What Is A PR Agency?
A public relations (PR) agency involves professionals specializing in managing a business’s public image and communications. It is responsible for monitoring and shaping public opinion, counseling company management on public relations issues, and managing resources to ensure that all actions and communications inform the public about the business in a way that aligns with its goals.
What Is PR?
There is a common misconception about PR. Many people think that it only involves protecting the image of a corporation and suspect that an agency will twist the truth to do this. But that’s not what PR is about.
In simplest terms, PR is a strategic communications process that manages, maintains and cultivates public perception about a brand or company. It aims to build a beneficial relationship between an organization and its audience. A PR agency can only do so by telling the truth and building trust.
PR Vs. Marketing
It’s easy to lump PR, marketing, and advertising together, given that they have the same goal–to present a business in the best light. However, the motivations and methods of each speciality differ.
PR agencies do brand awareness and reputation management. Meanwhile, marketing and advertising firms (i.e, a digital advertising creative agency) employ tactics such as content marketing, retargeting in digital marketing, and guerilla ads, among others, to convert customers and reach sales targets.
What Does A PR Agency Do?
A PR agency divides responsibilities among multiple professionals such as publicists, social media managers and spokespersons. Below are the services that they typically offer.
Reputation Management
A PR agency’s main goal is to manage a brand’s reputation. They do this by anticipating, analyzing, and interpreting public opinion about brand activities through different tactics, including press releases, media events, surveys and public communication. They strive to ensure that any impact the company has is positive.
Media Relations
PR agencies often work as a liaison between a brand and the media. They connect the two through their networks, helping to facilitate the connection and maintain the relationship. A PR agency will often pitch ideas to media outlets to get brands on their platforms for better publicity.
Copywriting
There are a lot of press releases, speeches, and official statements involved in public relations, and it’s the job of the PR agency to craft these with the proper messaging to deliver the intended results.
Social Media
PR agencies usually handle communications between brands and their audiences, including managing social media activities. PR agencies can address problems, fix perceptions, and deliver quality messaging to the immediate target audience through social media managers.
Event Planning
Events are a great way to promote a company and its products, and PR agencies can set these up and invite the people that best align with the brand’s image and who can best spread the word to the intended audiences.
Market Research
PR agencies perform a considerable amount of market research to better understand a company’s market. Market research improves the messaging of the brand and makes sure that brand strategy resonates and obtains the desired results. Conducting market research allows PR agencies to connect to audiences more effectively.
Media Training
Media training is a PR tactic used to produce consistent strategic messaging within the company, particularly by brand spokespersons. Usually, this involves training top management about public speaking and conduct. But it can also trickle down to the general staff, especially those who interact directly with customers.
Benefits Of Hiring A PR Agency
Though it’s an extra expense, hiring a PR agency can deliver meaningful and sustainable results versus doing your PR and marketing on the fly–ultimately saving you time and money in the long run. Here are some reasons why you should consider hiring a PR agency.
Streamlined Communication
PR agencies help a company produce consistent messaging in all of its outward-facing communications and activities. That means that you’re always projecting the right message through all channels. You don’t want to leave loopholes for bad press.
Expanded Network
The connections established by PR agencies can significantly expand a company’s network to include investors, media outlets, and other business owners. These relationships, when nurtured, can help significantly when scaling a company.
Wider Visibility
PR agencies can help businesses reach wider audiences more organically. This tactic helps build trust between a company and its market, leading to a sustainable relationship with potential customers.
Outside Perspective
Hiring a PR agency offers you a different perspective of your company, one through the eyes of an outsider or, better yet, your target audience. This can be another form of feedback that allows you to improve and grow performance.
Conclusion
A PR agency focuses primarily on brand awareness, reputation management and network building. These services can contribute to the company’s growth, making them a valuable addition to any business that hopes to scale exponentially, communicate with its audience more effectively, and build an impactful image.