What Is Public Relations?

Public relations encompasses a variety of marketing tactics that strengthen your credibility, enhance your image, develop goodwill or influence public opinion. These tactics, such as speeches, special events, newsletters, annual reports and news releases, are targeted to an audience. P.R. involves communicating who you are, what you do, and how you benefit your customers and the community.

The difference between publicity and public relations.
The terms public relations and publicity are often misused. They are not interchangeable. Publicity is only one function of public relations. It is media coverage — news stories, feature articles, talk show interviews, editorials and reviews.

The difference between publicity and advertising.
Other commonly confused terms are publicity and advertising. The key distinction is you pay for advertising. Because publicity is free, it is more credible and more likely to have an impact on the reader, listener or viewer. Advertising is generally not considered a public relations function.

Twelve Effective Public Relations Tactics

You are likely familiar wth brochures, flyers and web sites. Below are a dozen other effective public relations tactics of which you may be less familiar. You may choose to implement all or a few. Which ones will benefit you depends upon several factors — your objectives, the size, type and location of your organization, the characteristics of your customers or audience, and your budget.

Publicity and Media Relations
Publicity is defined above. Media relations includes a variety of methods to contact and give information to the media: news releases, press kits, media advisories, news conferences, press tours, and personal letters or phone calls to editors and reporters.

Special Events
Events draw attention to your organization or bring people to your place of business. Open houses, fund-raisers, trade shows, awards ceremonies, contests, stunts, receptions, speeches by V.I.Ps., are examples of special events.

Newsletters
Publications typically four to 12 pages in length, although some are longer, with short articles intended to keep your customers, clients, members, investors, or donors up-to-date on what your organization and its people are doing. It may also contain advice or other information of particular interest to your audience.

(Consider using a service to create a professional newsletter. Put It In Writing is a full-service newsletter publishing company that handles it all for its clients: interviewing, writing, editing, typesetting, graphics, design/layout, and printing. They guarantee crisp writing, quality graphics/design and punctual delivery.)

Annual Reports
Federally required of publicly traded corporations. For nonprofits and community groups, an annual report communicates your accomplishments and provides financial information demonstrating your effective use of donor and public funds. It can also be used to acknowledge major donors.

Speakers Bureau
Arrange to have individuals in your organization speak at meetings of professional and trade associations, service clubs, civic organizations, and community groups.

Tip Sheets
One or two-sided sheets containing advice, instructions, or other information of particular use to your customers or clients. The objective is to show off your expertise. These sheets are usually formatted as bulleted or numbered lists.

Fact Sheets
Usually a one-page sheet used to provide statistics, data and other verifiable information regarding an issue or project. Often used in controversial situations.

News Sheets and Action Alerts
One or two page sheets communicating urgent or recent information. The intent is to motivate the reader to take a specific action, such as write a letter to a public official, make a donation, or change a purchasing habit.

Letters to the Editor and Op Ed Pieces
Promote your expertise by writing a letter to the editor or an Op Ed piece responding to items in the news.

Sponsorships
If you don't want to organize a special event, sponsor one somebody else is organizing. Or sponsor a local sports team, musical group, or community theater. Make sure your sponsorship will be acknowledged on advertising, programs, uniforms, posters, or other promotional materials.

Charitable Contributions
Even though a donation has to be very large to make the news, a consistent commitment to giving back to your community by supporting local charities will do much to enhance your image. Be sure you give to charities that acknowledge donations in their newsletter, annual report, wall plaques, or other promotional materials.

Thank You Notes and Letters
Directly thanking customers for their business, and donors for their contribution, will encourage repeat business.