We can define public relations as all the different techniques and methods used by companies to make institutional communication around their achievements, but also to promote their brand image. It also encompasses any action taken to generate media coverage and sympathy among the public and to create mutually beneficial relationships with all potential partners.

In other words, public relations consists of implementing various actions with the aim of building trust with the general public and conduct reputation management. It is not about advertising but about strategic communications.

Public relations was called "propaganda" barely a hundred years ago. It was not until 1919 that Edward Bernays, Sigmund Freud's nephew, democratized the term "public relations".

From that day on, Bernays was considered the father of public relations. He used to claim to work in an "advertising department" before renaming his job as "public relations adviser".

The concept of public relations is very broad. When it comes to discussing the various components of this subject, it is not uncommon to find amalgamations with advertising or marketing. Nevertheless, public relations play a key role in your company's strategic communications strategy and it is essential to understand the issues at stake, since your company's reputation and image with the general public are at stake. As you can imagine, these aspects largely condition your company's performance and must be taken with the utmost seriousness. If your human resources or the business skills within your company are not sufficient, you can very well call upon a PR agency to assist you in dealing with these aspects.

What is PR? What does it consist of? How do you set up a good PR strategy and with what tools? What are the objectives of this approach? Indeed, the media, both traditional and modern (digital media), remain the main vectors of information for the general public. It is therefore essential to have good relations with them. You may be an in-house Public Relations specialist looking for help from a public relations agency or you may simply be looking for information and methods to get off to a good start. Either way, everything you need to know about top pr agencies can be found on Sortlist.

The media

The media make it possible to convey information quickly and to be in contact with the general public. Their credibility gives weight to your image and can greatly help you increase your popularity. Both print and digital media reach a large number of readers every day; television, on the other hand, has a large audience. All these consumers have very different profiles, but they all share the same need to receive information. By appearing in the media, you make yourself visible at a time when the public is looking for this famous information. You will thus benefit from a welcome notoriety.

Websites

The Internet remains the world's leading communication network. Needless to say, the impact of websites on our daily lives is very significant, as we all visit a number of them depending on our needs and interests. As for the press, some websites are considered as references in their field. You can also create your own in order to be in complete control of your reputation management and what's on them. By opting for a third party website, you will have the opportunity to reach its readership with your press releases. It is therefore advisable to carry out actions likely to arouse the interest of the sites in question in order to be able to appear on them.

Social networks

Our daily lives have changed greatly since the emergence of social networks. All brands and companies, from the smallest to the largest, are doing their best to have a regular presence there by deploying considerable means to stay active and close to their community. It is therefore only natural that a public relations agency should be involved in the company's digital marketing strategy to ensure that the editorial line, tone and values are in line with the rest of the company's strategic communications.

The patronage

Becoming a sponsor implies financially supporting a place, a person, a group or an initiative. This approach has several advantages for a company, including tax breaks depending on the aid it provides. Patronage thus makes it possible to associate the company, its brand image and its notoriety with a specific action. It may be a matter of fighting a disease, improving the daily life of a section of the population or supporting an initiative or a place linked to culture or sport. Such support is often covered by the media and therefore benefits the company's reputation. It is by no means an advertising action, since the money spent is allocated to the supported entities and therefore does not serve to finance communication in a direct way.

Events

Organising events such as a trade fair or a conference also helps to improve public relations and media coverage. The same applies if you organize them. Events give a company the opportunity to make several announcements in a short period of time, thanks to different types of exchange time: press conferences, interviews, etc. This is an opportunity to approach public relations from several complementary angles. However, the process requires a great deal of organisation and preparation. You will probably have to call on a good pr agency to assist you. But it is worth it, because any kind of event that can attract positive attention will benefit your public relations and reputation management efforts.

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Building a positive image

If the aim of advertising is to arouse the consumer's intention to buy, public relations are the strategic communication process aimed at presenting a company in its best light. Brand image, reputation and notoriety are essential notions for any company, and public relations allows these different aspects to be taken care of in accordance with its external communication strategy, but also with its internal communication strategy.

These communication actions can have a derisory cost compared to those of advertising. Indeed, by working with a top pr firm, taking positive actions and making itself known, a company can draw attention to itself without necessarily needing to spend a lot of money. Anything that can help you build a positive image of your company and expand its notoriety by publicly communicating your values and actions falls under the umbrella of public relations.

Speaking to the press

One of the most important tasks of the public relations team is to build relationships with the press. Press relations, as the name suggests, refers to all actions taken by a company to maintain good relations with the media.

The techniques used to achieve this include speaking at interviews, events and press conferences, as well as providing the various media with materials such as press kits, press kits, media interviews and press releases. This is a discipline where the relational aspect largely predominates, since the way you address journalists and offer them the opportunity to talk about your company is as important as the informational content you wish to disseminate.

The authenticity of the approach

The general public's mistrust of advertising is well established. Advertising messages are, for the most part, easily identifiable and even automatically blocked on the Internet by dedicated extensions. Understand that effective communication must appear authentic and sincere, which is not the case for the image that advertising conveys because of its frequency and its objective, which is to trigger a purchase. Therefore, speaking out on other occasions allows your company to express itself without carrying an advertising message. In this way, public relations allows you to create moments during which it can be perceived differently by the public, with whom you will be able to strengthen your relationship of trust.

Make yourself understood

Above all, public relations allows you to hold a position of communicator. You can therefore convey all the information you need about your vision, your objectives, and your approach to achieving them. This approach promotes the idea of a coherent, well worked out and credible strategy to which your employees adhere. Your goal is not only to sell something: with the help of a top public relations firm, you also work to ensure that the public understands your intentions. Don't hesitate to call on a top PR agency for evaluating your brand image and conducting market research for your company.

Press relations

As mentioned before, media relations involves having excellent contact with the various media. This allows you to create a relationship of trust that is conducive to more regular communication operations. Maintaining good relations with the press means keeping regular and positive contact and informing journalists by giving them enough material to help them do their job.

Public affairs

Among public relations, public affairs concerns a very specific sphere of individuals. Within private companies, public affairs is in contact with elected officials to lead discussions and take initiatives. Public affairs therefore depends on the current political climate and the way in which each company wishes to approach the public authorities in place at a given moment. The context can change quickly, which is why it is a good idea to have a vigilant person in charge of this complex subject.

Lobbying

This activity consists of using its influence and network to defend its interests and guide public policy decisions in its favour. This activity is highly regulated in France, with the existence of a register of interest groups set up by the High Authority for the Transparency of Public Life (Haute Autorité pour la Transparence de la Vie Publique). It is possible to call upon professionals who are part of lobbying firms, whose job is to put companies in touch with decision-makers and political parties. Lobbying still suffers from a negative image with public opinion, notably due to an ignorance of the techniques used by interest representatives, but it is the best way for companies to defend their interests and their economic model in the face of legislative and regulatory advances.

Investor relations

Public relations is also responsible for investor communications. Investors need to be reassured about the company's long-term vision and the means it uses to achieve its objectives. Delivering a consistent message is therefore of critical importance, as worried or disgruntled investors can significantly affect a company's stability.

Stimulating public interest

Your company needs to be known and have a good reputation with the general public. This notoriety helps shape your corporate image and establishes a form of trust between you and your public. In fact, it helps to create a solid adhesion of the general public who will gradually get used to hearing about you, your products and your services. By working with a good PR firm on this bond over time, you will become an integral part of your audience's daily lives, and it will be easier for you to convey positive messages.

Your image is therefore the foundation on which the success of your company rests. An excellent reputation is far better than any form of advertising. If you make people talk about you in a positive way, your reputation will eventually precede you and your communication campaigns will be all the more striking. One of the top pr agencies can help you with distributing press releases, crisis management, editorial coverage and building relationships in the media.

Communicating information

In addition to your image, you also need to keep the general public informed about your projects, new products and services and your initiatives. With a top public relations agency , you can achieve this goal more easily and prepare the ground for important announcements. Without this preparation, you will not have the visibility you need to showcase your assets and remain successful in your sector of activity.

If your industry is highly competitive and there are few differences between your products and those of the competition, strong communication and an excellent reputation management will be crucial. Highlight the salient elements that characterize you: for example, the specific features of your products, your company's values or your CSR approach. Finally, do not forget that if you do not make this communication effort, which is of the utmost importance, your image with the public will not be able to evolve in a positive way. It is therefore the responsibility of pr firms to ensure that this key information about you is conveyed to your public so that you can gain their support and trust.

Connecting with audiences

As for your audiences, remember to consider both your internal and external audiences. Indeed, your public relations are not limited to outside your company. The people who work for you should also benefit from the actions of your public relations agency. These internal communication actions have a variety of objectives, including increasing cohesion within your teams and creating a climate of trust towards your company's leaders.

For public relations agencies it is also essential to do everything possible to bring your company closer to the general public. The ultimate goal is to convert your audience into consumers and then into brand ambassadors. Getting people talking about you is therefore essential to maintain a good reputation and to open up new opportunities.

Mastering your communication

In promoting dialogue around your business, the pr agency you work with will need to remain vigilant about what is being said about you. One of the main objectives of a public relations firm is to make people talk about you and to gain notoriety, but according to a market research and a strategy defined beforehand. In such an approach, it is essential to pay particular attention to your reputation. This can be achieved by analysing the press coverage and e-reputation of your company, particularly following the various events that punctuate its life.

The control of your communication therefore requires increased vigilance concerning the messages and speeches about you. It will sometimes be necessary to speak up to react to a situation that does not evolve as you would like it to: this is particularly the case in a crisis management situation.

Public relations is an exciting and complex field. It is an unavoidable subject for any company, and a PR agency can help you optimize your public communication and media relations. You will be able to increase your media visibility and rely on an experienced partner to match the leaders in your sector. This could be useful for activities such as event organisation, press relations or the definition of a sponsorship strategy.

If you're unsure which PR agency you should be working with, then you will be well informed on Sortlist. A professional agency can help you plan and implement your public relations campaign. Our website lists various agencies, including the top Public Relations agencies.