What is Public Relations? Here’s a Successful Example

For those of you who own a business, you must know what PR is and how important its role is for the company. PR or public relations plays a role in creating a positive image so that your business is recognised by the public.

From that positive image, the company can freely carry out its business strategy. Starting from getting exposure, attracting strategic partners, to getting clients.

Although important and much needed, not a few companies fail to run public relations. In this article, we will discuss what public relations is and examples of success.

What is Public Relations?

Public relations is the strategy of managing information to be delivered to the public. The main goal is to create a positive image of an organisation to the public.

Usually, public relations releases information about events, news of company achievements, cooperation with strategic partners, and other positive things. Sometimes, this division also creates special campaigns to spread a positive image of a business. For example, by creating a blog or review competition with prizes.

However, PR tasks are not limited to ceremonial matters. A PR person is sometimes faced with slanted news or controversy. Well, then it’s PR’s job to respond to it and change the news narrative to be more positive.

Because of its important role, the position of PR in the company is still irreplaceable.

What are the Tasks of Public Relations?

In order to have a clearer picture, here is a description of the daily tasks of public relations:

1. Establishing Relationships with Mass Media

The main function of PR is to establish relationships with the mass media. This communication channel is still a channel that most people trust.

With the entry of company news into the mass media, of course, the company’s reputation will also increase. Plus, the exposure to potential customers is also definitely large.

2. Making Press Releases

To ensure that the company’s brand image is displayed appropriately, a PR person is responsible for making press releases to the media. That way, journalists will find it easier to convey messages from the company to the public.

3. Establishing Relationships with Partners

It is the job of PR to communicate with partners. From this communication, companies can explore opportunities for collaboration and expand their customer base.

In certain cases, PR can also double up as marketing communication. Slightly different from PR in general, he communicates with strategic clients to offer products or services.

4. Initiating Strategic Campaigns

To create a positive image, companies usually create various campaigns. From blog competitions, prize-winning reviews, to massive CSR programmes. These are all planned and executed by the public relations division.

5. Maintaining Brand Image

In addition to building, PR is also tasked with maintaining brand image. This is usually done by monitoring various news and testimonials about the brand.

If there is negative sentiment and slanted news about the company, it is PR who will devise a strategy to respond positively.

6. Being a Publicist/Spokesperson

Because they are good at building an image, PR is usually also assigned to be a spokesperson at an event or invitation. This is also to keep the company’s message and image consistent.

7. Ensuring Consistent Branding

Public relations is also responsible for ensuring the consistency of the company’s branding. Not only ensuring a uniform message, PR also ensures that published content will not invite problems.

Examples of Successful Public Relations

After discussing PR tasks in depth, it would be incomplete if we didn’t discuss successful examples. Namely, Iprice.

Iprice is a startup from the neighbouring country that successfully executed an international PR campaign. However, Iprice’s campaign was not a bombastic one like CSR or other programmes.

Instead, Iprice adopts a simple strategy that is actually easy for many companies to follow. The trick is to create quality content that is favoured by the media, aka newsworthy. The content format also varies. Starting from analyses, infographics, and other important info.

From this campaign, Iprice managed to get hundreds of reports from various media around the world.

Although it seems simple and easy to follow, there are a number of things that Iprice did to be able to reap the results today:

• Networking with major media outlets
• Communicating with the right journalists
• Conducting extensive research on topics favoured by the media
• Executing content creation
• Pitching one by one to the media

To be able to do all that, of course, requires a lot of resources. Especially in terms of time, energy, and resources. At first glance, this is a bit difficult for those of you who are just starting out.

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