Mission-Critical Public Relations?

As a business, non-profit or association manager, any tool that helps you reach your department, division or subsidiary objective IS mission-critical.

And particularly so when that tool helps you persuade your most important external stakeholders to your way of thinking, and then moves them to take actions that lead to your success.

Here is such a mission-critical tool. One that lets you get serious about your public relations. It shifts the emphasis away from communications tactics to a workable plan for reaching those outside groups of people with a large say about how successful you're going to be - namely, your key external target audiences. The tool says, "People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished."

Use this blueprint to create behaviors that lead to activities like more follow up purchases, higher contributions levels, increased qualified employment applications, new joint venture proposals or a big boost in capital contributions.

First, meet with the public relations people assigned to your department, division or subsidiary and let them know you're serious about finding out what your most important outside audiences actually think about your organization. The rationale being that target audience perceptions usually lead to behaviors that can help or hinder you in achieving your operating objectives.

Decide among you which audiences are really key to your success then build and prioritize your list of important outside groups of people whose actions most affect your unit. Now, let's work on #1 on that list.

Your new mission-critical public relations effort will rest heavily on how efficient you are in rounding up the perceptions of your key target audience.

You can put your public relations team to work interacting with members of that #1 outside audience. Or, if you can tap a good sized budget, you can ask a professional survey firm to do the job for you. However, because your PR folks are already in the perception and behavior business, my choice would be to use them for this assignment.

One way or the other, someone must interact with members of that prime audience and ask questions like "What do you know about our operation? Are you familiar with our services or products? Have you had any negotiations with us? If so, were they satisfactory?"

But watch the responses carefully. Notice any evasive or hesitant comments about your organization? Be especially alert for misconceptions or untruths. Are there false assumptions or inaccuracies you need to remedy in light of experience that shows negative perceptions inevitably lead to negative behaviors - the kind you must correct to protect your unit's operations.

The result of all this work is that you are now prepared to set your public relations goal. For instance, clarify a hurtful inaccuracy, fix that misconception or flatten that rumor once and for all.

But there's more to reaching your goal. As with just about any goal you pursue, you don't reach it without the right strategy to show you how to get there. Fact is, with matters of perception and opinion, you have three strategic options: change an offending opinion/perception, create it where there isn't any, or reinforce an existing perception.

Now comes some work that requires real writing talent - preparing the message you will use to carry your corrective facts and figures to members of your key target audience.

The message must display several characteristics. It must be clearly written as to why that misconception, inaccuracy or false assumption should be corrected or clarified. Your supporting facts must be truthful leading to a finished message that is both believable and compelling.

Now, how about moving your message to your audience? This is the least complex step in the sequence because there are so many communications tactics ready to do the message delivery job for you. They range from op-eds in local newspapers, radio and TV interviews, speeches, consumer briefings and brochures to newsletters, emails, personal meetings and many, many others. Only caution: be sure the tactics you assign to the job have a good record of reaching people just like those members of your target audience.

What about progress? Only way to know for certain if offending perceptions have been altered, is to interact out there once again with those audience members asking the same questions as before. But this time, you and your PR team will be watching carefully for indications that the troublesome perception really is moving in your direction.

That's where the rubber meets the road, isn't it? Alter the offending perception...that leads directly to the predictable behavior...that helps business, non-profit or association managers use mission-critical public relations...to reach their department, division or subsidiary objectives.

Choosing the Right Public Relations (PR) Firm - 5 Helpful Tips

If there is one industry that has become overly saturated these days it is the field of Public Relations. It seems that PR Firms are cropping up faster than weeds, and the process of sorting through the slush to choose a public relations company of quality can be a daunting and overwhelming process, to say the least.

This article offers you 5 helpful tips that can hopefully make the journey of choosing a PR Firm or a publicist a little bit easier and more streamlined, so that you can get the most bang for your public relations buck, and actually see a return on your investment.

Five Tips For Choosing The Right PR Firm For You

1. Size - Are you seeking a large corporate PR Firm, a mid-size firm or a small or boutique firm?

The question I pose is not a black and white one. The answer to this question must be determined by several things. Your budget, how much hand holding and personal attention you require, how far you want your public relations outreach to be, and your desire for a team working on your account or for just one or two ambitious publicists working on your account. Large corporate public relations firms generally charge between $10,000 and $20,000 per month for their basic retainer services, so budget is a huge factor here. To a company like Microsoft or Johnson & Johnson this is a drop in the bucket. But to a small or medium sized company that type of fee is far out of reach. The benefits of a large national and sometimes international firm is the wide reach your brand can achieve, a large team working on your account, a large pool of other clients who are with that firm from that your company can possibly network with and benefit from. These large firms generally have a ton of experience on their side. Many of these large PR Firms are 20, 30 or 50 plus years old. The downside of these large firms aside from the hefty monthly fee is the amount of bureaucracy and red tape involved in the day to day functions of the company, and unfortunately this can often lead to smaller clients falling through the cracks. Another minus to working with large PR Firms is the lack of personal touch and attention, which is fine for established companies but not as good for start ups, small and medium sized companies who require more nurturing, more brand development and other complimentary services like writing and basic marketing assistance.

Smaller public relations firms tend to offer monthly retainers that can range anywhere from $7000.00 all the way down to about $2500.00 depending on how much overhead that firm has, their level of experience and expertise, their particular public relations niche, their contacts and how much time they plan to devote to your account. Most PR Firms out there tend to fall into the mid-size, boutique or small category and are also very effective at doing their job.

2. Ignore the Hype and Look at a Public Relations Firm's Portfolio of Work!

I cannot stress this enough. In perusing some colleagues' websites recently I was shocked to observe that some of these websites have flashy graphics, catchy promotional copy about their services, and glossy images but NO examples of their media placements, marketing case studies, writing samples... nada! Where is their work? Don't fall for public relations firms that are all flash and no substance. Always, and I mean always look to see if their website is packed with examples of past projects, past examples of media placements and other examples of work created by the firm. Look over the work that is displayed on their website and when speaking with a representative from that public relations firms ask them to elaborate on their body of work. Some great questions:

What media placements are you most proud of? How was that media placement achieved by your firm? What is your firms biggest strength? Can you tell me some of your contacts in the media? Can you give me some marketing case studies? Some public relations case studies? What sets your firm apart?

3. Make sure you are a match: Assessing values, vision and creativitiy

The above sentence is pretty self-explanatory but I will elaborate. This publicist or pr team will be your brand ambassador. You want someone whose values reflect your own values. You also want to be sure that your publicist understands, appreciates and shares your vision for your company or organization. If a PR Firm wants to pitch your beauty brand as an elite, untouchable, prestige brand and you want your beauty product to speak to the every-woman, showing her how beauty can be accessible to all women, then that publicist may have a vision that is not in line with yours and things will likely go from perplexing to downright tense. A good trick is, when speaking to a potential publicist ask him or her how they see your product, who they think your audience/demo is and how they envision positioning the product to the media and to potentiial consumers. Don't expect them to go into too much detail before really delving into the product line, but they should give you a basic pitch that falls in line with your own vision. If not, move on.

4. Are you in it for Website traffic, magazine placements, TV appearances? What is it you want? Be specific!

Don't be shy about what it is you want. Why are you searching for public relations services in the first place? Really sit down and think about it. And don't be shy about your needs. Is your main objective to build a strong targeted online following to drive quality traffic to your website and convert visitors into sales? Is your main objective someone who can write outstanding copy for your business like press releases, articles, pitch copy to send to media outlets, etc.? Is your main objective to become something of a personality and expert in your field and to build a resume as someone who makes appearances on television news programs giving advice to promote yourself as a brand and an expert? Figure out what your goals are and choose a PR Firm that is strong in your area of interest.

5. Location, location, location

In the age of email, fax machines, long distance phone plans and inexpenseive air travel the location of your public relations firm may not matter to you... or it might. Do you want lots of face time with your publicist or do you not care if your publicist is in Timbuck Tu as long as they can get the job done, and get your company press coverage? Everyone's comfort level with location is different and there is no right or wrong. If you are looking for entertainment public relations you may set your sights on a PR Firm that is in Los Angeles or in New York. If you are an up and coming Internet company you may find value in a San Francisco based PR Firm. Fashion, New York may be the way to go for you, unless your fashion line is a range of swimsuits; in that case a Miami PR Firm could be the right fit. Looking to attract the Latin market, again, Miami could be the key for you.

Or, you may simply look for a public relations firm with a rolodex of contacts in a particular city or industry, regardless of their brick and mortar location.

Public Relations - Integral For Business

Public relations is an absolutely integral part of any businesses recipe for success, in fact, a well thought out and properly enacted public relations plan can be the single most important part of a company's marketing - and aside from a good product and hard working employees, the most important part of running a business. Public relations will determine exactly how your company is viewed or perceived in the public eye.

Current and potential customers like to be ensured that they are, or will be patronizing a company that cares. A public relations department can organize a plan of attack to let the consumer know that your company cares about people and the environment, and about any other burgeoning social issues. A good PR department will also make the public aware that your company has a new product on the horizon and why they have to be first in line to purchase it, or that your company is branching out to offer new services and how that will make you stronger and more capable of handling their needs as consumers.

Yet another great facet and important role of a public relations department is damage control. If something, anything goes wrong and the public is made aware that the problem arose from one of your company's employee's actions or due to a particular policy - a good PR department will be the first one on the scene to correct it. Writing releases for apology or correction of error, along with releases stating the fact that new employees and procedures are in place to prevent any future problems can often save a companies reputation in the public eye.

Inside or Out?

Many companies have their very own public relations departments, made up of what could be any number of employees who are responsible for a wide variety of duties including: producing eye catching press kits, writing poignant press releases, organizing charitable events and contributions and some general damage control.

This is usually the best option for large companies with big budgets in place for advertising and payroll. A good full time PR department is great if ever there are cases of an emergency that needs to be dealt with immediately.

Companies that don't have their own public relations department, but that realize just how important the proper approach to and implementation of public relations can be, will often enlist the help of a third party public relations firm to take care of that end of the business for them.

This second option can work quite well for a company that doesn't want to keep several full time employees on staff (having to take care of employee salaries, vacation and health benefits), when they can temporarily employee a service to do the job for them. Many reputable and successful public relations firms can bring quite a cost for the service that they provide, but often the results that are yielded from a good public relations campaign can certainly outweigh the cost of enlisting a firm to provide the work.

A third option is for a company to employ regular employees to handle the basic issues of a public relations department - to generate the thoughts and ideas behind the advertisements and new product pushes, but then hire freelance professional to take care of the artistic side of things (the graphics, design and writing).

Regardless of whether a company employs their own full time public relations department, enlists a third party to do the work or uses a combination of in house people and freelancers to get the job done - public relations is an enormous part of whether or not a company will succeed.

Where to Find Public Relation Jobs in Los Angeles

There are many ways to find any job if you are willing to look at the right places. Right now we are in a recession in this country, an there people looking for jobs in record numbers as well as people losing homes, and other financial hardships developing along the way. Never the less, there are still ways and methods of getting jobs in the marketplace. However, there may be times where people might have to take a pay cut in order to constitute them even having a job. If you are looking for a public relations job, I will let you know some of the ways for you to find this line of work.

The first thing that you will need to decide is if you need to take a pay cut, or if you are willing and able to wait for that opportunity to come for you to take a certain amount of money. This depends on your situation and what you are willing to compromise. If you are not willing to compromise anything like your salary, then you can wait. As far as finding public relation jobs, you will need to go to the nearest career center and apply for their services. You can find places like South Bay One stop in Inglewood, CA. If you can manage to find one near you, you will be able to use some of their resources, such as the phone, interview help, and many other resources that will help you land a job in the public relations field.

This is the best place for you to find a public relation job. It's better this way because you won't have to feel like you are by yourself when looking for a job like this. You will want to look at my blog for information on public relations jobs and other jobs in the LA area.

Public Relations - Tips For Starting A Career

In this article we're going to go over some tips for those who are considering a career in public relations.

If you are a student who has taken up public relations in college and it's fast approaching the time when recruiters are going to be coming to your campus, there are a few things that you are going to want to do in order to assure yourself of the best chance of being hired by a public relations firm and then the best chance to hold your job once you get it. Public relations is a highly visible profession and not one where you can easily hide behind a desk. Any weaknesses you have are going to stick out like a sore thumb. Which brings us to our first tip.

When confronted by a recruiter, show confidence. You absolutely must convince this person that you can handle any assignment that comes your way. The same is true once you land the job itself. Don't be afraid to give your opinions in meetings. You may come up with some stupid ideas but if you show confidence, they may still be considered. However, don't appear arrogant. This can work against you. You have to find the right balance between confidence and arrogance. This is not always easy, especially for a young person.

Once on the job, hook up with a mentor, someone who you feel you can learn from. All the confidence in the world doesn't make up for experience and knowledge. A mentor can get you through that rough first year by giving you sound advice and also by acting as a sounding board for your opinions. He may very well save you from saying something that could seriously hurt your career in the long run.

Another thing you have to learn how to do is learn from your mistakes. Mistakes happen to everyone but the key is not to make the same mistake twice. Handle your mistakes as professionally as possible and take all criticism that goes with them just as professionally.

Public relations is not a nine to five job. You won't be expected to work long hours but if you want to get ahead and be on top of the game you're going to have to be prepared to put in some very early mornings and some very late nights. Do this willingly and with enthusiasm.

Study the industry as much as possible. Read all the books on the subject. Study past public relations campaigns. Read the latest magazines and journals. Also, attend seminars and join professional groups. This will keep you one step ahead of the game and greatly impress your boss.

Remember that there is a lot to learn. Coming out of college, you've gained a lot of book knowledge but public relations is more than book knowledge. Gain as much experience as you can. Study assignments done by others in the firm and see if you can learn anything from them.

By doing all of the above you can almost guarantee yourself a very long and successful career in public relations.

Journalism Versus Public Relations

Although very different in practice, public relations and journalism are also professions that share many similar attributes and functions. More importantly, they are undisguisably co-dependent. In March 2010, Australian news analysis and commentary website Crikey and the Australian Centre for Independent Journalism found that across 10 hard-copy papers, nearly 55% of stories analysed were driven by some form of public relations. Therefore while PR relies on journalists to use their press releases and promote their cause, journalists are also relying on the work of PR officials to produce and source news.

At the same time, the current mediasphere and news climate has heralded many more overlaps between journalism and PR as traditional media moves online and the untrained citizen journalist and blogger is infringing on the market share of 'news' - once the sole domain of the journalist. As the hard copy newspaper diminishes, so too do journalism jobs meaning that more and more reporters and previous press workers are jumping ship to PR.

While the distinctions between the two are blurring, here's a reminder of the inherent differences between journalism and PR.

Serving the public versus serving the client. The fundamental difference between journalism and PR is in who their work serves. The foundation of journalism is the desire to serve the general public and act as a balance and check on society and government. Journalists have the responsibility to serve the public's best interest - even if that means exposing hard or uncomfortable truths. Public relations', on the other hand, serves the interests of their client or the paying organisation. There is a less stringent ethical or moral code involved in PR.

Objectivity. Objectivity is one of the most significant principles of journalism. Journalistic objectivity involves using an impersonal and detached voice to report an issue in a neutral manner. PR is innately objective, with their principle aim being to promote their client from an interested, partial perspective.

Job Description of a Public Relations Specialist

Are you applying for a public relations (or PR) specialists? Before you submit your resume, you must know first what it does. It is the same as communications specialists or media specialists. They carry out a range of task that depends on for whom and where they work. They make and uphold an optimistic figure for their employers. However, most PR works is by keeping the public informed regarding the current happening in their employer like the goals and policies. Every specialist must be receptive to the attitudes, needs, and opinions of the audience they will face.

Specialists have the ability to arrange and manage engagements in speaking, press meetings, conferences, and conventions. They also engage in films or videos, and fund raising promotions. They are more often than not prepare many resources for the said events; for example, they have to prepare speeches and press releases, scripts, magazine articles, pamphlets, fact sheets, and newsletters. Sometimes, they should conduct interviews and telephone speaking on a regular basis. The PR specialist collaborates directly with their graphic designers, artists, printers, and other media specialists.

It is also the job of them to commune with the public on behalf of their employers. Therefore, they get their name also as communications or media specialists. He/She widens his or her employer's message to the public by the use of the media as a medium.

Public relations specialists managed jobs like advertising, health care, educational services, and government. A number of public relations specialists are working for firms such as communications, financial, and government agencies.

As the name of the job implies, public relations specialist deals with engaging yourself to the public on behalf of your employer. It is your duty to protect the image of your employer, and informed the public about what is happening in the company or organization.

Career Training Opportunities in Public Relations and Corporate Communications

Have you ever thought about why people trust certain product brands? Or how companies manage their public image? Or how certain Hollywood movie stars seem to appear in the press over and over again? The one thing they all have in common is effective public relations.

Public relations specialists (also referred to as media representatives and communications officers) serve as advocates for businesses, nonprofit associations, hospitals, universities, and other organizations. They build and maintain positive relationships with the press and the public. Media reps not only manage the day-to-day business of a company's image, but they may also be called upon to repair the damage done by a corporate misstep or other crisis.

Jobs in public relations have traditionally been concentrated in large cities, where many businesses and trade associations have their headquarters, and press services and other communications facilities are readily available. Many public relations consulting firms, for example, are in Chicago, New York, San Francisco, Los Angeles, and Washington, DC. However, because of the internet, in recent years corporate communications jobs are increasingly found nearly anywhere.

How do public relations specialists manage an organization's message? Primarily by cultivating relationships with the press, and then providing the press with positive news stories. Communications managers draft press releases and send them to reporters in the media who might print or broadcast their material. You might be surprised to know that many newspaper stories, magazine articles, and radio or television special reports begin as press releases from media specialists.

Crisis management can be important. If a supermarket chain is accused of selling tainted meat, for example, the supermarket must immediately take action to correct the problem. The next task may involve counteracting the negative impression that has been created in the minds of customers. People may switch to a competitor because of stories circulating about bad meat at the supermarket. It's the task of the public relations team at the supermarket to make sure that the community knows that the problem has been fixed and that the chain can be trusted to sell healthy food.

In government, information officers and press secretaries keep the public informed about the activities of agencies and officials. A U.S. senator may employ a team of press officers to keep the senator's constituents informed and monitor what the press is saying about their boss. If a negative story appears, the press officers will try to respond with something positive. During an election campaign, public relations officers are key members of the campaign team because they must constantly evaluate their candidate's standing in the polls and image in the press.

Education and training: A college degree in public relations, advertising, journalism, or communications is often required even for entry-level positions. Some organizations seek college graduates who have worked in electronic or print journalism, those who have communication skills and training, or who have experience in a field related to the firm's business.

Many colleges and universities offer associate, bachelor's, and master's degrees in communications. A public relations program may include courses in media relations principles and techniques, communications management and administration, writing, visual communications, and research. Advertising, business administration, finance, journalism, political science, psychology, sociology, and creative writing may also be part of a program.

Job growth could be impressive. According to the U.S. Government's Bureau of Labor Statistics, during the current decade 2008-2018 employment of public relations specialists is expected to grow 24 percent, much faster than the average for all occupations.

In an increasingly competitive business environment, the need for effective media relations should create a need for these workers in organizations of all types and sizes. People with foreign language capabilities also are in great demand. Employment in public relations firms should grow as firms outsource to provide public relations services rather than hire in-house staff.

Perhaps you could be the person who shapes public opinion for a company, a product, or a candidate. With the right training and opportunities, a career in public relations could be yours.

But how do you begin to get the training you need? A good way is to log onto a reputable online career college search engine and directory. You'll be able to search for schools in your area that offer the degree you need, or find an online degree program. You can compare programs and even learn about flexible schedules and financial aid. Then you can request free information from the schools that interest you, visit a few, and make your decision. In less time than you think, you could be trained for a new rewarding career as a public relations specialist.

What a Background Check Can Do For You in Public Relations Careers

Job seekers for public relations jobs are planning to put themselves in high-profile positions. Employers will want to take the time to do background checks on anyone they are serious about hiring. One can take care of that roadblock before it comes up.

The purpose of public relations personnel is to present a positive image of a client to the world-at-large. It can be a difficult task, but one can accomplish it with the right skills and talents. Clients can come off looking any way they want to appear, with the right public relations manager.

Yet, if the public relations associate has a tarnished record, it can reflect poorly on the client as well. If word gets out that they have a PR person who is involved in criminal or underhanded dealings, they could suffer embarrassment at the very least.

That is why employers will be so adamant about checking the backgrounds of job seekers. They want to be sure that they know what they are getting. They do not want any unfortunate surprises. Therefore, they take time to do background checks.

One can get a jump on the process by having a background check done on oneself. There are companies that will do certified background checks on one for a modest fee. The results can be sent in with the resumes. If the employers see that one has a clean background that is already verified, one might rise on the list of job candidates.

A background check can show that you have no criminal arrests in your past. The search will show criminal activities in the state in which you live and work. If this is all clean, employers will be glad you pointed it out to them. If there is a problem you were unaware of, you might be able to fix the problem and have the background check redone.

One's employers can find out through background checks whether one is using one's own proper Social Security number. This rules out identity theft problems and immigration status dilemmas. Your work history will be an open book to employers.

Employers may want to be sure of a job candidate's address. This may be important for various reasons. Clients may need to be seen without much notice, and employers want to know that you do not live too far away. When the check is done, there will be no doubt where you reside.

Any job seeker can put false educational degrees on a resume. Alert employers will have them verified. Employment will need to be checked as well. If one takes these steps out of the employers' hands and has them done for oneself, it proves that the public relations credentials one has are authentic.

Media jobs like public relations associates put you right out in the open. Be assured that prospective employers will check your past and present circumstances before offering you a job and a salary. If you have it done yourself, you save time, both for you and for the employers. It does not hurt your job's chances if they appreciate you for that.