By getting the most out of public relations actions, Marianela understood that passing the information to her colleagues was not giving “gold to the bandit” but stimulating healthy competition that would enable consumers to have better quality products and services. .
Understand in this article how to do public relations!
The case of Marianela in public relations
Before going ahead and diving into the solution adopted by our beloved administrator, it is essential to make known what public relations is all about.
Many people understand that the professional dedicated to the area is a kind of promoter. Yes, promoters like those who are stimulating the frequency of clubs and pubs. What can we say about this vision? It is totally wrong, because a public relations professional has high specific knowledge and is dedicated to many tasks that exceed the field of action of promoters.
Public relations professionals are responsible for making the bridge between companies and the individual. Without them, many organizations would not be able to sign alliances, attract new clients and present a new and warmer public image.
Another important aspect is that there is no way to separate public relations from other areas such as journalism and marketing. Thus, when creating her public relations team, Marianela decided to incorporate people with differentiated knowledge about these areas, mainly people specialized in marketing.
On this, it must be recognized that public relations communication strategies go hand in hand with good practices of marketing. Both sectors are essential and need to work together, since the first is essential for the second to run smoothly and vice versa.
After including people with a heightened degree of understanding of public relations, marketing and journalism, Marianela established a public relations plan.
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Plan: How to do public relations?
You may be wondering what a PR plan is all about, right? Dealing with people, whether they are peers in the profession, companies or consumers. Therefore, any public relations action needs to be well prepared. Thus, a well thought out, structured and integrated plan becomes essential for companies.
When Marianela and her team decided to create and execute a plan, they identified 4 very important aspects for communication:
1. Crisis plan
This part is extremely important in the public relations plan of any company. This planning must contain all (or at least the most dire) of the negative scenarios that the company could face.
Apart from considering worse results, problems in the external environment and the business situation, Marianela and her professionals made a point of incorporating possible solutions. They understood that having possible ways out of the most difficult situations offers confidence and prevents the company from being surprised by a certain negative event.
2. Diffusion schedule
When starting a public relations plan, it is necessary to establish and organize a calendar for the dissemination of notes that must be issued throughout the work in the area. Normally, the implementation of the plan is done at the beginning of the year. Marianela knew that it was essential to have an activity guide and a suitable calendar, that is why she chose to gather the team when the company’s working year began.
Despite making every effort to follow the plan, it is known that this is not always possible. Obstacles and difficulties exist and can appear at any time. Therefore, it is indicated to be willing to adopt an emergency strategy. Sometimes quick and practical changes are enough to make the strategy effective again.
3. Studies with the target audience
Conducting studies with the target audience of the business helps to learn more about consumer expectations. In this sense, it is possible to understand which strategies were carried out and what were the results of each of them. It is also relevant to measure the results, this helps to identify, as well as correct eventual problems.
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Four.mailing in action
To spread and reach the public with the content generated by the companies, the public relations professionals and the communication department of the companies must build a good base of contacts with the media. This was a premise adopted by Marianela, and without a doubt, it caused better results.
Roles played by the public relations professional
As we said at the beginning of our text, the person who works in the area needs to perform various tasks and it is common for these to be related to other areas such as journalism and marketing. Thus, within this communication between areas, it is possible to detect that the professional performs various functions. Get to know the main ones:
- Planning and organization of special events such as fairs, congresses;
- Advice, once the professional needs to be in communication with several organizations and knows that this contact must be adapted to the profile of each of them;
- Development of action programs and care with their execution.
Marketing Content and Public Relations
If you ever thought that the two areas walked separately, you were wrong! As he marketing Content is important for public relations as vice versa. The reason is easy to understand. It is useless to make great content if the company has no one to show it to. In other words, for the content of an article to have an impact, it must be disseminated, and the public relations professional can help with this task.
It is very important that the managers, as well as Marianela, understand the importance of creating a good public relations strategy and keeping it in line with the demands of the other areas.
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