We know that sometimes public relations can be difficult to fully understand. Every now and again we hear misconceptions about our industry and the role of a PR professional as a result. On the odd occasion, we have come across people who believe PR is the same as advertising. Where as some knows it involves writing but are not sure how it works.
Here we explain what is PR. We’ll also take a look at some of the expertise that we put into play to ensure our clients and their products/services receive the recognition they deserve.
What is PR?
In simple terms, the main aim of public relations is to manage a company’s reputation. Through PR we ensure the business is at the forefront of people’s minds when they are looking for its services. Something that every organisation needs in today’s competitive economy.
To do this, there are a great deal of tasks that need to be completed on a daily basis. For example, drafting and distributing press releases, managing social media accounts and securing and writing thought leadership articles and features.
What skills do you need in PR?
- Communication
It may seem a simple skill to be ranked as first in the list, but when there are so many different forms of communication literally at our fingertips, you need to be able to master them all. One in particular is the ability to actually speak on the phone. In a digital world, people may shy away from phone calls when there are so many other impersonal forms of contacting someone out there, such as email and instant messaging (both as equally important may we add).
- Writing
Being able to pull a paragraph together doesn’t quite cut it in the world of PR. You need to be skilled in writing engaging and creative content in many forms. Being able to write for different audiences and various publications is a must. All copy must also suit the client’s brand and tone of voice. Be factual, grammatically correct and the spelling must be accurate throughout.
In addition, to carry out PR effectively you must be able draft copy to suit a range of media types. For example, blogs, online news pages, case studies, social media, trade magazines and traditional regional and national newspapers.
- Creativity
Creativity is key in PR. To carry out a campaign effectively it must grab the attention of journalists, the client and their target audience, whether it’s trade or consumer facing. A reputable PR agency, like Dragonfly PR, will also be able to come up with new ideas to keep campaigns and strategies fresh, relevant and engaging. This may sound easy, but we have to be able to pinpoint ways to keep momentum in a campaign and still secure coverage even when, on the odd occasion, things are quiet and there isn’t actually anything new to talk about.
- Research
Keeping up to date with the latest market trends, products and services is vital. This is vital especially in an agency role when you’re working across various sectors and with numerous clients. You have to know each of your client’s businesses thoroughly and the industry they work in. Staying up to date with the day to day news and business stories, recognising any reactive opportunities that would be relevant for our client’s to comment on or take part in and being aware of all of their key media titles is also essential.
- Organisation and adaptability
As no two days are ever the same within a public relations agency, you must also be able to jump from one subject to another easily. At Dragonfly PR, we spend our days drafting copy for very different sectors from construction, manufacturing and engineering. Sometimes this is carried out all in one afternoon and for various forms of media including trade press and social. So, for us to do our job effectively, we have to ensure we can switch from one topic to another swiftly.
The way that people consume media is constantly changing. As a result, so is the role of a PR professional. These are just a few of the essential skills you need to make public relations work well. As our industry continues to evolve so will our expertise.
Our provide bespoke campaigns that can boost awareness of our client’s businesses and the services/products they offer.
We have ore than fifteen years’ experience working with construction and manufacturing businesses. We also work throughout Yorkshire, the East Midlands and the North West, Dragonfly PR offers a dedicated results-driven service. For more information, call 0114 349 5345 or email hello@dragonflypr.co.uk.
