Two Sides of a Magnifying MirrorThe-Next-2)/Hala...TWO SIDES OF A MAGNIFYING MIRROR While...
Transcript of Two Sides of a Magnifying MirrorThe-Next-2)/Hala...TWO SIDES OF A MAGNIFYING MIRROR While...
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TWO SIDES OF A MAGNIFYING MIRROR
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PR ROLE IS TO PORTRAY YOUR IMAGE AND REPUTATION TO THE PUBLIC
THERE IS NO SINGLE GREATER VALUE TO AN ORGANIZATION THAN HAVING PEOPLE TALK ABOUT IT
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TWO SIDES OF A MAGNIFYING MIRROR
While advertising sends a fixed message that is handsomely paid for, public
relations creates an objective conversation about your company or brand for a
fraction of the cost.
Whereas public relations is independently verified by a trusted third party and
is a thousand times more valuable.
“A GOOD PR STORY IS INFINITELY MORE EFFECTIVE THAN A FRONT-PAGE AD.”
Richard Branson
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WHYORGANIZATIONS NEED PUBLIC RELATIONS?
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Like people – Organizations must communicate with others, and must
use communications to coordinate their behavior with people who affect
them and are affected by them.
"EVERYTHING YOU DO OR SAY IS PUBLIC RELATIONS.”
WHY ORGANIZATIONS NEED PUBLIC RELATIONS?
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PUBLIC RELATIONS TACKLES OTHER HIGH LEVEL TASKS; SUCH AS: ▸ Government Relations
▸ Community Relations
▸ Public Affairs
When crafted well, PR is the more credible source of information about an
organization.
It’s not just press and media relations
WHY ORGANIZATIONS NEED PUBLIC RELATIONS?
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PR IS THE ASSISTANT AND CLOSE AIDE FOR ANY DEPARTMENT OR
SENIOR EMPLOYEE ON:▸ What to say
▸ How to say it
▸ And how to handle the addressee
WHY ORGANIZATIONS NEED PUBLIC RELATIONS?
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WHY HIRE A PR AGENCY?
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At some point
Every business and person who works with the public
MUST
Communicate with the public.
But it's not ideal for a party to split its resources between its primary business
and explaining that business to the world
THAT'S WHERE PUBLIC RELATIONS AGENCIES COME IN.
WHY HIRE A PR AGENCY?
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PR AGENCY WORTH ITS SALT WILL UTILIZE A VARIETY OF
METHODS TO BECOME AN EFFECTIVE FACE AND VOICE FOR
THE CLIENT IT REPRESENTS
WHY HIRE A PR AGENCY?
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CREATING PR STRATEGY
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In Order To Create A Successful PR Strategy, In-house PR Department And PR Agency Should Work Closely On The Following:
▸Determining public relation goals
▸Identifying target audience
▸Drafting key Messages
▸Choosing tools and tactics
▸Create a time frame
▸Measuring success
Even if your business is well-established, creating a plan for your public relations strategies
will keep the organization on track, leveraging it’s brand positioning and achieving its goals.
CREATING PR STRATEGY
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IN-HOUSE PR PR AGENCYVS
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BENEFITS OF IN-HOUSE PR DEPARTMENT
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KNOWLEDGE OF THE BUSINESS AND THE INDUSTRY
The first, most obvious benefit is that a
PR department is well-versed in the
business & the industry and has in-depth
knowledge and experience in working
with other departments within the
organization.
BENEFITS OF IN-HOUSE PR DEPARTMENT
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In-house PR team is solely dedicated to
working on exactly what the organization
needs, whenever it needs it. This can,
however, also be a disadvantage as your
PR team answers to many departments
within your company.
ONLY ONE CLIENT – THE ORGANIZATION
BENEFITS OF IN-HOUSE PR DEPARTMENT
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An in-house PR team has access to
historical and confidential information
about the organization, making it easier
for them to develop appropriate
communication strategies.
COMMUNICATION STRATEGIES
BENEFITS OF IN-HOUSE PR DEPARTMENT
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HOWEVER
In-House PR Department usually don’t have enough time, staff or resources to have
full picture especially with a dynamic business & a dynamic market, They’re pulled
in many directions and may feel overwhelmed.
HENCE,
Having a PR agency is beneficial
BENEFITS OF IN-HOUSE PR DEPARTMENT
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BENEFITS OF PUBLIC RELATIONS AGENCY
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BENEFITS OF PUBLIC RELATIONS AGENCY
Public relations is a great tool for
businesses to stand out from their
competitors through telling their story,
building their profile and reputation, and
communicating with their target audience.
COMPETE WITH YOUR COMPETITORS
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BENEFITS OF PUBLIC RELATIONS AGENCY
PR Agencies supports corporate
organizations in building and shaping
their brand image and reputation using
different tools and tactics working in
conjunction with other elements of overall
marketing strategy, which might include
social media, events, CSR, etc.. This is
how organizations grow, with layers of
conversation about their product/services
over the years
BUILDING BRAND RECOGNITION
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BENEFITS OF PUBLIC RELATIONS AGENCY
Agency knows how to speak a definite
language journalists speak. PR agency
enjoy established relationships with
journalists and news outlets. They offer
connections, contacts and interviews.
BRIDGE THE LANGUAGE WITH JOURNALISTS
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BENEFITS OF PUBLIC RELATIONS AGENCY
Sales are not the only measurement of
ROI, A good PR agency is skilled in
using various tools to monitor and
measure the impact of campaigns, to
assess if a particular article or event had
the desired effect. PR Agency is well
positioned to help an organization to tap
into and manage all these sources that
ultimately impact the bottom line.
INCREASE YOUR ROI
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BENEFITS OF PUBLIC RELATIONS AGENCY
PR agencies usually have the capability
to serve more clients using its different
departments with different skills and
backgrounds which also helps in
anticipating, analyzing and interpreting
public opinion, attitudes and issues that
might impact the operations and plans of
the organization.
AGENCY CAPABILITIES
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BENEFITS OF PUBLIC RELATIONS AGENCY
AGENCY CONNECTIONS
PR Agency have strong connection due
to the number of clients they have , yet
they tend to provide generalized
understanding of the issue due to the fact
that they have too many clients. That is
where you need the In-House PR
Department to interfere since they have
the company-centric focus.
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BENEFITS OF PUBLIC RELATIONS AGENCY
Sometimes it’s more helpful to have an
outsider’s perspective. An independent
agency will give you unbiased, objective
advice.
UNBIASED OPINIONS
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BENEFITS OF PUBLIC RELATIONS AGENCY
A VARIETY OF EXPERIENCES
While your PR Agency may not be
physically located within the same four
walls – and has other clients to serve – it
also has experience and knowledge
about different kinds of projects and
circumstances. Whenever anything
comes up, odds are, your PR agents
have seen it before and know how to take
care of it.
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BENEFITS OF PUBLIC RELATIONS AGENCY
TRENDS
PR agencies are typically on the cutting
edge of new trends to ensure their clients
receive the best, most innovative service.
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BENEFITS OF PUBLIC RELATIONS AGENCY
A HAND IN A CRISIS
When a crisis hits, those closest to the
situation may act overly emotional or not
have the knowledge needed to handle it
adeptly. A PR Agency is equipped to
handle the media
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BENEFITS OF PUBLIC RELATIONS AGENCY
MEASUREMENT
All PR activities performed by the PR Agencies can and should be measured, measurement is a key part of showing a return on investment. Although the idea of setting PR KPIs can feel a little intimidating at first, it isn’t that complicated once you document what you’re trying to achieve with your external communications, how those efforts positively support the business, and how you can measure that support. Setting PR goals can help setting KPIs which would help coming up with successful measurements.
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BENEFITS OF PUBLIC RELATIONS AGENCY
THE SHEER NUMBER OF PEOPLE WORKING ON YOUR PR TEAM
Hiring an agency means you’re not just
getting the handful of people dedicated to
your account, but everyone at the agency.
The number of ideas and brainstorming
power on your organization’s behalf is
invaluable.
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CONCLUSION
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CONCLUSION
“IN-HOUSE PR DEPARTMENT & PR AGENCY ARE
PARTNERS AND ARE BOTH AFTER THE SAME THING,
THEY’RE JUST AT IT FROM DIFFERENT DIRECTIONS”
A company should try to combine both types of PR support. By having in-house and
an agency, you give yourself the best of both worlds. Each team can divide and
conquer so your brand stands out to your consumers.
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IF I WAS DOWN TO MY LAST DOLLAR, I’D SPEND IT ON
PUBLIC RELATIONS
Bill Gates