PR 24x7

Of the four promotional mix options available to marketers public relations (PR) is probably the least understood and, consequently, often receives the least amount of attention. Many marketers see public relations as only handling rudimentary communication activities, such as issuing press releases and responding to questions from the news media.

But in reality, in a time when customers are inundated with thousands of promotional messages everyday, public relations offers powerful methods for cutting through the clutter.

A Word About Public Relations

A basic definition of public relations is to shape and maintain the image of a company, organization or individual in the eyes of the client's various "publics." What is a "public" exactly? A public, in PR terms, is anyone who ever has or ever will form an opinion about the client. Depending on the nature of the client's work, these publics could include clients, potential clients, voters, members of the local community, members of the media, students, parents of students, online fans groups, foreign citizens - the list is endless.

Public relations success requires a deep understanding of the interests and concerns of each the client's many publics. The public relations professional must know how to effectively address those concerns using the most powerful tool of the PR trade: publicity.

In many cases, the chief duty of the public relations professional is to draft press releases, which are sent to targeted members of the media. But to limit the scope of the public relations definition to publicity alone would be to underestimate the growing influence and reach of PR.

Today's public relations professional does much more than sit behind a desk faxing out press releases. More than ever, he's the public face of the client. It's the PR professional who organizes community outreach and volunteer programs. It's the PR representative who cultivates relationships with potential investors. And it's the PR executive who goes on the cable TV news program to answer the tough questions.

Broadly speaking, public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media. But today the role of public relations is much broader and includes:

•	Building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets.
•	Closely monitoring numerous media channels for public comment about a company and its products.
•	Managing crises that threaten company or product image.
•	Building goodwill among an organization's target market through community, philanthropic and special programs and events.