Articles

Post an Article
Small Business is Too Big To Ignore
Public relations

Small Business is Too Big To Ignore

Small Business issues, reforms, and legislation are attracting a lot of attention in the lead up to...

Unravelling public relations for small business
Public relations

Unravelling public relations for small business

Ironically, the public relations industry tends to garner quite a bit of bad publicity. People...

The know how: PR tips for small business
Public relations

The know how: PR tips for small business

All things considered, running a small business is hard work. While public relations can seem...

3 tips on how to reinvent yourself
Public relations

3 tips on how to reinvent yourself

I thought I was different. There has been a stirring inside of me that I couldn’t define. My life...

Why Your Business Needs PR
Public relations

Why Your Business Needs PR

Why Your Business Needs PR   Public Relations is arguably one of the most effective aspects of...

How to leverage the news cycle for publicity
Public relations

How to leverage the news cycle for publicity

It is a time-honoured tradition that defines the daily news agenda – and is a golden opportunity...

If you don't engage, it doesn't count
Public relations

If you don't engage, it doesn't count

Everyone does media. In some way, every business now has some form of a media presence, whether...

Bad publicity – deal with It
Public relations

Bad publicity – deal with It

As a business owner, bad publicity can have a detrimental impact on your business and can even...

A day in the life of a pr professional
Public relations

A day in the life of a pr professional

A large part of our business here at Belgrin is Public Relations. Many people are perplexed by...

How digital marketing has changed the public relations game
Public relations

How digital marketing has changed the public relations game

Can you believe there are businesses out there that aren’t engaging in digital...

Public relations

Public relations (or PR) is the field which handles the flow of information from an organisation to the public and manages the response of the public to the organisation. Public relations offers businesses a chance to communicate with their audience on topics of genuine public interest, and therefore they do not require direct payment. Advertising, on the other hand, allows businesses to communicate any message but for a fee. The purpose of public relations is to generate coverage using interesting or important information that news organisations want to share on its own merits, thereby gaining exposure for the business free of charge.

What is the goal of public relations?

Ultimately, public relations is about inducing the public, potential customers, employees, investors, business partners and any other stakeholders to hold a certain view about the organisation and its offering. This is distinct from advertising, in that there is typically no call to action or direct proposition being made - the benefit is more indirect. By establishing credibility and creating a valuable image for the organisation or product, the public decides on their own to seek more information and make a purchasing decision.

What do PR specialists do?

Whether a businesses uses a public relations professional or an entire PR firm, the goal of these individuals is to put forth the ‘face’ of the company to the media. This means crafting communications to share the official positions of the company on matters deemed important to the public. For this reason, PR is an essential part of branding and brand strategy, because it defines the way that the media presents a company to the public at large.

PR specialists are typically experts in communication and rhetoric, with strong writing and speaking skills. In a sense, public relations is about spinning news events in the company’s favour. To do this, PR firms work to fully understand the businesses they are contracted by, and work to a long-term branding and PR strategy.

Essentially, public relations is centred in building and managing relationships. The most successful firms have strong working relationships with the media, which they have built up over many years. This gives them a degree of influence in what stories the media runs and opens opportunities for editorial coverage.

What sort of activities fall under public relations?

  • Organising publicity events
  • Organising speaking events
  • Creating and distributing press releases
  • Sending out newsletters
  • Making blog posts
  • Making social media posts
  • Creating press kits

How can small businesses utilise public relations techniques?

Small businesses should be sure to send any and all interesting news to local media outlets. Local papers and radio stations are often hungry for relevant local content, and if a business can offer something of genuine interest there is a strong possibility the story will be run.

Social media is another low cost PR option available to small businesses, though it is important to understand the basics of social media marketing before establishing a digital presence on those platforms.

An ongoing newsletter is one of the best ways for small businesses to keep in contact with their customer base and stay top of mind, while educating customers further about new products, special offers and added value propositions.