What is the role of Public Relations?

Public Relations (PR) is often believed to be Press Releases but they are just one of the tools used to create good Public Relations.

Public Relations is what is needed to create and maintain goodwill and mutual understanding between an organisation and its clients (publics or stakeholders). It therefore has a wider remit than just press releases. Do not confuse publicity and Public Relations. Public Relations is used either to generate good publicity or to counter bad publicity. Public Relations is all about ensuring that target audiences are favourable and receptive to your organisation. The key is to change attitudes from:

• Negative to Positive
• Hostility to Sympathy
• Prejudice to Acceptance
• Apathy to Interest
• Ignorance to Knowledge

A good PR person will use a variety of tools to achieve the above which can include Media Relations and Campaigning, including Lobbying. By far the most useful of these tools for small businesses is the first. I have had over 20 years of working with the various media, successfully securing coverage in most of the quality newspapers, numerous television programmes including Panorama and Newsnight (and we weren't the organisation being investigated!!), and advised other nationally recognised documentaries. Organisations I have worked for, and with, have been interviewed on BBC Radio Today programme and 5 Alive, as well as many regional stations. Locally, I have good contacts with most of the regions press, TV and radio, and because I know what makes a good story and don't waste the journalist's time, I am usually successful in gaining coverage.

If you are an organisation that is interested in influencing local or national government, PAK Communications has a proven track record here as well. Follow the link for Political Campaigns to read more...