The document discusses what public relations (PR) is and how businesses can utilize PR strategies effectively. It defines PR as "planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics." It then provides tips for businesses on identifying their publics, creating a PR plan with goals and targeted messages, finding opportunities to engage with communities, using events and press releases, and building long-term relationships with media. The overall message is that PR can help businesses explain their values, build credibility and position within their industry in a cost-effective manner.

1. The Power of PR
Richard Smith: therichardsmith.com
Judy Sharp: judysharp.co.uk

2. what is PR?
Personality Rebranding? (think Max Clifford, celebs and
wannabees . . .)
Product Recommendation? sometimes, sort of . . .
Panic Reaction? far too often, sadly . . .
Press Release? well, yes, but there’s more . . .

3. so what is it?
• Chartered
Chartered Institute of Public Relations:
"Public relations is the planned and sustained
effort to establish and maintain goodwill and
mutual understanding between an
organization and its publics."

4. how many publics?
• Staff
• Suppliers
• Backers
• oh yes – and Customers!
• Community (ie local council, pressure groups,
media etc)
• they are all important – different tone, style
and timing, some different messages

5. why should I bother with PR?
The mouse trap cliché – you can have the best
product in the world, but if nobody knows
about it, you won’t sell many.
Advertising can be very effective but it costs
money – and it’s, well, advertising.
PR is about communicating core values, building
longer-term relationships, loyalty, friendships

6. what can PR do for me?
• explain who you are (character, profile, style)
• establish credibility
• position you within chosen communities
• educate, inform, engage with customers
• form a platform for “telling your story”
• build foundation for possible future damage
limitation (think BP & Bay of Mexico . . .)

7. how do I do PR?
you’re probably “doing” some PR without
hanging that label on it – eg
• sponsoring the local football team
• doing a charity run or something similar
• donating products to the Christmas raffle at
the local hospital
• no direct commercial benefit but lots of
goodwill

8. so what else do I do?
• make a plan. What do you want to achieve? Who do
you want to reach? When? Why? What do you want to
say to those people?
• look around for PR opportunities – rummage in the
fridge for ingredients to make a tasty dish or two
• create opportunities if there really aren’t any
• take advantage of opportunities that present
themselves

9. Who are you, who are they?
• who are you?
• what are you selling? (be careful about this!)
• who are your potential customers?
• where are they?
• what do they eat, drink, read, watch?
• what are they buying?
• is it the same thing as you’re selling?

10. timing matters
start with a blank calendar, work out key dates:
• how does your business flow around the year?
• anniversaries, trade fairs . . .
• national/international events eg Jubilee,
Olympics, key football matches etc
• always allow for force majeure

11. make it good, make it relevant
Press releases – publications welcome stories
but they have to be
• newsworthy
• relevant to the audience
• timely
• readable (grammar, spelling, punctuation)
• photos always help
• horses for courses – speak their language

12. same goes for events
• think of your target audience – what will
attract them?
• make it relevant
• tailor it to your needs and those of the
community/audience
• do what you do do well, or don’t do it at all

13. always follow up an event
• nobody has a business event for the sake of it
do they?
• without a photographer and PR follow-up, you
may as well burn a pile of £50 notes – there’s
not a lot to see after doing that, either
• personal touches make a lot of difference
copies of photos, hand-written letters etc

14. establish relationships
• local and regional publications, TV, radio –
get to know the editor or a senior journalist
• trade press – important for your suppliers, peers,
staff (and helps with recruitment)
• national publications, TV, radio if/as relevant –
get over the arrogance of some of them
• free luxury holidays or rides on your retired
police horse shouldn’t be necessary!

15. once is never enough
• one press release swallow doesn’t make a PR
strategy summer
• regular yes, tedious no, variety please

16. so the power of PR is . . . ?
• you don’t pay the media for the coverage you
get
• editorial has more credibility than advertising
• easier to tell your story
• events can be tailored to raise profile
• traditional PR establishes a firm foundation,
internet activity creates new opportunities