Public Relations is an important part of your communications plan to increase your brand awareness by working with third parties in a pre planned and sustained effort to establish and maintain a mutual understanding between a company and its target market.
In practical terms PR allows organisations to influence the way in which their brand or services are perceived by their key audiences. Typical uses of a PR can be divided between Consumer or Corporate PR. Consumer PR looks to communicate the brand values to the target audience through creative Photocalls and press releases of interest and benefit to the consumer, not just the company.
Corporate PR deals with how the organisation as whole is perceived by the community and stakeholders with typical strategies e.g. charity donations , sponsorships , product placement and media interviews .In Brand Magic we look to use our expertise and experience in the media to advise you of the best means to maximise your objectives within budget in a clear professional manner.
Typically we look to build a PR plan itemising the key activities outlined in a planned calendar of events with a strategy that has been developed with the client. We want from the start to be clear who you want to talk to and tailor your approach to reach your audience. Set clear objectives as to what you want PR to achieve for your business. Build relationships with the media and monitor the results of your campaigns .If you want to work with the media then been available and accessible will help ensure results. Ensure all your facts and figures are correct and evaluate your PR activity all within your budget.
Finally a firm should have a contingency plan for a crisis .Unfortunately we have all too recently seen incidents involving employees and client e.g. product recalls etc and it is important to have a Crisis Management Communication plan in the event that one of these incidents occurs. When preparing the contingency plans it is important to consider what type of crisis could affect your business, who will respond on behalf of the company, are they trained and who will decide what actions need to be taken.
PR Tools in summary include the following:
Market & consumer information
Photography – use of a professional photographer & a bank of high quality images available.
Sponsorship – drafting agreement on brand visibility.
Competitions & Promotions
Trade Shows & Exhibitions
Corporate Entertaining /Hospitality