Marketing of Public Relations in India

A Public Relations service is fast becoming a growing component of the communication segment that attaches itself to advertising and marketing companies, and other business firms. Due to the growing popularity of public relations services, more and more public relations agencies have come forward with their quality service through effective marketing. Public relations agencies act as an outstanding example of a perfect intermediary between advertising and marketing companies, business houses, and media houses and the consumers. Public relations firms take care of the need for an effective communication exchange between these stakeholders in the most efficient manner. Moreover, these public relations firms manage to unfalteringly provide the information needs of prominent brand managers, advertising and marketing communication professionals, advertising decision-makers, and media planning professionals, and so on. Many of the media professionals today are of the opinion that public relations is effectively heading straight to become the most prevailing advertising and marketing services discipline. The Indian domestic scenario related to public relations services shows a positive growth in the recent times. In fact, several of the leading public relations agencies in the country are putting their intelligence together to reach a stage of development that benefits all. The most effective formula for the success of public relations services is the presence of a favorable marketing ground for their services.

In the event of an economic slump, there are still a lot of companies and firms that are willing to continue with their purpose, although the amount of business gets somewhat slackened. In such a case, when it is very important to boost business and elevate the status of any particular company, the need for effective public relations is felt. It is very important to observe here that it is only due to the planning and strategies of public relations firms that business revives its position. Public relations firms present their business intelligence, creative approach, and energetic sales strategies to achieve their goals. As a result of the efforts of public relations, when the economy makes a u-turn towards normalcy, major business players obtain immense support, while companies of lesser status achieve a new high in their status. It becomes very crucial for various business enterprises dealing in all sorts of business to gain from the continued support and guidance of public relations services. In fact, a public relations is that part of the business industry that exists majorly for the development of business and national economy.

The Role of Public Relations in an Organization

Everyone knows that several factors are responsible for the success story of an organization. These factors include reputation and image of an organization and communication with public. Public relations are concerned with reputation, image and communication of public and organization. The enhancement of reputation of an organization is a main goal of Public Relation Department. The employees of Public Relations are known as PR. They represent the company in outside world at its best.

In the highly competitive world of modern business, every organization needs a stand in the crowd and to uniquely identify in front of public and media. PR basically engage with development of suitable relations of any organization with public via different communication media and tools. These Relations are those necessary activities which assess and determine belief, approach, and thinking of public towards organization. Public and media play an integral role in the development of business. Public is the ultimate buyer of our products and media is responsible for selling of these products. PR helps any organization to attain its full prospective. They provide feedback of public to company.

The role of PR in an organization is immense and wider scope, which includes:

  1. Prepare feedback from public and decide the areas of improvement in organization.
  2. Create rapport and goodwill of organization in the key market and public.
  3. Image and reputation of company in different magazines and articles in media and its publications.
  4. Evaluate and monitor media tools for public views and comments regarding company and its reputation.
  5. PR is also a part of marketing communication, which involves in advertising, direct sales and promotions.

Several functions are associated with PR in an organization. The main functions are community relationship, crisis communication, financial relations, employee’s relations, and government and political relations.

Community relations refer to those activities which bridge the gap between company and community. The main goal is to improve image and reputation of organization in any community. Crisis communications give the right and accurate information about organization in the time of any mishappening and accident. Wrong information leads to negative image of organization. PR plays an important part to update public in the time of emergencies and natural calamities. Financial relations provide information to the investors and stakeholders. It communicates with all types of groups and individuals for accurate operation of business. These activities enhance goodwill and image of organization.

Employee relations are the way to interact with customers in several ways. The employee’s reputation is the key player in company’s reputation. Political and government relations define influence for policymaking and different legislation for the betterment of organization.

We can say that PR is the basic of firm relationship between public and organization. The strong bonding of the companies and customers is the key goal of Public Relations.

Know The Reasons To Use Public Relations For Your Business: A Checklist of Considerations

WHAT IS PR and WHY USE IT?
There are many possible reasons for using the powerful practice of public relations. First, let’s make sure we are on the same page when it comes to the definition of public relations. Public relations is also called media relations. The terms are used interchangeably though doing so is not completely accurate. Public relations obviously involves dealing with the public, while media relations deals with the media. The terms tend to be used interchangeably because it is through the media that we reach the public using this practice.

I’ve found in my adventures with my small business clients that starting out, most of them don’t have a clue about what public relations is or the power of its use. Small business owners rarely realize that sharing the stories -the news- of their businesses or brands through media outlets exposes their businesses in a way advertising can never accomplish.

Public relations is the practice, the art, of generating public interest in your business, message, product, service or what have you, using the distribution of your message through the media. In this age of information, that now includes “new media.”

This means getting your stories to the press online and off. Whether you realize it or not there are people whose job it is to get stories placed with the media. While media in this context includes social and online outlets, PR professionals are experts in NEWS media. These professionals are publicists and when they achieve their goals… it’s called publicity.

Articles in newspapers, magazines, newsletters, appearances on television and radio talk shows are generated by someone contacting those media outlets and convincing those outlets to discuss, interview, write about or otherwise put the message out there where the public can read, watch or hear it. Event publicity may even include allowing the public to EXPERIENCE your brand through live interaction and/or demonstration. In every instance of public relations, there are established standard practices of doing so and PR specialists, expert at getting it done.

The use of publicity -and PR professionals- is the primary way savvy business people these days successfully launch, grow and brand business.

KNOW WHAT YOU WANT: Use Publicity To Get It
Public relations can be reactionary, used in response to current trends or incidents, or to send out responses to company challenges, mishaps and scandals. There is a whole industry of PR professionals who specialize in “crisis management.” Conversely, proactive PR is designed to shape the public’s positive perception of you on an ongoing schedule, not to only produce stories when there is an event or in response to problems. Proactive PR is planned and executed on strategy that brands.

To take advantage of proactive PR, you must first decide what you want to achieve. Whether we’re talking about your product, service, new business model, retail store, organization, vision for change, book, stage play, art exhibit, or web site, whatever it is you’ve got going on, you need to decide what you ultimately what from it right away and into the long-term future.

CONSIDER
Do you want to grow from small business to big business? To eventually take your business public or sell it? Do you want local recognition or national fame and fortune? Do you intend to “go global?” To franchise? Are you in or planning an expansion? Think about those things then use the following checklist. This list, though comprehensive, is inherently incomplete. Use the list to trigger your thought process to decide your publicity goals. Use it by completing the following statement; check off and add as many (endings) as you like.

I want my public relations efforts to:
• Increase my visibility and name recognition.
• Increase my company’s visibility and name recognition.
• Increase my income.
• Increase traffic (retail, online).
• Generate recognition for members of my staff.
• Announce major achievements.
• Build (my brand) credibility in the industries I’m involved in.
• Change a misconception.
• Generate interest to attract investors.
• Help expose and build events.
• Generate or increase event attendance.
• Generate or increase membership.
• Expand my customer base.
• Build public awareness.
• Generate support.
• Attract volunteers.
• Enhance personnel recruitment efforts.
• Sell.
• Generate more publicity.

THINK FIRST
So, when going into business; developing a product, project or brand; expanding a company or planning ANYTHING that involves the need to communicate publicly, THINK FIRST. Your reasons for establishing a public relations program for your business shape your approach for developing, and dictate the angle or “spin” of, each of your publicity messages. Your reasons for using PR guide your message goals, objectives and your means of delivery. The reasons you choose for implementing public relations serve as foundation for, as well as leverage to build on, the marketplace perception you receive and the results you achieve.

Public Relations – Integral For Business

Public relations is an absolutely integral part of any businesses recipe for success, in fact, a well thought out and properly enacted public relations plan can be the single most important part of a company’s marketing – and aside from a good product and hard working employees, the most important part of running a business. Public relations will determine exactly how your company is viewed or perceived in the public eye.

Current and potential customers like to be ensured that they are, or will be patronizing a company that cares. A public relations department can organize a plan of attack to let the consumer know that your company cares about people and the environment, and about any other burgeoning social issues. A good PR department will also make the public aware that your company has a new product on the horizon and why they have to be first in line to purchase it, or that your company is branching out to offer new services and how that will make you stronger and more capable of handling their needs as consumers.

Yet another great facet and important role of a public relations department is damage control. If something, anything goes wrong and the public is made aware that the problem arose from one of your company’s employee’s actions or due to a particular policy – a good PR department will be the first one on the scene to correct it. Writing releases for apology or correction of error, along with releases stating the fact that new employees and procedures are in place to prevent any future problems can often save a companies reputation in the public eye.

Inside or Out?

Many companies have their very own public relations departments, made up of what could be any number of employees who are responsible for a wide variety of duties including: producing eye catching press kits, writing poignant press releases, organizing charitable events and contributions and some general damage control.

This is usually the best option for large companies with big budgets in place for advertising and payroll. A good full time PR department is great if ever there are cases of an emergency that needs to be dealt with immediately.

Companies that don’t have their own public relations department, but that realize just how important the proper approach to and implementation of public relations can be, will often enlist the help of a third party public relations firm to take care of that end of the business for them.

This second option can work quite well for a company that doesn’t want to keep several full time employees on staff (having to take care of employee salaries, vacation and health benefits), when they can temporarily employee a service to do the job for them. Many reputable and successful public relations firms can bring quite a cost for the service that they provide, but often the results that are yielded from a good public relations campaign can certainly outweigh the cost of enlisting a firm to provide the work.

A third option is for a company to employ regular employees to handle the basic issues of a public relations department – to generate the thoughts and ideas behind the advertisements and new product pushes, but then hire freelance professional to take care of the artistic side of things (the graphics, design and writing).

Regardless of whether a company employs their own full time public relations department, enlists a third party to do the work or uses a combination of in house people and freelancers to get the job done – public relations is an enormous part of whether or not a company will succeed.