PR in Theory and in Practice

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PR In Theory And In Practice
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Public Relations

• Public Relations(PR) is the strongest and most
  decent tool of image building in the science of
  marketing, due to its simplicity, efficacy and
  efficiency PR is considered a more classic form
  of promotion than advertising or better to say PR
  'Diplomatic Media Promotion' in the current
  scenario. Apart from market research, strategic
  planning, media relations, content management,
  strategy formulation and event scheduling, PR
  required much beyond this for desired
  results.Here, we would focus on things which
  are very much essential as well as practical but
  lacks in theoretical significance as very less
  attention is paid by the experts in the academic
  content for PR books usually referred in the
  curriculum of mass communication and journalism
  courses offered by various colleges and
  universities. There are 5 vital factors which
  greatly affect a campaign in a subtle manner,
  these are...

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• 1. Always make honest commitments with your
  client Although PR can bring tremendous results
  in the long-run but it always takes time in
  creating the base. PR is not advertising where
  splurging money can enhance immediate visibility,
  PR works more on relations than budgets and
  pursuing the media is a time taken process.
  Therefore, a good PR agency always makes honest
  commitments with the client about the coverage in
  all three kinds of media- print, electronic and
  web.2. Be creative to receive attention From
  content creation to image projection and story
  presentation to scheduling a PR Agency should be
  very creative and innovative in developing ideas
  and execution of the plan. In the recent era
  where digital media plays an indispensable role
  in the PR activities the presentation on various
  social media sites should be appealing as well as
  engaging.

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• 3. Pursue the media but never annoy them PR
  without the help of media professionals and
  journalists is impossible but it doesn't mean
  that you repeatedly call them without
  understanding their limitations. "Excessive
  follow-ups can spoil the efforts, one must have
  passions as well as patience in approaching the
  media." Geeta Singh, Founder MD of The Yellow
  Coin Communication(TYCC).     4. Be ethical
  while promoting a brand Never choose a devious
  way for gaining early results, do not promote a
  brand or event which goes against the ethos of
  masses. Never directly attack on the competitors
  of your clients.5. Always prepare a contingency
  plan In case of negative publicity by rivals and
  competitors always get ready with a contingency
  plan and never react in haste. With the advent of
  social media the vulnerability of such kinds of
  attack has increased tremendously.