Public Relations Marketing
Adapted from On Target: The Book on Marketing Plans by Tim Berry and Doug Wilson

Public Relations involves a variety of programs designed to maintain or enhance the image of your business and the products and services it offers. Successful implementation of an effective public relations strategy can be a critical component to a marketing plan.

A public relations (PR) strategy may play a key role in your promotional strategy. A planned approach to leveraging public relations opportunities can be just as important as advertising and sales promotions. Public relations is one of the most effective methods to communicate and relate to your market. It is powerful and, once things are in motion, it is the most cost effective of all promotional activities. In some cases, it is free.

The success of well executed PR plans can be seen through several organizations that have made it a central focus of their promotional strategy. Paul Newman's Salad Dressing, The Body Shop, and Ben & Jerry's Ice Cream have positioned their organizations through effective PR strategies. Intel, Sprint and Microsoft have leveraged public relations to introduce and promote new products and services.

Similar to the foundational goals of marketing, effective public relations seeks to communicate information to:

• Launch new products and services.
• Reposition a product or service.
• Create or increase interest in a product, service, or brand.
• Influence specific target groups.
• Defend products or services that have suffered from negative press or perception.
• Enhance the overall image of your business.
• The result of an effective public relations strategy is to generate additional revenue through greater awareness and information for the products and services your business offers.

Goals and Objectives

Good strategy begins with identifying your goals and stating your objectives. What are the goals and objectives behind your public relations strategy and can they be measured and quantified?

Each of these areas may reflect the goals your public relations campaign may seek to accomplish.

Press relations
Communicating news and information of interest about organizations in the most positive light.

Product and service promotion
Sponsoring various efforts to publicize specific products or services. We covered some aspects of how to do this effectively in our article on Strategic Alliances.

Firm communications
Promoting a better and more attractive understanding of your business with internal and external communications.

Lobbying
Communicating with key individuals to positively influence legislation and regulation. This might be difficult to do on your own, but if you get together with business owners who affected by the same legislation or regulation, you can put a lot of effective pressure on legislators.

Internal feedback

Welcome the opprtunity for your staff to tell you honestly how other people and your customers view your business. Listen with an open heart and implement whatever changes are needed to improve your business image.