What are Public Relations and their main tools & techniques?

Public Relations

Jaspar Eyears

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In Another Company we like to define our main field of action, public relations, in a very simple but effective way: it is the administration of information between a company or individual and its target audiences.

However, in spite of the simplicity with which we define this part of what we do in Another Company, the concept is more complex and complete, due to the fact that it has a series of essential techniques that you must learn to apply in your company to achieve consistency and effectiveness after your investment. We analyze them below:

Public Relations Strategy

For us, a public relations strategy should be seen as a framework that outlines a series of tactics and activities that serve to position a brand in a specific light over time. But before defining it, you must establish your communication goals, such as consolidating or creating your brand's reputation or achieving brand positioning and differentiation.

Now, while public relations are not the same as marketing or advertisement, it is important for both to be integrated into your marketing plan. This way, they will help you achieve your business goals through the correct brand positioning to your main audiences. If you are doubtful about how to organize or implement such strategy, a group of specialists and public relations experts is always the ideal choice.

Brand’s Messages

Remember that, at the moment of creating the messages, you must always keep in mind your main goal, this is to persuade target audiences to take an specific point of view. Likewise, this goal must permeate in all your marketing communications to give results.

Your brand messages should reflect a particular communication tone that shows a common understanding with the brand. Such tone should speak to the communication media and audience.

Media Communication

We are not just talking about the typical press release, but also other types of multimedia content that inspire journalists, influencers and target audiences to speak in a positive way about the company.

And never leave aside the so called deskside meetings (1 on 1 direct meetings), which will boost the key values of your company.

Preparedness & Crisis Management

This aspect is key in any public relations strategy, but almost no one remembers it until the crisis is present.

We define this technique as a series of responses to deliver to the respective audiences in case of a negative situation associated with the company or an industry or business individual.

Click here to learn more about solving a public relations crisis.

Communication with your target audiences or market niche

When you build your public relations strategy it is very important to understand that you will not only talk to a sort of audience. You need to have a distinctive communication for each of the interested marketing niches, in order to inform and convince them of a certain point of view.

Another thing to consider is the participation within each marketing niche through your company‘s key representatives, in order to build relationships with them.

Media Analysis

The media is the message. How many times have you heard that phrase? Determining media, target audiences and key journalists that will help you position your business messages is key to build a particular brand image to your target audience.

But that's just the beginning: once the public relations strategy is implemented, brand and industry news needs to be reviewed to identify potential risks that may affect the company, as well as an action plan construction according to these risks, as we saw it in the crisis management bullet.

While the public relations concept is more complex than a simple definition, it is very important to have an agency that helps you define and implement each of these techniques in order to build your own particular strategy.