Public Relations Definition In Marketing

According to the American Heritage Dictionary online, public relations is defined as, “The methods and activities employed to establish and promote a favorable relationship with the public.” What does this mean?

So speaking to a general audience who is interested in being a part of promoting public relations, what does this mean their job will consist of?

public relations

Generally you will be responsible for promoting company knowledge on progress and products, public knowledge on progress of the company and products, maintaining a positive company image with the press and the public, and promoting new ideas and promotions within the company to increase productivity.

To promote company knowledge on progress, upcoming releases, and products, can be a lot easier that promoting public and media knowledge on the same, and in some instances can even be fun. In general an employee is going to believe in the company they work for already, so you’re job will be much easier as you won’t have to install belief in your company or their products before hand. Rather you will simply be trying to create excitement about upcoming advancements for the company or product releases.

To create such excitement within ones own company can generally be done through emails. Most companies provide their employees with a company email address expressly for the purpose of being able to send such updates and announcements. If you are sending positive news it is easy to send out an excitedly worded email and make the whole company aware of whatever information you are releasing very quickly. If you have to release negative news it will be better to call a company meeting and tell them in person. By telling someone in person questions can be answered face to face and any anger or fear can addressed by the bearer of the news at that time not allowing the employee to sit and stew on the information before hand.

How can promoting belief in your company within the company be fun? It is always a good idea when releasing a new product or the announcing of company success to throw a company party. This can be done after hours when employees can come dressed comfortably and feel free as they are on their own time table, or if the budget and time don’t allow a big after hours party, a simple lunch to make the announcement can be fun as well. These times allow not only the employees to get excited about the company but also to grow closer as employees and reaffirm their dedication to their job by doing so.

If you are responsible for creating a positive image to the press and or general public, your job has just been a lot more difficult. Making public announcements, statements, or sending out news, can be very difficult because you are targeting an audience that may know little to nothing about your company. Thus you must fist establish belief in the company. This is going to call for much more planning.

The planning in these situations is usually done by a public relations committee. This way the goal can be clearly stated and jobs can be divided up between individuals so as maximize each individual section of the plans potential while not overloading any one employee. Such a committee will also need to nominate a spokes person or a face for their campaign. As well one person will need to be in charge of following up daily with each member of the committee to find out how their separate projects are going and lend help where needed.

In all ways you are promoting public relations, whether throughout the company, the press, or the public, you will want to keep good notes on the success and failures of each campaign so that the successes can be repeated making for a much more successful campaign as the company continues forward.

Public relations is promoting good relationships within a company, a group, the press, or the general public.

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Public Relations Dallasreviews


SEO For 2018. Are You Thinking About Voice Search?

Voice search seems to be growing more and more over the last little while. Everyone these days has a smartphone and all these new devices like the Google Home and Alexa. A recent discussion from Real New’s podcast network on Youtube went deep into it. Very interesting discussion – click here to watch.

How have you been adapting your marketing efforts to voice search?

I would also recommending watching this video that goes into these subjects a bit more and talks about conversion optimization. I believe that in order to really get good at SEO, you need to also be good at converting that traffic. User experience is what I believe to be a very important ranking signal.

written by Todd Brooks, Houston Texas
DW Bobst

writing a book

A Blueprint To Powerful Public Relations For Authors

There are so many success stories of authors, who a few years ago were unpublished or unknown, and suddenly they have taken a big leap. Every success story is different but there are fundamental steps to becoming favorited by Amazon, and that’s public relations for authors. There are specific strategies that will help capture your audience, strengthen your ties, and keep them engaged. Unfortunately, when it comes to PR strategies, many can’t find a starting point. The good news is that you don’t have to be an expert. There are three pivotal steps that will help set your goals in motion;

Marketing and Advertising: Starting a kick-ass blog that highlights why readers must buy your book(s)
Building Digital Relationships: Using social platforms to build awareness and drive purchases
Use Interpersonal Tools: Attending in-person book events

To start with, why do you need specific PR for authors? You need to get the word out about your book(s). Your public relations will execute plans of action that are focused on earning acceptance from book readers. Public Relations are the plans that define all the goals, decisions and strategies to become a huge success.

Every writer wants their book to be a hit, and they want fans to buy the next book. Your public relations campaign will informs and persuades fans, and potential book buyers to achieve a consensus about your writing and loyalty and support, before the book even comes out. Proper PR will put your book on radar and play an essential role in maximizing the public’s decision making.

Here’s a primer on using these tools

1. If you search some of your favorite authors you’ll note they all have blogs.

Blogging serves several purposes simultaneously. Authors can connect to their audience on a more personal level; it allows feedback from readers, while allowing you to gauge the success of a topic or trend. More importantly, you can determine the sell-ability of your book. Take writer, J.A. Huss or Penelope Ward. They have created niche writing topics and built up momentum for their next book. They also have created several other income streams that are byproducts of their books. Internet sales from Amazon make a ton of money but it turns out, authors can make additional income from low-demand products mentioned on blogs and social platforms. Book marks, cups, tote bags, t-shirts, and signed copies of paperback books are sold via blogs. Lastly, blogs are a marketing powerhouse because it helps build your reading community. It presents sell-able moments with juicy tidbits, blurbs, and pending anticipation.

2. Next, when thinking about public relations for authors, it really boils down to where your potential buyers are.

Undoubtedly, our world has gone digital, and there is a huge potential for authors to engage with customers, especially with social media. It’s the most cost-effective marketing and branding tool available today.

Social platforms like Facebook, Twitter, Youtube, and Goodreads drive buzz and purchases. Not only can customers communicate and connect with writers but word-of-mouth drive purchases. Many authors have created Facebook fan pages where they post teaser snippets from upcoming books, reminders of publishing dates, and laugh-out-loud conversations with fans. Authors have also developed Youtube channels that feature mini videos and character portrayals to create an experience and build momentum for fans. It’s just like a teaser-trailer for movies that helps build up the anticipation. These writers now have a platform to create constant calls-to-action: buy my book, “Like”, Tweet and Retweet, subscribe to my YouTube channel, leave a review, and mark “want to read” on Goodreads. This creates promotions to increase the commercial appeal of the book. Many authors are also using social platforms to establish alliances with other writers who have taken the same path to promote each other and connect with influential bloggers who write reviews. In the end, relationship building can ramp up sales. Moreover, when it comes to public relations for writers, the outreach from social media platforms are too valuable to pass up.

3. Although we recognize the potential and benefits of the online world, nothing is better than meeting your audience face-to-face, and in-person meetings appeal to all fans when showcasing a book.

The nature of a book fair provides a unique opportunity for direct personal contact. Fans want a closer relationship with their favorite authors. Being in the same room puts them that much closer to the characters. The fans themselves are in an ideal position of being more receptive as they are enthusiastically looking forward to taking advantage of the multiple authors in one place. Whether you’re a amateur writer or an established author, book fairs reach a different distribution market, and offer you media exposure. Book fairs are live and direct, and a great way for authors to exchange opinions and ideas with fans, and see how other writers interact. In recent years, numerous fairs have emerged by requests of fans and bloggers. Authors get an opportunity to quickly connect with new potential customers, and motivate fans. Not to mention, professional publishers and local journalists make the rounds and visit these fairs to digest captive markets. Simply being in attendance at a book fair is one of the most cost-effective ways to perform market research, stay informed on industry trends, and check out the competition up close. This all translates into free promotion for writers.

Generating Star Power

Your mindset is probably stuck on marketing and advertising, but star power is much more massive than. Public relations is challenging because it’s continuous. You’ll find yourself optimizing your efforts for a plethora of requirements and requests. Just keep in mind, you are not only an author but an entrepreneur. You’ll wear different hats, and several different pairs of shoes while running your PR campaign. You must identify public attitudes, evaluate interest, develop goals and execute action items, all while developing budding relationships.

What the public wants is a good story that they can relate to, and good PR tells them that good story. The better story is when your book comes out. If that story is especially appealing, you’ve hit a home run.

If you are in the area and looking for a Dallas PR firm that can help your business, consider the one we linked to!

case study in public relations

Public Relations Case Studies

The importance of public relations is always being questions by new business and marketers alike, though it is an over one hundred year old functioning part of our every day lives. Can public relations truly change the public perception of a product or company?

The answer again and again has been found to be yes, public relations has and can change the public perception of a product, a business, or an organization.

For new business starting out who want to perform public relations case studies to find out if it is worth the effort and money to have a public relations department generally are going to need to conduct a series of interviews with locals regarding their company and it’s products. These interviews should be done after a series of advertisements have been run, and the public has had a sufficient amount of time to recognize who this company is.

When conducting the interviews those being interviewed will need to be asked specific questions. Such as, what is the product this company offers? How well does it work? Would you purchase it? If so why? If not, why?

These will be important questions to know the answer to when trying to come up with a goal or an objective for your public relations department. Your public relations department must have an objective, and goals to reaching that objective, before it starts it’s campaign.

If most of the people questioned do not know what who the company is or what the company is offering, then obviously it is time to go back to square one with advertising, find out what methods of advertising they have been using, and switch them up so as to try different methods. If most of the people question do you know who the company is and what product the company is offering than this would be a good time to focus on the next question.

How well does the product work? Has the company hired a famous face who can give testimonial to the product? If not that most likely the people being questioned are going to have to rely on whether or not they have used it to know how well it works. Though in the advertising the advertisement may claim it is the best product of it’s kind, without a familiar face to back it the public will tend to be a bit skeptic.

After asking how well it works, if they say they haven’t tried it, it is good to find out if they haven’t tried it because they have no need, or because they don’t trust it is better than another brand. Ask them if they would purchase it, and then why or why not? This will be important in finding out if the advertisement has given enough information about the product, and in what areas it needs to increase the consumer’s knowledge on the product.

Once you know how well the advertising has worked then you can launch a public relations campaign. Your campaign manager or spokes person will most likely get in touch with local (or national) journalist, broadcasters, and magazine editors, to send out a press release and see if anyone will review the product. If their press release is successful then you will find quickly enough you will have more than enough testimonials. Your public relations campaign manager may also send out emails, post a web site of information, hold press conferences, or events for the public to come and learn more about your product.

After having conducted your interviews and launched and completed your campaign then it is time to re-interview the public. Just watch and see how successful a good public relations committee can be, it has been proven valuable again and again over the past hundred years.

Take a look at these excellent examples of public relations case studies:

Public Relations & Podcasting = The Perfect Marriage