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Public Relations or PR is the promotion and marketing of the goodwill of your business or organization to the various interest groups in order to establish with them, a better understanding of your business, its place in the community and most crucial, community visibility and recognition. In building a Successful business,it is a great idea to establish a great Public Relations operation. A good business need to build a good reputation and as quickly as possible.
It is essential to understand the significance and the overwhelming benefits that stem from having an impeccable, transparent and reliable reputation. With that in mind, make this a major goal, as the continued success of your business depends on it. To achieve this goal you need to embrace the concept of Public Relations and a continuous communications program.
Here are some of the interest groups your business Public Relations need to engage with: The Community in General, Local and National Newspapers, Radio, Television News and Current Affairs, Magazines, Church Groups, Parents and Teachers Associations, Sports Associations, Political and Legal bodies, Unions, Employer Associations, Charity Groups, Local Volunteer Groups, Social Clubs,Business Associations - Better Business Bureau, Chamber of Commerce. You will be mistaken thinking PR and Marketing is one and the same, they are not.
Public Relations like advertising is a part of your marketing mix; use it well and it will lead to increased community acceptance, community recognition and bottom line profit. An example of PR will be to consider creating a perpetual trophy to be centered on a local/regional high profile project, (The best green school – Keep the county beautiful – The friendliest school)to be competed for by the high schools in your business district. This is a very News Worthy Subject that the local media, and if you do it right, the State and possibly the National media will pickup on and want to cover.
The beauty with this type of project is that it repeats itself every year at little cost to you, but delivers a heap of goodwill. Publicity requires effort and the more effort that you put in to understanding how to achieve good publicity and more importantly how to handle any bad publicity, the faster your reputation will soar. Ideally you should allocate the responsibility for PR to an experienced professional either internally or from a reputable PR consultancy company.
If you don't have this as an option then a suggestion will be to look for a retired PR consultant or newspaperman in your area and ask for their help. They may be happy to give you a couple of days a week. A lot of businesses have a national PR consultant and control this activity of their businesses very closely, especially when the national or major media is involved.
This is done to protect the reputation and good name of the business.
You should make use of this PR Consultant as much as allowed. If nothing else they can be a great sounding board.