A public relations campaign is a series of communications designed for the purposes of promoting a business and increasing awareness. Common activities involved in executing a public relations campaign include writing and distributing press releases, holding press conferences, delivering speeches to interested parties, becoming involved in and contributing to charitable organizations, writing articles for industry publications and appearing on radio and television stations. Understand the objectives of a PR campaign can help you in your efforts to enhance your company’s image.
Company and Product Awareness
Increasing awareness of a company and its products and services helps secure more business, and also can enhance a company’s image with its investors and customers. This is particularly important for geographic areas or markets where the company and its products are not well known.
A PR campaign can reinforce a brand within the minds of consumers. In a crowded market, consumers are barraged with thousands of messages and new competition. In this environment brand promotion is critical in order for the company and its product to achieve top-of-mind awareness with prospective customers.
Expanding Available Information
PR can provide additional education to prospects. An effective marketing program puts a company in a more competitive position if the prospect is educated about the company and its products. A confused prospect rarely buys, while an educated prospect is more likely to buy.
A PR campaign can maintain and enhance the image and reputation of a company. With the growth of the Internet and the rapid dissemination of information, it is easier for a company’s reputation to be damaged even though what is written about the company online may not be true. Managing a reputation online has become an increasing concern.
Customer Relationship Management
Keeping an existing customer is much less expensive than finding a new customer to replace a customer that leaves you. Public relations can help retain customers longer because they have an enhanced image of a company and its product and services. The more positive the image, the less likely it will be that a customer begins doing business with a competitor.
Media Awareness and Positive Coverage
Public relations can also increase media awareness and enhance the overall image of a company. Increased awareness and a positive image can result in more media coverage, which can then lead to the media seeking out interviews with company officials, which then snowballs into additional awareness and positive coverage.
- KnowThis.com: Key Public Relations Tools
- Cutting Edge PR; Setting Goals and Objectives Makes Your PR Planning More Effective; Kim Harrison
- KnowThis.com: Objectives of Public Relations
- University of Florida: Guidelines for Setting Measurable Public Relations Objectives; Forrest W. Anderson, et al.; 1999
- Photo Credit Hemera Technologies/Photos.com/Getty Images
Public Relations Responsibility
Companies depend on public relations professionals to engage and communicate with their internal and external audiences as well as defend their reputations...