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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Understand what it takes to develop successful public relations campaigns
Effective public relations (PR) can help level the playing field between you and your competitors. You don't necessarily need a big budget to establish brand awareness and a positive reputation. With enough practice, anyone can learn to think like a PR specialist. Public Relations For Dummies helps you understand the mechanics of PR and gives you all the tools you need to succeed. This friendly guide gives you practical insights on using the many components of PR to create successful campaigns. You'll learn how to assemble a PR plan, create a budget, develop winning ideas, cultivate media contacts, create pitches, leverage social media and podcasts, secure public speaking engagements, and beyond. Plus, this new edition covers the latest technology for reaching more people and analyzing your results. No business jargon in this book—just clear, simple information and advice on making PR work for you.
- Understand the purpose and process of public relations management
- Choose the right PR tactics to meet your specific goals
- Use social media, including TikTok, to your advantage
- Connect with people who can help you build your brand's reputation
This Dummies guide is great for small business owners and people who want to learn more about doing PR for larger companies. Nonprofit organizations and influencers will also love these tips on getting noticed.
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Veröffentlichungsjahr: 2025
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Public Relations For Dummies®
To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Public Relations For Dummies Cheat Sheet” in the Search box.
Table of Contents
Cover
Title Page
Copyright
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond This Book
Where to Go from Here
Part 1: PR: What It Is, How It Works
Chapter 1: Understanding the Power of PR
Recognizing Who Needs PR
Beyond Stunts: Identifying the Real Value of PR
Addressing the Relationship between PR and the Media
Publicity Plus: Exploring the Many Components of PR
Understanding What PR Isn’t
Identifying Key Audiences That PR Can Reach
Recognizing When PR Is the Missing (or Weak) Ingredient
Chapter 2: Breaking Down the PR Process
Pre-Planning Steps for a PR Plan
Working Out the Plan Details
Devising Winning PR Concepts: The Four Essential Elements
Sharpening Ideas to Form Creative Promotions
Assessing PR Ideas: Will It Work?
Controlling Time and Chance
Chapter 3: Working with PR Professionals
Getting Professional Help
Getting the Most out of Hired Help
Part 2: Brainstorming and Thinking Creatively
Chapter 4: Setting Up Your PR Team and Program
Picking the PR Team
Defining the Scope of Your Authority
Integrating PR with the Rest of Your Business
Setting Up the PR Command and Control Center
Targeting Your PR Efforts
Chapter 5: Formulating Ideas
Giving New Ideas a Chance
Creating Profitable PR Programs
Finding Other Ways to Turn on the Light Bulb
Chapter 6: Using PR Tactics
Going Where the Cameras Are
Creating a Tie-in to a TV Show, Movie, or Web Series
Spotlighting the Product
Staging a Contest
Working for a Worthy Cause
Tying to a Holiday
Conducting a Survey
Staging an Event
Making Them Laugh
Waging a Trade-in Campaign
Creating a Character
Using Viral Digital Marketing
Part 3: Putting the PR Wheels in Motion
Chapter 7: Broadcasting to Your Audiences across Key Channels
Meeting Internal Needs: Creating Internal Communications Channels
Updating Investors and Stakeholders
Posting Content: How Often Is Key
Using Digital Newsletters as a Marketing Tool
Leveraging Social Media to Talk Directly to Your External Audiences
Considering Other New Media Channels: Blogs and Podcasts
Chapter 8: Putting Your Message in Writing: The Press Release
Writing a Press Release That Gets Picked Up by Media
Putting News in Your News Releases
Using a Press Release Checklist
Distributing Press Releases
Chapter 9: Writing and Placing Feature Articles
Getting Exposure in Feature Articles
Selecting the Right Medium
Making the Initial Contact
Writing a Pitch and Article Proposal
Writing an Introductory or Subject Matter Expert Pitch
Getting the Editor’s Go-Ahead
Chapter 10: Leveraging Speaking and Thought Leadership Opportunities
Reaching Key Audiences through Public Speaking
Preparing and Delivering Your Presentation
Utilizing Visual Aids
Capturing Attendee Information for Your Prospect Lists
Part 4: Choosing the Right Medium for Your Message
Chapter 11: Getting Your Message Out
Compiling a Personal Contact List
Developing Targeted Media Lists
Pitching to the Media
Getting to Know Global PR
Selecting PR Media
Turning the Press into a Client
Breaking through the PR Clutter
Following Up: The Media Blitz
Working Your ABC Lists
Separating Advertising and Editorial
Chapter 12: Navigating the Media
Meeting the Press
Becoming Savvy with Interviews
Chapter 13: Tuning Into Traditional TV and Radio
Understanding TV and What Makes It Different
Sorting Out the TV Shows
Targeting a Specific Show for Your PR Campaign
Pitching Your Story to Producers
Examining the Ins and Outs of Radio
Building Your TV and Radio Media Kit
Making a Pitch for Yourself
Preparing for Airtime
Making a Good Impression during the Interview
Leveraging Your Media Appearances After They’ve Aired
Chapter 14: New Media: Streaming, Social, Podcasts, and Beyond
Exploring New Media: What It Is and Why It’s Taking Over
Focusing on Streaming Options
Looking At Livestreaming
Creating Short-Form Video Content
Exploring Webinars, Virtual Events, and Digital Spaces
Chapter 15: Turning Your Story into News
Cracking the Journalists’ Secret
Knowing What Not to Do
Catching an Editor’s Eye
Using a Hook to Snare Attention
Chapter 16: Crafting Your Digital Identity: Social Media and More
Interacting with Your Audiences: The Where and Why
Tapping into Social Media
Crafting Brand Identity across Other Forms of New Media
Developing a Social Media–Friendly Website
Understanding the Three Cs of a Successful Digital Strategy
Chapter 17: Grasping New Technology
Looking At New and Emerging Technology
Recognizing the New World of AI
Exploring the Future with Web3
Understanding the Metaverse
Part 5: Creating Buzz
Chapter 18: Getting Hits from Buzz and Viral Marketing
Differentiating between Buzz Marketing and Viral Marketing
Examining the Effectiveness of Buzz Marketing
Boning Up on Basic Buzz Techniques
Determining the Right Moment for Buzz
Generating More Exposure with Buzz Marketing
Identifying Brand Evangelists and Critics
Leveraging Influencer Marketing for Maximum Buzz
Measuring and Tracking Buzz
Meeting the Legends of Buzz
Chapter 19: Staging Publicity Events
Drawing Crowds and Gaining Publicity
Setting a Budget and Figuring the Cost
Controlling Event Costs
Determining Your Event’s Theme and Concept
Planning the Event and Logistics
Publicizing Your Event
Measuring Event Results
Chapter 20: Spotting and Seizing Opportunities
Remember the Importance of Timing
React to Current News and Events
Look for an Opening
Get Messages Noticed Quickly
Chapter 21: Knowing What to Do in a PR Crisis
Defining a PR Crisis
Developing a Crisis Management Plan
Examining the Art of the Apology
Remembering the Rules in a Crisis
Demonstrating Care and Compassion
Thinking of Every Crisis as a Red Alert
Managing a Crisis with Success
Chapter 22: Evaluating PR Results
Measuring by Advertising Equivalency
Making Media Impressions
Using Key Message Points
Market Research Isn’t Always the Answer
Watching the Word Spread: Hiring Clipping Services
Measuring Inquiries and Sales
Taking the Long View of PR Success
Demonstrating Viability of the PR Department (Even in a Crunch)
Part 6: The Part of Tens
Chapter 23: Ten Myths about PR — Debunked
PR Can Be Put on Pause
PR Is Necessary Only in a Crisis
PR Is about Your Contacts and Who You Know
PR Is about Being Pushy
PR Should Defer to Marketing for Strategy and Messaging
PR Doesn’t Take a Lot of Time
The Right Story Sells Itself
You Have to Cast a Wider Net to Get More Opportunities
PR Can Control What Journalists Publish
Brands Should Play It Safe
Chapter 24: Ten Steps to Better PR Writing
Organize and Outline
Know Your Reader
Nail Down What You Want to Say
Power through Writer’s Block
Shun Jargon and Talk Like an Actual Person
Be Concise
Keep It Simple
Be Specific
Include Supporting Information
Be Consistent
Chapter 25: Ten Things You Should Never Do in PR
Lie or Mislead
Stonewall
Procrastinate
Be Inaccessible
Offer a Bribe
Turn Up Your Nose
Bore People
Be a “No Man”
Sacrifice Long-Term Relationships for Short-Term Results
Behave Unethically in PR
Appendix: Recommended Resources
Associations
Industry Publications
Books
Media Database, Monitoring, Analytics, and Distribution Services
Newswires
Index
About the Authors
Connect with Dummies
End User License Agreement
List of Illustrations
Chapter 6
FIGURE 6-1: Message-in-a-bottle release for Jose Cuervo.
FIGURE 6-2: Valentine’s Day aphrodisiacs press release.
Chapter 8
FIGURE 8-1: Press release with feature-style lead.
Chapter 9
FIGURE 9-1: A follow-up pitch.
FIGURE 9-2A: This pitch and outline (see Figure 9-2b) got an immediate go-ahead...
FIGURE 9-2B: Outline that accompanied the query letter in Figure 9-2a.
FIGURE 9-3: Sample pitch for a product story.
FIGURE 9-4: Pitch for IKEA.
Chapter 13
FIGURE 13-1: Sample media alert announcing an event.
FIGURE 13-2: Pitch letter for an event.
Chapter 15
FIGURE 15-1: A ho-hum, dead-end press release.
FIGURE 15-2: Editors look for an unusual hook or angle, such as the “unique zip...
FIGURE 15-3: New product release with a news angle (environmentally friendly tr...
FIGURE 15-4: This press release got my client, Posit Science, national news cov...
Chapter 20
FIGURE 20-1: Progressive Boat Insurance “Keys Please” press release.
Guide
Cover
Table of Contents
Title Page
Copyright
Begin Reading
Appendix: Recommended Resources
Index
About the Authors
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Public Relations For Dummies®, 3rd Edition
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Introduction
Whoever you are, wherever you are, public relations directly impacts your life.
If you’re a small-business owner, emerging influencer, early-stage startup founder, or aspiring entrepreneur, PR helps level the playing field between you and your bigger, wealthier competitors. You may not be able to afford a 30-second commercial during the Super Bowl, but if you launch a football-themed social media campaign that goes viral before the Super Bowl, you can get publicity on the front page or something that goes viral based on your PR savvy.
If you’re a corporate manager or executive, you’ve seen ad costs skyrocket, priorities shift away from print and television in favor of digital, and social media transform how you interact with consumers. With an effective public relations program, you can communicate with your target market more often and effectively, not less, without increasing spending.
And if you’re a consumer, public relations plays a role in your habits, spending, and the formation of your opinions often without your even being aware of it. Did you know that half or more of everything you read, see, and hear almost anywhere online was put there through the actions of a public relations manager or a PR firm? PR has an enormous impact on the information you get every day of your life.
I wrote this new edition of Public Relations For Dummies precisely because I know that PR isn’t magic — it’s a skill that can be mastered like any other — and that a do-it-yourself approach isn’t only viable but also sensible for many businesses and entrepreneurs. What Wilford Brimley said about Quaker Oats applies equally to doing your own PR for many readers of this book: “It’s the right thing to do.” And just as eating a nutritious breakfast is the right way to start off your day, this handy guide shows all you PR DIYers out there the right way to start making PR work for you.
The key to getting media coverage is to offer them a story that they can’t resist. The two key elements are an understanding of the marketing message and the ability to think creatively in terms of PR campaigns. You already understand your business’s market, and I’m convinced that, with enough practice, almost anyone can think more creatively. The mechanics of PR — and a lot of sample campaigns to inspire you — are laid out in this book, so you already have everything you need to do your own PR, and you don’t need to hire an agency if you don’t want to.
About This Book
You can think of this newest edition of Public Relations For Dummies as “your PR agency in a box.” This edition gives you all the tools you need to do your own PR — ideas, checklists, forms, documents, and resources — presented in a clear, easy-to-use package. With this book, you can get your product or service featured whenever and wherever you want — in newspapers, magazines, and trade journals; on TV, radio, podcasts, and social media — so that people find out about what you’re offering and come to you to buy it. The result? More fame, recognition, awareness, inquiries, orders, sales — and money!
Can you do your own PR? Yes. Thousands of small- and medium-sized businesses conduct successful PR campaigns every day, for pennies on the dollar compared to what they’d pay for a similar amount of advertising. Large corporations also are doing an increasing amount of PR in-house. This book helps you succeed on your own. You don’t need me, my PR agency, or any other PR agency, if you’re willing to put in the effort and follow the simple guidelines presented here.
In this new edition, I discuss:
The importance of online media in PR
How to get your message out on blogs, podcasts, and social media
What the changing media landscape looks like
How to take the reins of new and emerging technology like AI and blockchain
How to leverage buzz, viral, and influencer marketing
What to do in a PR crisis
Foolish Assumptions
Whether you want to put out a single press release to announce your grand opening or plan an ongoing PR campaign, I make the following assumptions about you as I wrote this book:
You may plan on keeping your product name in the public eye for many years to come through your own efforts.
You may prefer to have someone do your PR for you.
You may have a big budget and special contacts with the media.
You may have a small budget and no contacts with the media.
You may have little or no experience.
You may have substantial experience.
You have a desk, a computer, and your wits — this book supplies most of the rest or tells you where to get it.
Icons Used in This Book
As if this book weren’t already easy to use, I also include some icons that flag different pieces of information for you.
This icon marks important items you don’t want to forget.
This icon points out special tips and insights.
The icon warns you about potential mistakes you want to avoid.
The icon highlights best practices — things you should regularly do as a PR practitioner.
Beyond This Book
You can discover more information, including the book’s Cheat Sheet, at www.dummies.com. Just search for “Public Relations For Dummies Cheat Sheet” for details that you can refer to again and again. You can also find two bonus Part of Tens chapters there.
Where to Go from Here
You may use this book to create the one or two PR programs you want to do, execute them, and get great results — and that may be it. That’s okay, and it’s the beauty of PR. With its low cost and the ease with which you can do your own PR without professional help, even a single PR effort can generate tremendous returns, paying back your investment in this kit a hundred times over.
You can read through this book, start to finish, or you can start with the chapters that interest you the most. It’s up to you. I suggest you flip through the Table of Contents or index, find a topic that piques your interest, and head to that chapter.
My hope is that your newfound enthusiasm for the PR process spurs you to try more and more of the ideas and strategies presented here. When you do, you’ll magnify your results, make your company famous, and get more business than you can handle. What a nice problem to have!
I also hope you aggressively embrace and pursue the many PR opportunities available to your organization on a regular basis. Why pay the media a fortune every time you want them to carry your message with a paid advertisement, when in essence you can get them to do all your advertising for you absolutely free?
The bottom line: PR can communicate your company’s message and help you achieve your marketing objectives at a fraction of the cost of paid advertising. Any business or organization that sells or markets but doesn’t take advantage of the incredible leverage of free publicity is pouring marketing dollars down the drain. But it’s never too late to start. So dip into this guide, put the ideas to work, make your organization or product famous, and get rich. If you become a millionaire or celebrity in the process, more power to you!
Part 1
PR: What It Is, How It Works
IN THIS PART …
Discover the power of PR and realize that it’s more than just publicity stunts.
Understand who needs PR and why.
Gain an understanding of how PR and the media work together.
Master the four Ps of marketing.
Discover when to use PR.
Understand the ever-evolving role of PR in media and marketing.
Become proficient in working with PR professionals.
Define your PR goals.
Chapter 1
Understanding the Power of PR
IN THIS CHAPTER
Defining public relations
Discovering who needs PR
Exploring what a PR professional does
Examining the differences between PR and advertising
When I was a young man of 24 and almost a complete beginner at public relations, I got my photo on the front page of USA Today with a feature story about the 1985 baseball strike. That piece put my then-fledgling PR firm on the map, so to speak, and helped advance my career in PR.
At the time, no one had heard of my agency or me, and I had no press contacts with USA Today — or any other major media. That lack of contacts could easily have become a major stumbling block for my PR firm: The agency did good work, but larger corporate prospects would naturally — and in my opinion, naively — ask, “Who are your media contacts?” When I confessed that I didn’t personally know the editor in chief of the New York Times and wasn’t invited to Oprah’s dinner parties, potential clients could have easily lost interest and chosen other firms. This problem was one I wanted to solve as quickly as possible.
So how did I get USA Today to put my picture on the front page? At the time, an MLB strike was the news of the day. My partner and I issued a press release and called the media to announce that we had formed a new organization, called Strike Back, to protest the baseball strike. The premise was simple: After the strike, we’d boycott a day of games for every day the league failed to negotiate a deal.
Did I do this for the love of the game? Yes — partially. But it certainly wasn’t lost on me that turning ourselves into a national news story would (1) demonstrate the type of PR we practice, (2) showcase our ability to get media exposure, and (3) attract new business. USA Today was the first big media placement for my agency, and it got potential clients to pay attention to the new kids on the PR block.
This anecdote illustrates four basic PR principles that form the core of my agency’s philosophy and the how-to PR techniques in this book:
You have to be different.
The media and the public are drowning in information but starved for amusement. Conventional publicity strategies get lost in the noise. You have to find a creative way to stand out from the crowd and get noticed: Strike Back is just one of dozens of examples of this in practice illustrated throughout this book.
You have to be authentic.
You can’t simply be different for the sake of being different. You have to pin down who you are, what you believe in, and what makes your company or client unique. That’s how you define a brand and find your spark. Then own it and stay true to it.
Getting publicity is great, but it’s a waste of time and money if it doesn’t help you achieve your business objectives.
If getting on the front page of the
Wall Street Journal
doesn’t help you make more money or increase your company’s market share, is it really worth the trouble? In the case of Strike Back, the campaign did achieve a specific objective: getting corporate PR clients to take my PR firm seriously and hire us, despite the fact that we had fewer clients, fewer years of experience, and a fraction of the media contacts of the big PR firms.
You don’t have to have media contacts to get big-time publicity.
Strike Back perfectly demonstrates this principle — and it helped my firm convince potential clients that contacts weren’t nearly as important as ideas. A creative idea, a clear marketing goal, and effective implementation are what count. You don’t have to know the hosts of
Good Morning America
to get on the show; you just have to come up with an idea that will interest the show’s producers.
This chapter serves as the jumping-off point to the world of public relations and how you can get all the publicity you need to achieve your business objectives — without making public relations your full-time job (though maybe you’ll want to after you finish this book).
Recognizing Who Needs PR
If you have all the business you’ll ever want, are rich beyond the dreams of avarice, and don’t care what others think of you, you may not need public relations.
A crisis is an obvious exception. A lot of my work as a PR professional is in response to clients who have an immediate PR crisis to solve, like a negative customer experience that goes viral or a toy posing an unexpected safety risk to children because of a product defect. And the thing about crisis planning is that it’s something you need to do before you have a crisis. So in many cases, even if your sales are skyrocketing and you don’t need to promote yourself, you may want to engage in PR activities to prevent negative publicity or correct any bad press that comes your way. (See Chapter 21 on crisis management.) Other broad reasons a business or person may want to use PR include
To grow the business
To win over investors
To increase sales
Doctors, lawyers, creators, artists, restaurant owners, real estate agents, and practically every other type of professional can use public relations to promote their businesses. PR is effective in virtually every category, from construction to technology to fitness, wellness, and beauty to retail, healthcare, insurance, tourism, real estate, and investments. Every type of business stands to benefit enormously from the power of PR.
Here are a few benefits to using PR:
Its ability to further a business’s long-term goals:
PR can help take a business from where they are now to where they want to be six months, a year, or a decade from now. Good PR can turn marginal businesses into profitable ones and ordinary folks into millionaires.
Its efficient use of resources
: PR is
earned
media and can therefore get your business in a publication at a fraction of the price it would cost for ad space. If a business has an unlimited advertising budget and it won’t miss the money spent, it can probably get its message across without relying on the subtler medium of PR. That doesn’t mean it
shouldn’t
use PR as part of its marketing mix, however: Many clients find that a relatively modest investment in PR greatly extends the reach of their total promotional program.
Its incredible ability to meaningfully connect with audiences, sway minds, and influence public perception:
In this regard, PR is far more effective than paid media.
Cost is one of the great appeals of PR to both small businesses and large corporations alike. Small businesses with limited budgets simply can’t come close to matching the ad budgets of larger competitors. PR can help them level the playing field and get the same or better promotional bang for a lot fewer bucks.
As for the big companies, if you work for one, you know that getting more money in the marketing budget can be an uphill battle. With PR, you can achieve the objectives senior managers want even if they don’t give you the money you think you need to do it.
Beyond Stunts: Identifying the Real Value of PR
Publicity stunts can be a lot of fun. They’re exciting, flashy, and full of spectacle. But in reality, they’re just a small part of what PR entails. PR does, of course, include headline-grabbing stunts and star-studded events. (See Chapter 19 for more on staging publicity events.) But the real meat and potatoes of PR isn’t about celebrities and big budget extravaganzas.
In fact, that’s the easy part of public relations. The true value of PR is its ability to solve real-world marketing problems for any product, service, organization, brand, or public figure. For instance, if your sales are inconsistent — with big jumps during marketing pushes followed by prolonged slumps — you need to find a way to increase the frequency of marketing efforts without having to spend a whole lot more money. PR is perhaps the best means of getting your message out on a continual basis and eliminating periodic sales slumps, and you can do it without having to significantly increase your marketing budget.
With enough creativity, PR can work for any and every industry, from florists to funeral directors, software to soft serve. Any organization or individual with a message to deliver or a goal to achieve can benefit from PR. Indeed, the real magic of PR is in its practical applications for everyday businesspeople. You don’t even need a communications degree or special certification to practice PR.
You don’t need a flashy or unusual product to gain publicity; you just need a creative idea that meets two criteria:
It’s newsworthy.
It communicates the marketing message.
Creative PR, with proper execution, can work wonders for manufacturers, creators, distributors, retailers, tradespeople, service companies, and professional practices in any industry. The chapters in Part 2 delve deeper into creative thinking, but here’s a quick example.
For example, British Knights wanted a way to sell more of its sneakers to kids. As a seasonal promotion, the company sent out press releases announcing an unusual “Summer Exchange” program: Parents who were concerned that their kids were spending too much time indoors watching TV and playing video games, rather than playing outdoors, could mail British Knights their TV remote control and receive in return a brand-new pair of British Knight sneakers. (The remote control was mailed back to participants with the sneakers at the end of the summer.)
In another successful PR campaign, British Knights sponsored a World’s Smelliest Socks Contest. The top ten winners — individuals who sent in the stinkiest socks — won free British Knights sneakers for three years.
Joseph J. Kelley, a speechwriter for President Dwight Eisenhower, once said, “There is a kernel of interest in everything God created.” How true! Every product or service, no matter how mundane, contains a PR hook or angle if you think creatively. Even sneakers.
Addressing the Relationship between PR and the Media
PR is what’s known as earned media, whereas traditional advertising is paid media. Publicity isn’t simply free advertising though — it’s legitimate news. By alerting the media to newsworthy events, products, services, and people, you can prompt a journalist (a reporter, editor, producer) to cover everything from the opening of a new restaurant to the launch of a new product, from groundbreaking scientific discoveries to the makings of the latest trend.
In the early days of public relations, many PR practitioners held the belief that their job was to get the client’s name in the papers as prominently and frequently as they could. George M. Cohan, the famous composer, knew how PR worked. “I don’t care what they [the media] call me,” he said, “so long as they mention my name.” Actress Katharine Hepburn gave that idea a twist, remarking, “I don’t care what is written about me so long as it isn’t true.”
According to the Public Relations Society of America (PRSA), public relations is “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Yet another definition states, “Public relations is the business of creating public opinion for private advantage.” At my PR agency, Ericho Communications, we think of PR in more straightforward, practical terms: strategically using earned media to achieve a client’s marketing objective. By practicing what you find in this book, you can use PR to communicate your message, build your brand, tell your story, influence public perception, motivate desired behavior, and generate greater revenues and profits.
Instead of paying for billboards, ad space, or airtime, PR practitioners persuade the media to cover stories that promote their clients’ goals — whether it’s to attract venture capital for a tech startup or help a pizza chain sell more pizzas. Those with a more cynical view of PR might say that PR practitioners exploit the media on their clients’ behalf. But strictly speaking, that isn’t true, because it’s the media — not the publicist — who is the final judge of what makes the news.
More accurately, public relations is, at its best, a win-win partnership among publicists, the clients they promote, and journalists. Here’s how that partnership works:
Journalists have too much to do and not enough time to do it. Every day, they must fill pages or airtime with stories that interest, entertain, and inform their readership, viewers, or listeners. The deadlines are too tight, and the editors and reporters are overworked.
Publicists step in and help by providing what journalists need — ideas, information, interviews, and even ready-made stories — in abundant supply and absolutely free. The media choose from among the press releases and pitches, use the most newsworthy and relevant to inform stories, and discard the rest — with no obligation to the publicists who supply the releases. The media can identify stories, access sources, meet deadlines, keep their audiences informed and entertained, and thereby deliver a large audience to their advertisers. (To find out how to write press releases and pitches that interest the media, see Chapters 8 and 9.)
Publicity Plus: Exploring the Many Components of PR
Public relations is more than just pitching stories to the media or sending out press releases. The PR umbrella covers a wide range of activities, all of which are concerned with communicating specific messages to specific target audiences. Broadly, the PR person (or team) is responsible for managing communications between their company or client and the public.
Public relations typically encompasses the following:
Research:
You have to thoroughly understand not only your company or clients, but also your industry, competition, customers and potential customers, public opinion, and the media landscape. What do you offer that is unique or special? What are customers looking for? And how well do you fill those needs? Market research and an internal company audit are the starting points of successful PR programs. (For more on the research and audit processes, see
Chapter 2
.)
Strategic planning:
Define each target audience, your marketing objectives for that group, and the messages you must communicate in support of those marketing objectives (see
Chapter 2
).
Publicity:
For most small businesses, the central PR activity is publicity — getting visibility for your products, the company, and company leadership in print, digital, and broadcast media. I define
publicity
as proactive management and placement of information in the media used to protect and enhance a brand or reputation. Simply put, this means getting press. (See
Chapters 13
through
16
for more specific details.)
Community relations:
Recently, I saw a news report about local residents protesting a big retail chain that wanted to build a store in their town because it would destroy a popular wooded area with a pond. That chain has a community relations problem in that town, and the PR professional’s job is to find a favorable solution that will get the store built while preserving the store’s goodwill with its future neighbors and potential customers.
Government relations:
Community relations can also involve relations with a local government. With that in mind, PR people are often called upon to help companies improve their relationships with local, state, federal, and even foreign governments.
Internal relations:
Employees are a brand’s internal audience. Good employees are hard to find, and high turnover is incredibly costly for a business. A good PR program can help improve employee loyalty, morale, engagement, and retention.
Investor relations:
Emotion and public perception have the power to send stock prices soaring or plummeting. Investor relations is the aspect of PR that communicates the company story to stock analysts and other financial professionals.
Stakeholder relations:
A
stakeholder
is anyone or any organization that holds a stake in how well your company performs. A key vendor is a stakeholder; rumors that you’re financially shaky may cause them to restrict your credit terms. Other key stakeholders can include top consultants, board members, your bank, suppliers, sales representatives, distributors, and industry influencers.
Social responsibility:
When a company promotes a cause or gives to charity, it wants to not only do good but also raise awareness and be recognized for its contribution. PR specialists can help you promote a good cause and also get maximum publicity and goodwill from the time, effort, and funds a company uses to make a difference.
Communications training:
In large corporations, PR specialists may spend a lot of time coaching senior executives in speaking with the media, appearing on TV, and other critical communications skills. The specialists may also advise the executives on strategy for day-to-day PR as well as PR crises.
Understanding What PR Isn’t
Public relations is a business tool that often gets confused with marketing and advertising, two related but very distinct activities. In the following sections, I clear up the differences for you.
Examining the Four Ps of marketing
Marketing is typically defined by the Four Ps — product, price, place (channels of distribution), and promotion:
Product
refers to the physical product and its packaging. With many products — fruit juice, for instance — the packaging is a key product differentiator: Juice boxes are a separate product category from frozen concentrate. Service can also be an integral part of a product. For example, L.L. Bean once gained widespread attention by publicizing its lifetime guarantee on everything it sold (a policy it discontinued several years ago to the dismay of many loyal customers).
Price
is what you charge for the product.
Place
refers to channels of distribution — in other words, where the product is sold. Do you sell at a brick-and-mortar retail store or online? Do customers buy the product directly from you or through a distributor or third-party retailer?
Promotion
consists of advertising, sales promotion, personal selling, and, of course, public relations.
Public relations is a key part of promotion under the larger umbrella of marketing.
Paying for advertising while PR must be earned
Several characteristics separate public relations from advertising, but the most fundamental difference is this: Advertising is paid, public relations is earned. When you run an advertisement for your company, you pay for the space; when your press release prompts a newspaper to write an article about your company, you don’t pay for that coverage.
Of course, PR isn’t absolutely free of cost. Your PR staff or your outside PR agency has to be paid for their work. But compared to the megadollars of advertising campaigns, PR is quite a bargain. Many small and medium-size businesses that can afford only limited advertising (with limited results) can do much more with PR — and get far better results — all on a fraction of the budget they’d spend on paid advertising.
Another important distinction between PR and advertising is credibility. Advertising is clearly identified in the media as a paid promotion — readers and viewers know that it’s a promotional message paid for by a sponsor. Publicity, by comparison, isn’t identified as a paid promotion. Even though a story about a product or organization may have resulted from a PR campaign, the article or report never acknowledges that fact. Because of this, earned media carries more weight and credibility with most audiences. (After all, which are you more likely to believe: an ad from a company saying their product is the best or an article written by a journalist comparing and ranking different products?)
THANKS FOR THE LOUSY PRESS COVERAGE!
Clergymen across the United States denounced legendary stage actress Sarah Bernhardt (1844–1923) as the “whore of Babylon,” which, much to their dismay, generated massive attendance at her performances. After a Chicago bishop delivered a particularly critical speech against Bernhardt, which was widely reported in the press, the actress sent him a $200 check along with the following note, as recounted by Clifton Fadiman in The Little Brown Book of Anecdotes: “I am accustomed, when I bring an attraction to your town, to spend $400 on advertising. As you have done half the advertising for me, I enclose $200 for your parish.”
In addition to cost, some key differences between PR and advertising include
Control
Repetition
Credibility
Audience
Timeline
Sometimes these distinctions mean an advantage for PR, sometimes not. The following sections examine these differences in greater detail.
Control
When you advertise, you have almost total control over the content, format, timing, and size of your message. You specify how big your ad is and when it runs. You write the copy and design the layout, and your material appears exactly as you created it. With PR, on the other hand, you have almost no control over the content, format, timing, and size of your message as it appears in the media. You can write whatever you want in your press release, but you can’t dictate to the journalist how it’s published or used, nor can you review or approve any changes made. You provide the press with written materials that they use (or don’t use) in any way they see fit. Your press release may appear verbatim in one magazine but may be rewritten almost beyond recognition in another. One industry trade journal may write a cover story based on your material; another may not publish it at all.
Repetition
Advertising is repeatable; PR isn’t. The same advertisement can be repeated as many times as you want in a given publication; the same TV commercial can be broadcast night after night. With PR, a media source is going to run a given press release or cover a publicity event only once. To get covered again, you have to provide the media with a new story or at least come up with a different angle or new spin on the old topic.
Credibility
Consumers are, reasonably, skeptical of advertising. They tend not to believe claims made in advertising outright. Many people even think that if your service or product is as good as you say it is, you don’t need to advertise. On the other hand, people tend to take at face value what they hear on radio, see on TV and online, or read in the news. Although trust in the media has steadily eroded over the years, people do still perceive journalism as more impartial and credible than advertising. Many still believe that if something is published, it must be true. Because publicity is promotion in the guise of editorial, feature, or news, people don’t identify it as promotion and therefore aren’t skeptical of it; indeed, they believe it.
In many instances, media coverage of your business, product, event, or story can appear to the public to be akin to an endorsement of your organization or product — for example, a favorable story about your company on the evening news or a good review of your product on a consumer website can influence public perception far more than a commercial. What’s more, claims that would sound pompous, self-serving, and not credible if you said them about yourself in an ad seem complimentary, convincing, and impressive when the media say them about you.
Audience
Publicity must have an angle — a hook or take that grabs the media’s attention — in order for it to have a chance of breaking through the noise and making the news. Therefore, it must appeal to journalists and producers as well as consumers (your target audience and the people who read, listen, or watch the news). An ad, on the other hand, has to appeal to only one audience: your sales prospects.
Timeline
Advertising is generally more focused on immediate and short-term goals, whereas PR is a long-term, continual process that encompasses more forward-looking goals — like shaping a brand’s image, establishing and maintaining a positive reputation, and tracking public perception to prevent and address potential crises.
Identifying Key Audiences That PR Can Reach
How far does PR reach? Incredibly. Public relations can connect you with anyone who reads a publication, listens to radio, watches TV, or uses social media — in short, anyone who is exposed to the media, which in the United States means just about everyone.
PR, therefore, has the broadest reach of perhaps any element of the marketing mix.
Almost everyone everywhere consumes media in some shape or form. That’s why PR is effective at targeting both business and consumer audiences. Understanding how and where different audiences consume media allows you to strategically target the people you want to reach. For instance, for consumer messaging, focus on consumer media. Or when you want to reach the business world, target business outlets. If you want to speak to consumers with a specific interest, target publications that focus on that topic. And when you want to reach professionals in a particular industry, target the trade publications they read and websites they visit.
As I discuss in Chapter 11, pitch to a thorough mix of different publications, because you never know exactly what your prospect may be reading. Once, when I was with the CEO of a large corporation, I was surprised to see that when he had a copy of USA Today, he went to the Life section first and the Money section last — and often, he never got around to reading the Money section. A good PR program “surrounds” your target audience by being in all the media they’re likely to see; that way, you have a better chance of getting your message across with greater frequency and repetition.
Employees, of course, are a well-defined and accessible audience. One of the best PR vehicles for employee communication, in addition to internal messaging channels, is a company magazine or newsletter. Some large corporations even have internal TV channels that broadcast the latest company news and information. They can also livestream internal events, workshops, trainings, town halls, and wellness programs.
Investors and members of the financial community are an important PR audience for publicly traded corporations, and press releases are the traditional way to reach them. “Once a relatively mundane communication device, a press release now has the might to dramatically drive the price of a stock,” according to Bloomberg Businessweek. (Underscoring the power of press releases, the Securities and Exchange Commission has even sued companies for issuing misleading press releases.)
Again, PR’s high credibility takes the credit. The financial community and potential buyers are much more apt to believe and act upon a column in the Wall Street Journal than an advertisement. And a survey conducted by the PRSA shows that investors rate a story in a financial or business newspaper as second only to a company’s own annual report (also a PR vehicle) when it comes to credibility.
Recognizing When PR Is the Missing (or Weak) Ingredient
What are the telltale signs that PR is the weak link in your company’s marketing communications chain? Ask yourself the following questions, and if you answer yes to any of them, you need to strengthen your PR efforts (fortunately, you’re in the right place):
Do you feel like you have to constantly introduce and reintroduce yourself?
PR helps familiarize the public as well as potential clients, partners, and investors with your brand
before
you even walk into a room. If you’re constantly having to explain who you are and what you do, PR can help.
Do audiences have an inaccurate, unfavorable, or outdated perception of your brand?
Is your brand misunderstood or suffering from a poor reputation? Do people still see you as you used to be, rather than how you are today? PR can help to change your image and reshape public perception, so people see your brand exactly as you want them to. (Discover how to use different channels to shape public perception of your brand in
Chapter 7
.)
Do your competitors seem to get all the exposure in the press? Are you consistently left out of industry roundups, product listings, and vendor resource guides?
Maybe the press omits you because they don’t know about you. If so, it’s time to let them know. (See
Chapter 6
for ideas about which tactics to use to get the word out.)
Are your other marketing efforts falling short?
PR works hand in hand with other kinds of promotions. The better your PR visibility, the more your other marketing communications efforts will generate responses. Low response rates may not be the result of a bad ad or social media campaign. It could be a sign of insufficient brand awareness and trust, and PR is the tool you need to create both of these. (See the overview of a PR plan in
Chapter 2
.)
Do you find it difficult to open doors or seal deals? Are you hearing “I’ve never heard of your company” from prospects?
Good PR establishes your firm as a player in the prospect’s mind before the salesperson calls. If you don’t have good PR, your people may meet with increased resistance. (Placing feature articles is great for wide exposure. Find out how in
Chapter 9
.)
Do vendors and partners never seem to mention you?
If so, they may not think your name is big enough to impress other potential customers. That’s a sign you need to strengthen your brand in the marketplace. (Public speaking can help you do that. Check out
Chapter 10
.)
If you’re a public company, do major brokerages overlook your stock?
When you tell your company story to analysts, do they eagerly take notes or stare at you with blank looks? When Wall Street doesn’t understand the value in your company, the investor relations side of PR can help fix the problem. (See
Chapter 11
for more ideas about getting your message out.)
Are you failing to generate buzz, even when you make big moves or issue a newsworthy announcement?
If your news is failing to start conversations, if people aren’t talking about your brand or engaging with your content, you desperately need PR. (See
Chapter 18
on how to generate buzz and get people talking.)
Are you struggling to connect with people?
Are you missing the mark when it comes to communicating with the public? Do you feel like you can’t say the right thing and don’t really understand what consumers want, how they communicate, or where they’re most likely to engage with your brand? If you want to successfully connect with audiences, PR is your answer. (See
Chapter 16
for insights on how PR can help you meet your audience where they are, spark connection, and fuel engagement.)
Chapter 2
Breaking Down the PR Process
IN THIS CHAPTER
Starting out with research and plan objectives
Establishing a PR plan and budget
Making the most of essential PR elements
Taking steps toward creative and successful promotions
Figuring out if your PR ideas will work
Factoring in time and chance
The key to good public relations creative thought is understanding that it’s more than pulling good ideas out of the air. Quality creative public relations concepts come from a deliberate planning process. In this chapter, I outline the basic preparation and execution of a PR plan. Successful PR concepts tend to have a few things in common, so I also cover the four elements that, if you give them proper consideration during the planning stage, will take you a long way on the road to PR success. I provide you with some advice for crafting an innovative and creative concept and help you assess whether your plan is a real winner.
Pre-Planning Steps for a PR Plan
Set a strong foundation for the planning process by doing some initial research and identifying your objectives. I walk you through these steps here.
Pinpointing relevant data and research to shape the process
Planning begins with research. At my PR agency, we begin the PR planning process for a particular project by conducting an audit (or assessment) of both internal and external factors:
The
internal factors
include the company environment, marketing objectives, and product features and benefits.
The
external factors
include the audience, marketplace, channels of distribution, and competition.
What am I looking for? I want to know where the company and its products are positioned in the marketplace and what people — customers, prospects, and the press — think of them.
I also want to understand what messages the consumer should be getting but isn’t. In other words, what story does the company want — or need — to tell to change market perception and increase or preserve market share?
Some of the methods I use to gather information on the internal and external factors related to a project include the following:
Interviews with key company executives
Conduct surveys with customers and potential customers
Personal interviews with customers and potential customers
Interviews with industry analysts, consultants, journalists, and other experts
Reviews of all current and past PR and marketing materials, including article clippings, ad tear sheets, press release archives, product brochures, catalogs, and other promotional documents
Thorough searches of online and print sources such as articles, case studies, product literature, blogs, podcasts, and social media posts
Your questions should be tailored for each audience.
For your internal audience, you want to know:
What is the current perception of the company?
What do they believe the customer’s perception of the company is?
What additional information would be helpful to do a better job?
For your external audience, ask:
What is the number one reason you bought the product or service?
Why did you decide to buy the competitor’s product over ours?
What is your perception of the quality of our product?
Have you ever seen or heard any of our advertising, social media, or online presence?
What was the message that you received?
Another external audience to query is the media itself. Questions to ask include the following:
Have you ever heard of our company or product?
Do you have positive or negative feelings about our company or product?
Do you actually use our product or service?
Would you be interested in hearing from our company when we have news?
In what format would you prefer receiving that information? Email, text message, or social media?
Defining your goals and objectives
After the audit is complete, you should have a good idea about the following:
The key messages you want to communicate:
In times past, the key messages revolved around the product’s benefits or its advantages over the competition. But now more than ever it’s the values a company espouses. For example, your key message may be that the company cares about the local community or environment, or you may want to focus on the fact that a product is organically grown or ethically sourced. Consumers love to support companies that hold the same values as they do.
The marketing objective:
Assess whether the objective is to increase sales revenues or market share. One client may ask us to sell as many elliptical machines as possible. Another may want to become the go-to authority in the home health niche. In order to get the most for your PR efforts, identify the end result you want PR to help you achieve.
The audience: Determine whether the audience for your key message is the end user or the channel of distribution (retailer, wholesaler, dealer)?
If you’re targeting consumers,
