The major work that any PR firm does for any brand, service, or individual is to spread awareness about it, handle the crisis, work on reputation management, and build a healthy relationship with the public i.e., the target audiences. The “public” or “target audiences” are the ones who are interested in you, your services, or your brand and create an opinion about it. Their opinion matters as it can create or damage the image of the brand in the market. And once the reputation is damaged, it takes lots of effort and time by the PR firm to retain it again.
What do PR professionals do?
Public Relations professionals’ work is to provide journalists with a press release about the client. This is done to obtain free publicity for the client. The press release contains important information and a positive story about the client with some exciting points to gain the interest of the readers. Every local newspaper, radio channel, and TV channel keeps on looking for some fresh stories that attract more users to their channels. Hence, it is just a give takes the relationship between the PR professionals and the journalists.
To gain the trust of the journalists, PR professionals have to spend a lot of time with them and other mass media members. It requires a lot of research to understand the requirement of the journalists. It is important to identify which journalist writes what kind of story. A PR agency might contact a few journalists to understand their interest in the type of story.
Along with providing a fresh story to the media members, another requirement is to have a press kit or a media kit. A press kit is important for journalists as it helps in understanding the profile of the client. A press kit includes:
- Profile of the executives
- Company history and other facts of the organization
- Some samples and detailed descriptions of the products and services
- Recent press release
- Business card of PR representative
How PR Firms Handle Crisis?
It takes a minute to tarnish the image of any brand. There is an old PR proverb that says “any publicity is good publicity”. Mostly, the celebrities who are off the business now and want the limelight again use this kind of publicity. But for a long-term relationship, this doesn’t work. Once the image of the brand is tarnished, it takes lots of effort to regain it.
Here comes the role of the PR agency. The professionals of a leading PR agency create crisis communication and management plan to quickly respond to such situations as soon as the damage story breaks.
Businesses, organizations, and other government institutions can face various kinds of potential PR crises such as
- Natural Disaster
- Technical Problems
- Human Error
- Legal Problems
PR professionals help in analyzing the situation by their good crisis management plan. By asking various questions they can identify from where it all started and what is the cause of the crisis. The skilled PR professionals of leading PR firms know how to redirect media attention to lessen the damage.