What is public relations: with easy examples!

public relations they are each and every one of the actions related to the strategic communication process that is built between organizations and their public, with the aim of creating ties that mutually benefit both parts of the ecosystem.

Have you asked yourself what is public relations? That is to say, it is a term that you have surely heard before, however there are multiple edges that you may not know. And it is that the work of a PR goes beyond being the link between brands and media, since he can be a vital figure in a marketing strategy.

In this content you will know some of the key concepts of public relations, that is, the most basic aspects of this discipline that you should know, if you are interested in dedicating yourself to this area of ​​knowledge, as well as some examples that will make the types and characteristics of public relations. Continue reading!

public relations concept

Public relations is known as the strategic communication process built between organizations and their public, with the aim of creating ties that mutually benefit both parts of the ecosystem.. At least, this is , one of the most authoritative organizations on the subject.

It is possible to find references to public relations by its acronym, in English “PR” or its abbreviation in Spanish “RRPP” or “RR.PP”.

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What is public relations?

We can categorize as public relations all those strategic actions that are developed within a company with the aim of creating communicative and strengthening links between different interest groups.

Objective of public relations

Although each company has different purposes when creating a public relations plan, in general, these are some of the common goals when thinking about a PR strategy.

1. Build the public image of a company.
2. Promote a product or service.
3. Build trust in a brand.
4. Strengthen the image of an organization in front of an audience.
5. Communicate the values ​​and mission of a business.
6. Improve the relationship with the media.
7. Create conversation around a product, service or brand.
8. Prevent possible communication crises.

Let me explain each of these objectives in a couple of lines.

1. Build the public image of a company

Public relations are an excellent tool to publicize a recently created company or one in an expansion movement, since by generating messages or concrete actions an idea can be formed in the mind of the audience.

2. Promote a product or service

Through certain actions, public relations can publicize a product or service and thus build a base of potential customers.

3. Build trust in a brand

By creating a public relations strategy, a message is transmitted that amplifies what is said about a company or a product. That way, it’s easier for the audience to trust her and become an expert on the subject.

4. Strengthen the image of an organization in front of an audience

A public relations expert is responsible for projecting a unified image of a company towards a target audience. This unification is useful to strengthen the image of the company and maintain consistent messages and reinforces the idea or value that you want to be associated with the brand.

5. Communicate the values ​​and mission of a business

In the event that the audience does not yet know about a business, public relations helps these to be known and appreciated by the public they are targeting, achieving this through press releases, events and other tools.

6. Improve the relationship with the media

Whether traditional or digital, having a public relations expert in our company can help to be present in the media agenda, improving dialogue and what is said about a brand.

7. Create conversation around a product, service or brand

Maintaining a public relations strategy is useful to get an audience talking about a brand, maintaining its presence in the media and hopefully influencing the decisions of the potential consumer.

8. Prevent possible communication crises

In the midst of a media crisis, having a public relations expert is useful to know how to lessen the impact or, if possible, prevent the message from being amplified and going viral. In this way we can ensure the good reputation of our brand.

Importance of public relations

As you have seen, the importance of this discipline lies in the benefits it brings to companies that decide to apply its principles. However, to make it clearer, I will explain below what is the importance of public relations in a company.

1. Create good relations between organizations and the media.
2. They help build the good reputation of a brand.
3. Transmit stories and success stories about a company or product.
4. They support building and maintaining a good corporate image.
5. It is useful for generating links with potential customers.

Characteristics of public relations

Although there are multiple types of public relations that can be maintained and created between organizations and audiences, most share the following characteristics. Take note!

1. They are a planned and structured activity.
2. They are based on the identity and image of a company.
3. They seek to gain the trust of the public they are addressing.
4. They are persuasive.
5. They are carried out regularly and permanently.

Do you have doubts? Don’t worry, I’ll explain in a couple of lines what each of these features refers to.

1. They are a planned and structured activity

Each of the actions belonging to a public relations strategy is carried out through careful planning, in which various areas of the company often collaborate for its correct execution.

2. They are based on the identity and image of a company

The map of actions to be carried out is carried out based on the identity of the company, so that each element helps to transmit the true image of the company, whether in the organization of an event, in the subject of a press release or in media strategy.

3. They try to gain the trust of the public they are addressing

A good public relations strategy does not necessarily look for an immediate benefit, but rather in generating a favorable opinion towards a company and hopefully, this positive vote translates into a predisposition to purchase or support the brand.

4. They are persuasive

Although subtle and perhaps not so obvious, all public relations actions maintain a persuasive character, seeking to influence the audience for the benefit of the company. Even those that seem informative carry with them a dose of persuasion.

5. They are carried out regularly and permanently

Any public relations strategy must maintain a constant frequency and rhythm, so that it is possible to stay in the minds of the audience and on the media agenda.

Public Relations Duties

Now that you are clear about the definition and some of its characteristics, let’s talk about the public relations functions in a company. Below, I list the most common.

• Project and support the construction of a corporate image.
• Identify the communication needs of an organization.
• Prepare and disseminate news to the different media.
• Organize events that contribute to brand awareness.
• Manage relationships with external, journalists, influencers and media.
• Detect and create strategic alliances between the company and possible allies.

And many more features! It is not for nothing that there is a whole career that helps to train public relations professionals. Depending on the needs of the company, it is likely that tasks will be added or exchanged that help achieve the objectives of the organization, hand in hand with a good strategy.

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What is public relations for in a company?

For many things! Being a multidisciplinary area, public relations specialists can support a company to:

1. Improve brand reputation.
2. Stay in the minds of potential consumers.
3. Expand your number of customers.
4. Inform about new products or services.
5. Shut down or intervene in a media crisis.
6. Strengthen relations with the media.

In addition to supporting the construction of the brand and the generation of trust in the products or services that a company markets.

What is public relations in marketing for?

Within the area of ​​marketing or marketing, public relations are used to:

1. Support the development of advertising campaigns.
2. Promote the promotion of products and services.
3. Open additional communication channels to those of the marketing area.
4. Improve the perception of a brand and thereby encourage purchase.
5. Identify and accentuate the value of a product or service for consumers.

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Types of public relations

There are different types of public relations depending on the needs of organizations and where they are focused. It is possible to distinguish these seven:

• internal
• external
• business
• Institutional
• international
• Policies
• personal

Let’s talk about each of them depending on their classification, do you think?

Types of public relations according to your audience

internal public relations

They aim to reach the collaborators of an organization, improving the work environment, the relationship they maintain with the company and hopefully the sense of belonging.

Example of internal public relations: an internal communication campaign where the sustainability actions that are put into practice within the organization are disclosed.

external public relations

External public relations are considered all those that include actions towards the outside of the company, with the aim of reaching new customers, strengthening the image of the company or changing the perception of the brand.

Example of external public relations: an event dedicated to the media with the purpose of communicating the launch of a product.

Types of public relations according to who generates them

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