PR – The Tools that Build the Brand

Guest post by: Patti D. Hill
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Public relations still has clout. Lots of it! - By Patti D. Hill

With so many companies trying to be all things to all people, the lines between advertising, marketing and public relations are blurred beyond recognition. It seems more than ever before we’re asked to explain exactly what it is we do as PR professionals. In fact, public relations is the art and science of establishing and promoting a favorable relationship with the public.

Allow me to explain further:

Public Relations can accomplish many great things for a company, a brand, a new product and / or an executive. It can:
• Build an image
• Reinforce and further an organization’s reputation
• Raise awareness
• Educate
• Increase understanding
• Change behavior
• Build credibility
• Influence opinion leaders
• Motivate your audience to action

Equally important, is what public relations cannot do…
• Eliminate the “competition”
• Eliminate others’ opinions
• Compensate for bad decisions, corrupt practices, or weak marketing positions

The key to a successful public relations campaign is strategy. Strategic planning is what makes a successful PR campaign extraordinary. Once the PR strategy is comprehensively outlined, it is then a matter of considering the available and appropriate public relations tools for meeting the objectives of the strategy. It is imperative that the PR tactics are relevant.

Some of the PR tools we use are:
• Press releases, media alerts, and press conferences for timely or breaking news
• Special events
• By-lined articles
• Speeches
• Pitches
• Photos, B-roll videotape, other visuals
• e-Newsletters
• Web site content
• Blogs, forums, etc.

In utilizing PR tools, consider the audience and know what makes news.
• Key to success – Think like the audience
- Consumers
- Key business decision makers
• Know what makes news
– New
– Unique
- Unusual
- Controversy
- Educational information
- Thought leadership

“All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.”
- William Bernbach (a legendary figure in the history of American advertising)

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Public relations still has clout. Lots of it! - By Patti D. Hill

About the Author: Patti D. Hill

RSS for Patti's articles - Visit Patti's website
Patti D. Hill is the founder and CEO of Penman PR, Inc., one of the most innovative independent PR firms in the nation and the only international public relations firm to offer 100% senior-level representation. In addition to overseeing client services, talent management and business development for Penman, Patti is the lead instructor for the firm's training division, Penman PR Training Institute.
Prior to Penman, Patti was the founding partner of BlabberMouth PR and its subsidiary, CameronWeeks Public Relations, where she managed the development and implementation of regional, national and international media / relations and communications campaigns for companies in a multitude of industries.

Patti's early professional career includes more than 15 years of corporate management in sales and marketing in technology certification training, IP and data networking training and consulting, and videoconferencing with Prosoft Training, Spohn & Associates and VTEL.

Patti is an active in several professional organizations, including International Economic Development Council, NanoExpress (Editor), Nanotechnology Now (Columnist), Nanomaterials Applications Center at Texas State (Founding Member), Nanotechnology Research Foundation (Founding Strategic Advisor), Texas-Israel Chamber and The McKinsey Quarterly (Executive Panel).

Click here to visit Patti's website.

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PR – The Tools that Build the Brand

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