DESPERATELY SEEKING PR

PR is a worthwhile tool that can be used to add value to any organisation if implemented correctly. Romil Timbadia reports.

Harry S Truman, the 33rd president of the USA, was once quoted as saying, "all the president is, is a glorified public relations man who spends his time flattering, kissing and kicking people to get them to do what they are supposed to do anyway."

And although PR has come a long way from what it was, the essential kissing and kicking still prevails. While promoting your company in today's business environment, it's up to you to maximise your PR if you want to gain tremendous value from effective and tactical PR strategies.

ALL GUNS BLAZING?

Is PR vital to building your business? Umm, yes. But what is more important is getting the balance right. Do you go in with all guns blazing or do you wait for an opportunity (which may leave it too late) to promote your business? The answer lies somewhere in the middle.

THE RIGHT CHOICE

Ask for examples of successful campaign strategies. Request to see examples of print and media coverage for other clients. Get an estimate of frequency of media coverage. Know the markets that will be pursued. Get references. Ask for samples of press releases written for other clients. Ask if there are any additional expenses. Demand weekly progress reports. Know how much time will be devoted to your account within a given week or month.

Gone are the days when PR agents used rumour, hype and publicity stunts as a standard means to influence public opinion toward an organisation and its products or services. Nowadays, the trick is to create a buzz although ample care must be taken not to create hype.

Is PR an entrepreneur's best friend? It could well be. If you're a small business owner, manager or an entrepreneur, good PR provides you with an advantage over your competition. If you're a corporate manager or executive, good PR drives effective public relations programs that communicate with a target market without increasing ad spending.

ADDING VALUE

The PR industry is like a silent but giant submarine lurking beneath the reports and broadcasts. In one way or another, it contributes to a large part of newspaper and magazines stories that are not breaking, political or crime related.

Public relations differs from advertising in that it uses editorial coverage in newspapers, magazines, radio, television and the Internet to highlight a company and its products and services. A campaign can focus on new trends, techniques, controversies, safety issues in a respective subspecialty or any host of topics deemed press worthy by a publicist and media representative.

David Ogilvy (a renowned expert in advertising) said that the single most important marketing decision is how you 'position' your product or service. Positioning is equivalent to what your product or service stands for in the minds of customers, prospective customers and even competitors. A good PR firm defines a strong position.

Employ a PR company that is quick, flexible and cost-effective. Positioning a company to be a market leader and measurably increasing media visibility is what successful PR is all about.

PR is a worthwhile tool that can be used to add value to any organisation.

PUBLICISE

Different PR firms use different methods of maximising publicity. Some believe that distribution of posters and stickers may also be a good way to publicise, while others say that radio advertising comes as an added bonus for exposure.

BOOK BROWSE

Here are a few good reads to help you on your way to maximising your PR.

EFFECTIVE PUBLIC RELATIONS	PUBLIC RELATIONS HANDBOOK	THE NEW PR TOOLKIT
Scott M Cutlip, Allen H Center, Glen M Broom Prentice Hall €95	Alison Theaker Routledge €30	Deirdre Breakenridge, Thomas J DeLoughry Financial Times Prentice Hall €26