“A certain sentence should assert a certain fact, there must, however the language may be constructed, be something in common between the structure of the sentence and the structure of the fact.”
Advertisement is dead, over to PR now..
Public relations is a very broad term. It will be better to explain it by quoting a humoristic example:
There is a rat and a hamster. Once, the rat asked the hamster: how is it? We’re actually very similar to one another, I am even wiser than you are. But despite all this it is you who live comfortably with people. Kids love you, stroke you, feed with good grains, whereas I have to dwell in ditches and gutters, everybody flees when they see me. Why? The hamster looked at rat compassionately and responded: You have horrible public relations…
This story accurately depicts the current economic reality. On the market, there is an abundance of businesses which, regardless of their struggle and hard work, do not succeed so much as their competitors do. Why is this the case? Because nowadays even the most painstaking work on the best products or services is not sufficient. What you need is a top brand and carefully selected and presented image. In short, professional PR is crucial.
The fundamental principle of a public relations department is reliable and systematic notifying society, customers and contractors via mass media and not only of products, activities and plans of the customer. We have been letting entrepreneurs know that PR is not a caprice or a momentary fashion, which is though expensive and brings no tangible profits. It is the expectation of observing quick, rapid financial results of PR activity noticeable in the company’s budget that is one of the most frequently made mistakes by those who aren’t aware of how PR really works. This is a long-term investment, uncountable but certainly profitable one. It gives long-term effects, even during economic downturns. This argument is also sometimes misunderstood as some entrepreneurs treat public relations services as an emergency, a remedy which is taken only when the crisis appears. However, to successfully fight with a critical situation (that can affect even the best company), PR company has to know the enterprise, its structure and people well, be aware of the company’s strong and weak areas.
The services we offer are often implemented into more general company’s marketing plan; they complete and enhance it. Quite often we engage in some unexpected, unplanned activities. Over a few years of our work, we have gained flexibility and skills of coalescing PR services with expectations of our customers.
Having an external company do the public relations or support the internal PR department results in both tangible financial benefits and a bigger objectivity, since honest exchanging of information is vital in PR. The level of honesty in assessing an employee in a talk with a boss will not be the same as in the case of contact with a specialist from a co-operative entity, being an outer firm.
PR is information, not advertisement. Brand image, similarly to Rome, was not built in a day. Longstanding activity is crucial, though at the same time the goal with the prospects of accomplishing it has to be clearly set. In this way, we have noticed that a good, accordant with the setting image of the product can’t be overestimated. It is this representation that, although often indirectly, leads to success. With all this, we can add that the results of public relations activity can be observed relatively quickly, even after just a couple of weeks of activity.
We offer support in such activities as:
- Selection and analysis of the traditional mass media and new electronic media
- Overall media-relations – representing customers in press, on radio, TV and the Internet
- Edition of documents prepared for media
- Arranging and sustaining a base of media and journalist
- Press conferences and briefings
- Running traditional and on-line press office
- Organising individual contacts with media (silent PR, media-lobbying)
- Special parties and events
- Grand openings of facilities
- Presentations of products
- Event publicity
- Co-negotiating of contracts with media
- Gaining discounts
- Media patronages
- Internal communication
- In-company opinion researching
- Steering the information flow within company
- Socialising parties, seminars and meetings for employees and contractors
- Trade conferences
- Creating bonds within corporation and raising brand awareness among employees
- Trade and occasional company publications
- Newsletters for employees, clients and trade partners
- Multimedia presentations on-line and on data storage devices
- Communication strategies in critical situations
- Communication management in company mergers, taking-over or emergence of new structures
- Sponsoring seeking and counselling
- Seeking alternative funding of events connected with PR
- Websites management, designing structure and managing content on Internet portals
- Search engine optimisation (SEO)
- Internet relations with media, consumers and contractors
- e-bulletins, e-newsletters
- co-operation with charities and foundations
- community-oriented actions techniques
- media analysis with respect to certain criteria, quantitative analysis
- monitoring of press activity of competitors
- monitoring the Internet – websites, discussion forums, etc.
- … and many more