Public Relations is the art of analyzing trends, predicting their consequences, and implementing planned programs of action. It is used to inform, persuade, create and make things happen by using a number of communication tools including, but not limited to, brochures, fact sheets, newsletters, press releases, workshops and seminars.
In its simplest form public relations is the art of creating a favorable atmosphere for marketing a product or service.
Publicity is the subcategory of public relations. The disbursement of information about an event, individual, project or company. It appears in newspapers, magazines and television shows and creates awareness, builds images and influences opinions and decisions.
In a nut shell the impact of publicity is priceless. If you need a boost try these 10 public relations and publicity tips:
- Create an innovative appealing press kit that will get noticed and include the essential items: press release, biography, fact sheet, photo, and product.
- Make sure you have a professionally written biography that is an interesting read, enhances your abilities and is pertinent to your field. No one wants to read a boring, pointless biography.
- Keep your face in the place by attending industry conferences, meetings and the like so you can make an impact and make important contacts with various industry executives. If you make a good enough impression they’ll remember you.
- Keep the industry aware of your successes and accomplishments by sending announcements, press releases, media alerts and blurbs accordingly. Be selective when alerting the industry or media about your accomplishments. Send newsworthy press releases or announcements only and never saturate the industry with irrelevant information. Why? 1. You will become a bore. 2. You cheapen yourself. 3. When you really have important news no one will pay attention.
- Keep abreast of industry news. When you are in the know you can position yourself early on to be a part of a panel or workshop. This will heighten your level of awareness, legitimize you, and begin to create a buzz.
- Study media outlets pertaining to your industry. Knowing the format of magazines, blogs, radio stations and television programs will better your chance of securing a spot when the time comes.
- Make sure your image is consistent with your music. Don’t dress like Prince and sound like Luther Vandross. It just doesn’t work.
- Most businesses operate successfully because they have a business plan they follow. Have a publicity plan that states your goals and objectives identify your target audience, create a unique selling point, and a budget to support your plan.
- Effective public relations is a process that starts with research. You can’t begin the process of a PR campaign if you have no information. Think about it. Can you write a press release about something you know nothing about? Or could you intelligently speak on a foreign subject if you are not familiar? The role of research in public relations is vital and is used for many reasons. Before attempting to create a plan you should know why you’re creating it, who you want to reach, and what is the expected outcome.
- Be realistic. Public relations is a process and only one part of the puzzle. You can’t have a successful CD publicity campaign if you have no marketing plan, radio and retail and promotions. They all work together as a machine to enhance your image.
Phyllis Caddell is CEO of Pc Public Relations & Management, Inc. launched in 1995. Today the diverse firm is a prosperous enterprise servicing the entertainment and beauty industries.