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Glossary – PR (public relations)

PR (public relations)

Nikiforov Alexander
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What is PR?

Public Relations, or PR, is the strategic management of relationships between a company or individual and the general public. The primary goal of PR is to create a positive image of the organization or its products, which, in turn, helps attract the target audience and achieve business objectives. A well-known PR expert, Jean-Pierre Bodouin, described the essence of this discipline as follows: "PR is establishing and maintaining effective relationships with the right people."

A striking example of a successful PR campaign is the energy drink brand Red Bull, which actively supports extreme sports and conducts memorable PR initiatives. One of the most famous events was the jump by Australian daredevil Felix Baumgartner from the stratosphere, which gathered 8 million viewers on YouTube and attracted the attention of world media. As a result of this campaign, Red Bull significantly increased its recognition and doubled its sales.

PR vs Advertising

PR is often confused with advertising; however, there are key differences between these tools. The first and foremost distinction is that PR can be free, while advertising requires financial expenditures. Advertising is aimed at directly increasing sales, whereas PR focuses on image formation and brand awareness.

Additionally, PR is sometimes associated with propaganda, but unlike the latter, which often uses unethical tactics, PR is oriented towards honest and open relationships with the public. Black PR, in contrast to classical PR, employs methods similar to propaganda, including misinformation and manipulation.

PR and Marketing: Similarities and Differences

PR is an integral part of marketing, and they can often be difficult to distinguish. Marketing strategies frequently include PR tools, such as press release distribution, event organization, and content creation. However, marketing encompasses a much broader range of tasks, including market and audience research, which allows for adjustments in pricing policy and the development of advertising campaigns. The primary goal of marketing is to increase profit and market share, while PR focuses on enhancing audience loyalty and strengthening relationships.

The PR strategy relies on public opinion analysis and positioning formulation, enabling the brand or individual to establish necessary relationships and gain a reputation among the target audience.

Why is PR Needed?

PR plays an important role not only in strengthening relationships between businesses and clients but also in maintaining relationships with partners, contractors, government agencies, and investors. Additionally, PR helps to foster internal connections between management and employees within the company.

It is important to note that PR strategies can target not only clients but also students who may become future employees, as well as potential investors. The target audience of PR is determined based on the strategic goals of the company.

Main Tasks of PR

  • Increase the recognition of the company or individual;
  • Create a positive reputation and foster loyalty to the company and its products;
  • Strengthen the brand image;
  • Promote brand values;
  • Resolve conflicts and crisis situations;
  • Increase the company's influence in the market and enhance authority in the industry.

Functions of PR

PR encompasses several key functions, such as:

  • Monitoring: studying the needs and interests of the audience to formulate positioning and promotion strategies;
  • Responding: analyzing events and monitoring audience behavior to prevent conflicts;
  • Mutually Beneficial Relationships: establishing effective interaction with all public groups, including clients, partners, and the media.

Types of PR

There are numerous classifications of PR based on various criteria. Let’s consider a few of them:

Classification of PR by Emotional Color

  • White PR: based on openness and honest relationships with the public;
  • Black PR: includes methods aimed at tarnishing reputations, such as publishing compromising materials;
  • Gray PR: employs not entirely ethical methods to create a positive image;
  • Green PR: related to environmental initiatives and support for charitable projects;
  • Yellow PR: used to attract attention through scandals and sensations.

Classification of PR by Focus

  • Business PR: establishes relationships with clients and introduces them to products;
  • Political PR: builds trust in authority;
  • Social PR: supports social initiatives;
  • Corporate PR: focuses on internal communications;
  • Investment PR: establishes relationships with investors;
  • Crisis PR: helps manage the aftermath of crises.

PR Tools

To successfully implement PR strategies, various tools are used, including:

  • Press releases about new products and changes in the company;
  • Participation in events such as conferences and exhibitions;
  • Expert materials and comments for the media;
  • Own events for direct interaction with the audience;
  • Research that attracts attention and increases recognition;
  • Sponsorship of major events to expand the audience;
  • Active management of social media and blogs;
  • Collaboration with opinion leaders to promote the brand.

Steps of a PR Campaign

An effective PR campaign includes several key stages:

Planning

At this stage, the PR specialist identifies the problem, conducts market and public opinion analysis, and then formulates a goal on which the promotion strategy is based.

Implementation

The more thoroughly the PR strategy is developed, the greater the likelihood of successfully executing the plan. At this stage, various PR tools are used to create newsworthy events and establish connections with key media.

Analysis

Analyzing the situation is necessary both before the start and after the completion of the PR campaign. The specialist evaluates the company's mentions in the media, conducts surveys, and analyzes the achieved results to determine the campaign’s effectiveness and opportunities for further development.