How is public relations different than advertising? There’s an old saying: “Advertising is what you pay for, publicity is what you pray ...
How is public relations different than advertising?
There’s an old saying: “Advertising is what
you pay for, publicity is what you pray for.”
Advertising is paid media, public relations is earned media. This means you convince reporters or editors to write a positive story about you or your client, your candidate, brand or issue.
It
appears in the editorial section of the magazine, newspaper, TV station or
website, rather than the “paid media” section where advertising messages
appear. So your story has more credibility because it was independently
verified by a trusted third party, rather than purchased. Here’s a good chart :-
Another huge difference is price. PR firms charge monthly retainers or can be hired for specific projects. Advertising can be very pricey.
five
things about Public relations
1. Develop a thick skin – fast
Public relations is a fast-paced, high-pressure industry that is driven by performance – and results are never guaranteed. You will have projects that just don’t achieve the results you had hoped. And you will often have to deal with blunt feedback and rejection.
But how you handle all of these
challenges will dictate your ability to succeed in this industry. If you’re a
sensitive type, wait ‘til you make it – there’s no crying in PR.
2. Relationships with journalists are key
Building a relationship with a journalist is a two-way street and can be key to your success. Firstly, get to know who writes for each paper and the relevant journalists that cover stories of interest to your client. Start by getting to know their needs, then getting to know what type of a pitch will interest them. Even take them out for coffee to build that initial rapport.
3. Staying on top of the news is a part of the job
You must be up to date on the news, especially news
that affects your clients. It is up to you to make sure that your client is
updated on anything that is relevant. Even when you’re not at work, the
expectation is for you to keep your eyes and ears peeled for any relevant news
throughout the day and night.
4. Multitask like a superhero
If you weren’t already a multitasked, then you better
get into the swing of things. PR requires the ability to multitask successfully
as you’re expected to do work on a number of client accounts on a daily basis.
Learn to priorities projects in a time effective way and you will be flying…
5. Your hard work and dedication will pay off
There is a real misconception that PR is all parties and glamour, which is not at all the case. We all have our moments, but the reality is, most of the days are filled with meetings, pressure to meet deadlines, lots of writing, emails, and trying to keep up with the to-do lists. If you stay determined and stick with it, you’ll succeed – that’s what I keep telling myself anyway!
Formula for Successful Public relations
RACE was probably first used as a public relations acronym by Scott Cutlip and Alan Center when they were writing and later revising the first edition of their landmark textbook, Effective Public Relations. Despite this, John Marston is the person most closely associated with RACE because he featured it so extensively in his 1963 book, The Nature of Public Relations.
It was soon after that book that the Public Relations Society of America (PRSA) began citing RACE in its
brochures and advocating it as a fundamental best practice for those seeking
accreditation.
How is public relations different than advertising // জনসংযোগ বিজ্ঞাপনের চেয়ে কীভাবে আলাদা ?
RACE
describes public relations as a four-step, continually-cycling process:
- R
- Research - finds out about the
situations facing your organization, how they came about, who is involved
in them, how they relate to your organization's goals, and how you - as a
public relations practitioner - can maximize the benefit and/or minimize
the harm they might do.
- A
- Action - uses your research findings
to determine the best course of action, plan your response, and then
implement these plans. Some RACE proponents call this step
"Assessment" instead of action, but they invariably include the
same activities.
- C
- Communication - takes advantage of all
available media to deliver carefully-focused messages through the most
appropriate channels so they can have positive effects on each of your
organization's publics.
- E
- Evaluation - analyzes what's been done
during the first three steps to see how it affected your publics and their
perception of your organization. Once this step is completed, you return
to the research step and begin the process again.
RACE
is a concise and effective summary of how public relations should be performed
and a clever warning not to race into action before you think about what you're
getting into. But, as with most good ideas, other people thought they could
improve on it. So, over the years, we've been overflowed
with other acronyms that claim to be as good, or better, in describing the
public relations process.
Some alternate approaches:
PACE
is one of several approaches that essentially kept the same four steps in its
description of the public relations process but gave one or more of the steps a
new name.
- P
- Planning
- A
- Action
- C
- Communication
- E
- Evaluation
ACE
and a few other approaches claimed to simplify public relations by combining
the first two steps and reducing it to a three-step process.
- A
- Assessment includes research and planning
- C
- Communication
- E
- Evaluation
GRACE,
for instance, added a new first step in which goals and objectives are
explicitly defined.
- G
- Goal-setting based on the organization's
mission
- R
- Research
- A
- Assessment and planning based on research
findings
- C
- Communication
- E
- Evaluation
STARE
is another example of a five-step approach to public relations. What
distinguishes it from many other approaches is that it emerged from the public
relations specialty known as issues management and therefore focuses on
specific topical concerns.
- S
- Scan the environment
- T
- Track media coverage of key issues
and public reactions
- A
- Analyze what scanning and tracking
revealed
- R
- Respond
- E
- Evaluate
Reaching Special Public
Internal and external publics:
People in public relation think almost always in terms
of smaller, more specific publics drawn out of the general mass. Few people
ever have occasion to communicate entire population at one time. In fact a
public may be said to exist whenever a group of people is drawn together by
definite interest in certain areas and has definite opinion upon certain
matters.
Internal
publics
Internal publics are the people who are already connected with an organization and with whom the organization normally communicates in the ordinary routine of work.
The question is `How Shall we
communicate and to what extant?’ In dealing with the various internal publics,
a public relations man soon finds that his work runs into the domain of other
departments of the organization, such as industrial relation or sales, which are
charged with the main responsibility of maintaining employee efficiency.
Internal publics are:-
Employee public
Employee`s family public
Stockholder public
Community public
Supplier public
Dealer and distributor
public
Consumer public
External publics
External publics are composed of people who are not
necessarily closely connected with a particular organization. For example, members
of the press, educators and government officials may or may not have an
interest in an industry. The leaders of the industry cannot assume any automatic
interest and to some extent at least can choose whether these group shall be
communicated with or not.
External publics are:-
Press public
Educator public
Clergy public
Civic and business clubs
Women`s club
Social group
Government as a public
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