
relations firm only for publicity, you're not using the firm to your best advantage.
David P. Kowal is President of Kowal Communications, Inc. of Northboro, Mass. He can be reached at kowal@kowal.com.
PR stylist Jerrilynn B. Thomas specializes in upscale PR makeovers on micro-businesswomen whose previous PR strategies produced
poor results. Clients can request the High Power, Prestige or Posh PR Makeover. Assistance with throwing a business shower to
draw attention to their new business is available. Businesswomen can also request to have a magazine style business profile
written to shine the spotlight on their expertise. If you would like a PR makeover to make yourself more newsworthy, contact her
at pr@jerrilynnbthomas.com.
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