Only a few people know what public relations actually is. Public relations is also known as the persuasion business.
Public relations is all about building a mutually beneficial relationship between a brand and its target audience using storytelling as a tool.
PR can be in the form of press releases, pitching journalists, speech writing, blogging, public outreach, media relations, sponsoring events, social media promotions, etc. Public relations is earned, build trust, and must use the right language to build credibility.
Public relations professionals help businesses develop a recognizable brand that appeals to a specific target audience. Companies need positive PR to attract clients and become known as a leader in their industries.
Discover the 12 commonly used PR terms, what they mean, and how to apply them to future campaigns.
1. Pitch
PR experts create a targeted message to send to journalists to determine their interest in a client’s offerings. Pitches may also include videos and photos along with a specific call to action. Learn more about the power of pitching by going to violetpr.com.
2. Brand
A brand is a concept or service that is unique from other concepts, products, and services. Marketing campaigns are based on what makes the client’s offerings different, creating a recognizable and distinctive brand.
3. Marketing
Management determines human wants and needs to offer services and products that satisfy what the target audience wants. As a result, transactions occur to deliver services and products to the target market in exchange for cash or something of value.
4. Media Relations
Beneficial associations between PR professionals and journalists to deliver news and updates to a target audience. PR specialists must develop strong media relations to ensure clients get coverage as needed.
Those who are unable to develop these relations should enroll in media training workshops and learn how to establish relationships with media.
5. Promotion
Actions tailored to gain attention or publicity, such as planning events to attract media coverage and generate interest in a client. Promotional activities should also include a call to action to get people to interact with the client either directly or indirectly.
6. Reputation Management
Messages and actions are crafted to influence what the public thinks about a company. Often reputation management is a priority during crisis management to rebuild an organization’s brand and reputation.
7. Press Kit
A set of documents distributed to the media that includes fact sheets, press releases, and materials about a client’s brand, products, and services. A press kit helps the media provide accurate information about a client.
8. Owned Media
Content created by a PR professional and its clients, such as corporate websites, blogs, and social media profiles.
9. Paid Media
Targeted advertising may include sites such as LinkedIn, Facebook, and YouTube ads as part of an integrated advertising and social media campaign.
10. Hits
The extent of the media coverage a campaign receives, often based on analytics, statistics, and research. Determining the number of hits is a way to gauge the effectiveness of a campaign to ensure it is reaching and resonating with the target audience.
11. Launch
The official notification or announcement of a new company, entity, product, or service is typically kicked off with a press release providing information about the new release. Launches are designed to provide information, inspire interest, and get the word out about something new to the market.
12. Exclusive
A first look or experience of a new product or service, which is usually offered to a relevant media outlet. The initial information will not be shared with other media outlets until the original one publishes its story, which is often an effective way to kick off a new marketing campaign.
Public relations are crucial to helping a company brand itself, reach out to its target audience, and make a connection that results in sales for the business.
Understanding these basic terms is the first step toward developing measurable marketing campaigns that matter and get the attention companies needs to succeed.
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