PR as a whole is generally misunderstood because people do not have any clue about it. Most confuse it with marketing and think that the attributes are the same. Many people fall under the assumption that the major role of a publicist is to manage bad press and negative publicity. The main agenda should be to make the clients look good. If you tell anyone to work in public relations, many will assume you lie for a living.
The role of public relations agency
Many people have various kinds of speculations about this profession as well. While managing negative publicity is a part of PR management, a reputable Public Relations Firm will not lie to the public. It is more about organic growth and getting the audience to know about your products or services. Just as our world has changed over the past few decades, so did PR agencies and how they interacted with their clients. PR can be a great compliment to digital marketing as well and it can be integrated into a marketing campaignaltogether. If you are hiring a digital marketing agency, they will offer PR services too.
While print media has dominated PR agencies to some extent, the main aim is to secure client coverage in both print magazines and newspapers. The main focus of pr agencies is brand awareness. It also involves copywriting and editorial pitches too.
The goal was the same, to get the client featured in a major print publication and create brand awareness. If your brand is a new one, then you need to create a buzz in the market and only a PR agency can be successful in doing the same. The print is no longer a dominant player. If popular publications like Teen Vogue and The Gannett News Group are being forced to cut print elements from their businesses, then you can very well understand its role right now.
This is the reason why most PR agencies have switched focus to digital and thereby transforming the entire industry. The public relations profession these days has a brand in focus as well. They work with different types of influencers from Instagram and YouTube.
Modern-day PR or public relations doesn’t require wearing one hat. Without any further adieu, let’s dig deep into the specifics of public relations firms.
Research target market and personas
Research target markets and personas are a very important part of public relations. Consider the target audience first before you set the tone for your strategy. It is important for you to strategies the entire campaign from the very beginning. Make sure you share each piece of information with the agency you have hired so that both of you are on the same page.
Do your market research well and once the target market is identified, a PR agency will figure everything out for you. This includes gender, age, income, goals, and much more.
Publicists will be able to understand the publications that would cater to a particular type of audience.
Create targeted press lists
Creating targeted press lists can’t start without knowing the type of editors and writers. You need to do your homework depending on the product or service that your company provides. Once the media outlet is identified, you have to hunt for an editor or writer that is the best fit for your company. This aspect of PR marketing is important if you want to get the right results for your client. As a middleman, it is your duty to create the best price lists and pitch to the right journalists at the right time.
Create compelling pitches
Crafting pitches is the creative part of working at a PR agency. These pitches are based on political trends, seasonal trends, products, and services along with announcements. It can be easy or difficult depending on what you are trying to sell.
Conduct outreach
Pitches are typically sent through the mail to target address lists and followed up via email or telephone. This angle of PR includes media relations. While conducting outreach, public relations agencies are responsible for coordinating interviews and sourcing quotes. A PR agency should have a solid network that can make or break your brand’s success.
They must maintain positive relationships with members of the media so that you can get easy access to getting your blogs or journals published. They must be able to engage with the media community easily so that your brand can gain a positive reputation instantly.
Coordinate and handle trade show opportunities
PR agencies also handle and coordinate trade show opportunities and draft trade show press releases. They also secure speaking engagements and schedule time slots for editors. They provide end-to-end solutions related to trade shows.
Handles all aspects of influencer relations
Influencer relations are a new offering that many modern-day PR agencies have to offer. They create targeted lists and amazing pitches as well. The main target should be to increase brand awareness and gain new customers. To wrap it up, you need to drive sales with the help of your PR agency. Make sure you go through their ratings and reviews so that you can benefit from the same.
They should engage actively on the company’s social media channels, such as Instagram and YouTube. The goal here is also relatively the same.
Conclusion
To summarize, PR agencies are needed to create brand awareness and drive traffic and sales. As long as you have a brand strategy, you are good to go.
