This is a question I’m asked quite often. Whether it’s directly or indirectly, in most initial conversations I find myself explaining – or defending – what it is I do. The challenge is that Public Relations doesn’t fit in a neat little box like when someone says “I’m a dentist” or “I’m a teacher.” Sure there are variances within those fields, but for the most part you can state that as your job title and people get the picture. With Public Relations, not so much. It’s ambiguous, abstract and ever-changing. Most challenging is that even the professionals in the field can’t agree upon a single definition for our work. As a result, I’ve created my own definition that has changed over the years along with type of services I offer my clients. In a recent conversation I was told that I have a very broad definition of PR to which my response was, “Of course, PR can be found everywhere!” And I firmly believe that. This is my personal explanation of Public Relations. While it may be broad and it may not be what you’ll find in any book, it’s coming from years of first-hand experience in the field. I’d say that makes it just as legitimate as any other definition out there!
It’s relationship management.
Foremost public relations is building and maintaining positive relationships with your audience. Technology provides us with the power to directly engage our customers unlike ever before. It’s important that businesses embrace this opportunity and carefully consider the image they’re promoting through these interactions. Some of the services I provide such as blog writing, social media management and web site content creation can be the first interaction people have with you. It’s important that your brand is intentional and polished. While many businesses successful manage their own relationships, it’s often with a good PR consultant at their side.
It’s about telling your story.
I’ve worked with quite a variety of clients and for each one I’ve been able to identify the underlying story that makes them stand out. This story is often hidden, underutilized or misrepresented – all affecting the impact it has on the target audience. You can promote your “value, service and integrity” and sound like every other business out there or you can use some Public Relations to help you craft a unique and memorable story that demonstrates these same qualities. I help tell this story and carry it across every communication channel, from web site content to marketing materials to company culture. Storytelling has become one of my specialties. I love the challenge of extracting a story upon being introduced to a new business and I love how drastic the results can be when a business proudly showcases their story to the world.
It’s common sense.
When I really want to state what I do in as few words as possible, I say Public Relations is common sense. OK, common sense to me at least. Really though I would say most people know that the basis of Public Relations – building relationships, telling your story, providing exceptional customer service – should be a core part of their business. Yet so many forget to implement it. I help clients regain this common sense by keeping them organized, staying on top of projects and deadlines so they don’t have to and overseeing the interactions between the business and its customers. Saying that Public Relations is “common sense” makes it sound easy, but it still takes someone with a specialty for PR to develop an effective strategy.
So yes, my understanding of Public Relations is basic and broad. It’s not overly technical and puffed up with jargon. Instead it’s relatable to every business. I see Public Relations opportunities everywhere and this inspires me to continue to grow my passion. What is your personal understanding of Public Relations? How has it been explained to you by others? Share your definitions so we can compare and discuss!