A friend of mine is a successful PR consultant in San Diego. I asked her a few questions.
So, what does a PR person do?
Public relations professionals can wear many hats in service to an organization, either as employees or independent consultants. The traditional definition of a public relations person is someone who represents your company or organization to the media and the public. P.R. representatives generally write and distribute press releases, pitch stories to the media, handle media inquiries, and moderate media interviews and availabilities, developing a relationship with the key members of the media relative to your market and needs. Their duties can also include writing promotional copy for your website and marketing materials, consulting closely with your marketing staff to develop your message, media training your executives, planning and executing press and promotional events, and acting as spokesperson for your organization. What P.R. reps generally do not do is design advertisements and promotional materials and buy ad placements, or write grant proposals and conduct fundraising activities, although they often consult with the members of your staff who are carrying out those duties.
Then, why would anyone need it?
P.R. is a very cost-effective way to obtain publicity in the various media outlets to supplement or even replace paid advertising. For example, a P.R. representative pitching ideas about your organization in the local newspaper may result in a story and photo about you that will attract a lot of attention. This is a much better return on investment than what it would have cost you to buy an ad of comparable size and prominence.
Second, P.R. gives you coverage in the news which validates your efforts and adds prestige and weight paid advertising cannot. The same reader who might flip by quarter-page ads, or change channels when your TV ad comes on, will not only pay attention to a feature story about you, but he will also be impressed that your organization was important and interesting enough to warrant a story. Editorial content carries more weight than advertising because you did not create it yourself or pay for it to be included in the media.
Why would an independent consultant need a PR?
Any company or organization of any size can benefit from meeting with a professional P.R. consultant. They are skilled at helping you define your goals and the scope of your activities, highlighting what is unique and newsworthy about your organization, and pinpointing your publicity and promotion needs. If it is appropriate, they can then work with you to create a set of specific business goals you wish to achieve through a P.R. campaign, create a calendar, and begin implementing your plan.
In this shoddy economy, how can a P.R. person help you better leverage your position amongst the competition?
The first mistake companies of any size make in an uncertain economy is to cut P.R. efforts to reduce costs. Communicating your activities and achievements to the public is essential to the success of any organization, and P.R. is cost-effective. When it is especially important to separate yourself from the pack, a clear and coherent targeted message delivered by someone with prior relationships in the media makes all the difference. You are busy finding ways to beat the competition — a P.R. professional will make sure your efforts do not go unrecognized.
Lastly, what got you into it.
Like many P.R. pros, I switched sides from being a newspaper reporter. During a round of layoffs I came across an opportunity to join the P.R. and marketing staff at a large performing arts organization, and realized that my experience and skills as a reporter could be a huge advantage, having seen the business from the other side of the desk. I stayed with that organization for nearly eight years, eventually working my way up to Associate Director of Public Relations. During my time with the organization, we achieved record-breaking growth and ticket sales, were featured in major national and international publications, and launched two different documentary television programs about our company and art form, which I co-produced with a local television station. One of these programs went on to win a regional Emmy award.
I left the organization to form my own P.R. agency in 2001. As an independent consultant, I work with a variety of clients in many fields, either on a retainer basis or per project.
In my professional life I have been a reporter, a teacher, and a P.R. rep, but in reality I consider all of these jobs to be versions of the same one: teacher. A good reporter teaches the public about events and concepts, and a good P.R. rep does the same for the media and the public. All three professions achieve the most when the individual removes him- or herself from the equation and lets the facts speak for themselves. Whether you are writing an article, giving a lecture, or preparing a press release, the way in which you shape the information to be as interesting and informative as possible to your desired audience is the key to successful communication.
What is your favorite P.R. quote:
“Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people.” – Jim Rohn (entrepreneur and motivational speaker)
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