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What's it all about, PR
12/06/2011
Question: Can you explain what PR is all about?
Emma: Public Relations is promotion and protection of your company or brand. It is very different from advertising, relying on editorial content to convey key messages about your organisation. Research shows that, in general, the public is more accepting of information communicated in this way. However, unlike advertising, there is no guarantee of publication or broadcast because you are not paying for a space on a page or in a programme. PR companies often overcome this by arranging paid-for "advertorials” in magazines or newspapers, sometimes accompanied by promotions or competitions.
Q: How do you communicate with journalists?
E: Public Relations' specialists dedicate time to building relationships with journalists, bloggers and commentators in the specific sectors that their clients operate. Good relations with the press increases the opportunities for the promotion of key messages, and helps limit the damage of negative stories.
Q: How do you get messages out to promote a business?
E: We mostly use press releases, distributed to a targeted list of news and media organisations. These detail your story in a clear and concise way, delivering your key message direct to the journalist’s desktop. Increasingly we are also using social media as web based services like Faceboook and Twitter become more important. There is, of course, personal contact with specific journalists about stories too. Whichever method is employed your message is communicated at the right time and in the right place.
Q: What about bad news about a company?
We help companies to face bad news and deal with it. That is called Risk Management, and is an important part of a good PR service. As a key part of Heathrow Airport's PR team I gained an in-depth knowledge of crisis management – planning for the worst. So, if and when a crisis happens, any negative impact can be limited.
Q: What do you do for Navigate?
E: My role includes looking after Portsmouth International Port. This international transport hub generates plenty of news and events. The Navigate team and I have been closely involved in the opening of the Port's new terminal in May by Dr Vince Cable, the Business Secretary.
The Port are great customers to work for. They have a clear idea of what they want, and they give us responsibility for carrying out their needs.
Q: What does the Port need?
E: We are in the second year of our three-year contract, and throughout the Port has praised Navigate for the efficiency and thoroughness of our work. They want:
* regular press releases for the national and trade media
* discussing and recommending a PR strategy
* digging out news stories in the press where there is an angle to promote the work of the Port
* risk management if there are any crises, large or small.
Q: What other PR accounts have you handled?
E: As well as the BAA team at Heathrow, I have looked after brands such as Fuji, L'Oreal, Seven Seas and Weight Watchers while working for top London agencies.
