The Different Types of Public Relations

Public relations is fundamental in today’s business world for companies and brands seeking strategic communication.  

Good PR promotes brand awareness and garners media attention. It also aids in the development of trust between businesses and society.

Public relations enables businesses to maintain positive relationships with stakeholders, their target audience, and the public. It also helps companies manage unfavorable views and safeguard their societal image. Because of this, it’s a crucial tool for any organization to help navigate the modern working world.

7 Different Types Of Public Relations

Depending on what information your business would like to convey, there are several different types of public relations to choose from. Let’s look at seven of the most common types of Public Relations.

Media Relations

A key component of PR is media relations. This involves establishing and preserving connections with media professionals. For example, journalists, editors, and broadcasters.

To ensure your business receives the media coverage it wants, you need to find an enticing perspective for your story. You want to make it interesting so that a reporter will want to pursue it.

A smart PR planner will be skilled at crafting exceptional press releases, securing interviews with well-known presenters at opportune times, and planning press conferences.

The aim of media relations is to get favorable press for your business or brand. It also helps get the word out about what you’re trying to advertise to the broader public.

In essence, you want to use the media to promote your company, product, or breaking news at no financial cost.

The media is an effective tool to gain exposure and reach a big audience. So, it’s crucial to establish and keep up positive ties with the press.

Strategic Communications

Strategic communications aim to develop, control, and disseminate information to accomplish defined objectives.

This type of PR is employed to advance a cause, a service, or a product.

What differentiates strategic communications from more general public relations is that it goes beyond the conventional techniques of media relations, events, and crisis communications.

Strategic communications are effective in swaying public opinion and forging bonds with important audiences and key industry players.

Community PR

In community PR, the goal is to improve interactions between your company and the immediate public you serve.

Through community outreach and engagement initiatives, community public relations aims to increase understanding and confidence in your organization.

Organizational transparency and sensitivity to community demands are more crucial than ever before. Through community connections, businesses can forge close bonds with their customers. At the same time, they contribute to the creation of a better-functioning world.

Crisis Communications

In times of disaster, crisis communications defend and safeguard a person, brand, or organization.

Any situation that could endanger the reputation of a person or company is considered a crisis.

Through effective crisis communications, organizations are able to manage the narrative surrounding a crisis. The goal is to communicate reliable and up-to-date information to the public to show what actions are being taken to remedy the crisis.

Situations that may require crisis communications include:

  • Catastrophic events
  • Cyber attacks
  • Company controversies
  • Defective products
  • Any other incident that has the potential to harm a reputation

Internal PR

Communication within a company is the main emphasis of internal public relations.

Internal PR is necessary to ensure that each individual within an organization is clued into the company messaging. It keeps everyone up to date on internal affairs or new product launches, not yet known to the public.

Internal public relations can also help ensure a cohesive front when there is an external crisis being publicized. Internal PR communication must be clear and succinct for every stakeholder to understand the situation and the effects thereof.

Public Affairs

Public affairs are the planned handling of a company’s relationships with persons in positions of influence who can affect consumer opinion or government policy. It can refer to community relations, media relations, or even government lobbying.

This type of PR is crucial for large industries whose work affects the public. It assists an organization in gaining influence with the government or other important large public structures to advance a particular industry’s power.

Public affairs enable businesses to not only control and shape how they are perceived but also increase support for their policy goals.

Social Media PR

Social media PR is great for promoting new products and company news around the globe within minutes of posting.

Businesses can increase their brand recognition, legitimacy, and customer engagement by interacting with their target audience on social media.

Social media platforms are useful tools for PR professionals to:

  • Sway public opinion
  • Interact with influencers
  • Communicate with journalists
  • Comment on breaking news stories
  • Connect with customers directly

Conclusion

A company’s or brand’s reputation can be successfully enhanced by good use of PR. Effective public relations increase a company’s visibility and enhance its reputation. It also fosters trust and understanding between a company and the general public.

Nick Luvera

Tips To Help Leaders Train Remote Employees

The Covid-19 pandemic spurred numerous companies to implement work-from-home policies. Today, these policies are still extremely popular, with lots of employees preferring more flexible work arrangements.

However, remote work does come with certain challenges. Training remote employees so they are set up for success can seem daunting at first. To help with this, we’ve listed tried and tested training tips below that will help to equip employees in record time.

5 Tips For Leaders Training Remote Employees

Create A Customized Training System

Every company is unique. So your remote onboarding process should cater to your personal company requirements.

No one knows what needs to be taught and communicated to new employees better than you do. With this knowledge in hand, structure your training program so that it covers all of the company’s bases in one swoop.

Custom videos or worksheets that explain the inner workings of each department are ideal. After the training material has been worked through, you can quiz new employees on what they’ve learned.

By doing this, you can ensure that each new employee knows who is responsible for what, how each department functions, and how they will be contributing to the team.

This is not to say that one-on-one remote training sessions should be entirely discarded. You can always schedule further training sessions depending on how technical or detailed your onboarding requirements are.

Set Up A Fixed Training Schedule And Budget

If you’d like your training process to be more extensive, then it’s best to set up a fixed training schedule. Frequent communication and consistency are essential to ensure that your onboarding process is truly effective and adhered to.

This might mean that you allocate one day each week to training new employees. Alternatively, you can schedule regular check-in sessions where you answer any questions that your trainees may have.

Keep in mind that your training process doesn’t have to come to an end once new employees are settled in. Many companies have an allocated training budget that encourages employees to undertake external courses.

Lifelong learning not only ensures higher quality work but also allows each employee to invest in their own career. By empowering your employees to take charge of their own professional growth, you can create a more robust team that’s up to date with the latest industry trends.

Schedule Regular Follow Up Sessions

When implementing any new training regime in your company, it’s important to schedule regular feedback sessions. This not only encourages your team to communicate any problems they may have but will also help to keep you up to date with their progress.

Establishing a set structure for these sessions is best. It will give everyone the opportunity to voice their concerns, tips, or advice regarding new training.

Be sure to practice active listening and prompt your employees to share what they’ve learned, as it will benefit the entire team.

Try to keep follow-up sessions to the point and productive. When it comes to feedback, be mindful of your team’s workflow and be adaptable to your staff’s needs.

Follow-up sessions can be extremely beneficial if everyone commits to understanding and bettering the training material at hand.

Set Clear Training Deadlines

Whether you have a hybrid setup or are fully remote, there are certain times of the year when your team will be busier than usual.

By having clear training deadlines set in place, everyone will know what’s expected of them. This will also empower your employees to take accountability for their schedules and not push their training aside.

To help your team meet their training deadlines, it may be beneficial to allocate a certain number of hours per week solely to training. This way, each employee will have the time he or she needs to make the most of the courses or training material at hand.

Be sure to celebrate every training milestone your employees achieve. You can gift dedicated employees with a coupon or arrange a small online celebration. Whatever you decide to do, make sure your team feels seen and rewarded for their hard work.

Make Training Fun

Training may be hard work, but it can also be loads of fun, too. To motivate your team to take new learning material seriously, you can incentivize employees through competitions or gift cards.

For example, you can give a day off to the first employee that completes his or her training and passes the training exam with flying colors. Alternatively, split your employees into two groups and let the winning team decide your next team-building exercise.

By injecting your training program with a little bit of fun, you can encourage team bonding while working remotely. In addition, it incentivizes everyone to take their learning seriously.

In Summary

Training employees in a remote working environment doesn’t have to be hard. Set clear training deadlines and schedule regular feedback sessions to monitor progress and keep employees on track. Also make training fun by adding in competitive elements or small incentives. This can help keep your remote employees engaged and motivated!

Nick Luvera

5 Technologies That Will Change How You Do Public Relations

Technology is evolving all the time and affecting all of the industries that rely on it. The world of PR is no exception.

Anticipating how technology will evolve in the years to come and how to leverage various technologies in your PR strategy is crucial if you want your brand to stay relevant. Below are 5 technologies that will change how you approach public relations. These should be on the frontline of your strategy if you want to stay ahead of the competition.

Social Networks

Social media’s growing popularity has been one of the primary tools that PR professionals use worldwide. There are no inclinations of it changing anytime soon.

With some platforms, like Facebook and Twitter, experiencing some declines in recent years, the gap has been filled with new giants, like Snapchat, Reddit, and LinkedIn. However, the distribution channels of these platforms have evolved over the past decade and so have the PR departments that rely on them.

In general, there has been a major shift from organic to paid content. This means PR professionals have to regularly revise their budgets allocated to paid media.

The rise of social media messaging tools has given the PR industry a whole new channel to reach potential customers. This trend will likely become a crucial PR strategy as 62% of millennials feel more loyal to brands that message them on social media.

In addition, PR professionals have started using social media as a way to monitor brand reputation and news. Social platforms are an effective way of connecting and communicating with your audience. As such, monitoring social media helps PR professionals to get an idea of what people think about a brand so that they can adjust their strategy accordingly.

Artificial Intelligence

Artificial intelligence (AI) is a technology that aims to mimic what humans do, think, and say. It is anticipated that AI will have infiltrated every industry and aspect of society in 30 years’ time. This means that the PR world will also need to adapt and probably use AI for various purposes.

For example, you could use AI to leverage millions of gigabytes of data in real-time to write insightful copy and target audiences in a much more sophisticated way – without human assistance.

Analyzing Information

The rise of AI is deeply intertwined with the development of big data. Big data refers to the minefield of structured and unstructured information that is available for organizations to comb through for valuable insights.

For companies to intimately know their audience’s needs, wants and preferences, they will need to use AI tools to comb through large amounts of data and provide highly targeted content to users.

Since PR relies heavily on expertly crafted communication, this ability will become quite crucial in any PR strategy. Today, big tech companies, like Facebook, are already doing this. They target users through ads and content that are tied to their likes and dislikes. However, in a few years’ time, we will likely see this trend in PR around the world.

Email

Compared to other platforms, email has seen little innovation in recent years. However, certain future advancements will keep this platform relevant.

In the next few years, we can expect increasing personalization and targeting through the use of big data. This will enable PR professionals to send highly targeted emails to potential leads and recurring customers.

Email will also become more interactive, featuring highly clickable elements, which will boost engagement. Increased automation is also on the horizon, with greater leveraging of information and natural language processing.

This will take much of the monotonous work off of the hands of PR professionals. It will allow them to focus their energies on problem-solving tactics and industry analyses.

Video Content

Since the emergence of Web 2.0, video content has ruled on the majority of social media platforms. According to research, 60% of millennials prefer to watch a video rather than read a newsletter. Additionally, 56% of consumers believe that if a company has a website, it should have a video.

Many businesses and organizations have had immense success communicating via video, particularly by producing video news releases (VNRs) and brand journalism videos.

With live streaming also gaining popularity, audiences now have the opportunity to tune into events as they are happening. They can experience raw, unfiltered imagery of the topics they are interested in.

So, for PR professionals to stay relevant, they will have to leverage these cutting-edge technologies. This will help them to accurately communicate their organization’s PR content more effectively.

In Conclusion

If PR professionals want to continue in their quest to reach and retain customers, they will have to form their strategy around the technologies available to them. This also entails keeping up with the evolution of the tech industry and using innovative ways to tell your brand’s story.

Nick Luvera

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