Public relations
agencies are hired by every kind of business, governmental body, nonprofit and individual that needs good press coverage. The main objective of a public relations campaign put together by an outside agency is to garner positive publicity for the client. Unlike advertising, public relations (PR) exposure is not paid for. Instead, publicity is generated through press releases, announcements and attention-getting activities. A complete campaign utilizes some of each tactic.
Identification
In an initial interview with a client, PR professionals will gather information and through a series of interviews, discern the company objective. They must determine what the business is trying to say and what it hopes to accomplish by hiring a PR agency. The PR person then conducts market research to find the best platform from which to deliver the message. A plan of action is developed and executed.
Time Frame
PR efforts are typically time-sensitive. A press release should impart a sense of urgency to the media so they will cover the story. Events must be timed so that local and national media can get to the event and make it work for broadcast and print deadlines. Conferences and trade shows make good venues for name recognition efforts and must be grabbed in plenty of time before the event begins.
Considerations
PR agencies can be brought in for a one-time event or can be kept on retainer to be available for emergency response or to handle big announcements. A PR firm can work with clients to manage all PR for the company, including reporting on the results of every PR move. A good PR professional recognizes opportunity for positive exposure and gives the client an opportunity to take advantage of it whenever possible. Much like an agent to a movie star, the PR agency should be calling its client base with "roles" on a regular basis.
Benefits
Other activities that a PR agency may propose include sponsorship opportunities of an event or local charity. Little league teams and race-car drivers offer businesses plenty of chances to get their name in front of potential customers. Professional PR specialists have deep ties with specific industries and in the community in which they operate. They can call on friends in the media and top government officials when they need a favor. They are well connected in the business world and share those connections with clients.
Warnings
While the PR field is an honorable profession with outgoing and creative people in most agencies, the industry does have a tendency to attract unscrupulous individuals as well. Watch for unethical suggestions from a PR agency representative, such as paying off an elected official or staging a false event to attract attention. Ask for referrals and find out if the agency is a member of a reputable association such as the Public Relations Society of America.
