Targeted messages that deliver

Unless you are targeting a mass audience, it does not pay to broadcast to everyone... your audience should targeted. We are focused in delivering your key messages and adopt an articulate approach in dealing with everyone, the general public and the media. Effective communications is essential in the end delivery. 

PR and Publicity: What's The Difference?

By Khaled Talib

In Young Guns II Billy the Kid (Emilio Estevez) had a trademark cry, “Yohoo! I’ll make you famous” whenever he challenged a gun fighter to draw. Getting publicity is easy. You could rob a jewellery store and you’d be famous in no time or you could try to kill a famous gunslinger and live to tell the story or die trying – either way, you’d enjoy your fair share of fame.

Then again, public relations could make a hooded man look good and the Sheriff portrayed as the bad guy while both share equal amount of publicity.

So how does publicity equal PR? It doesn’t. Didn’t Bill Gates once say that he’d spend his last dollar on PR? Why would a man who is already famous bother with PR? Hence, it’s more than just smiling for the camera, as Tiger Woods would vouchsafe. In some instances (not all) publicity is designed to keep you in the news and public relations is designed to keep you out. 

Ask yourself this question: Do you really want your product or service to be remembered in a positive light for only fifteen minutes? And what happens if your product or service is remembered for fifteen minutes in a bad way? How do you correct that image? That’s where public relations steps in. Crisis management – one of the many aspects of public relations – would be used to rescue you from unpleasant media coverage, particularly if it involves a service or product.

PR is the strategic development of your story. It combines tactics – surface or guerrilla - that establish what and how good perceptions or favourable interpretations are made by society or any other environment that you aim to target. It involves ongoing activities to ensure you have a strong public image. PR includes strategies that help the public to “understand” your service or products.

You can say PR is like a bank account. If you add to it over time by distributing timely press releases, features or pitches, you will find it easier to get your story covered by the media. Repetition leads to familiarity. In public relations, that’s more than half your battle: Getting reporters familiar with your company or organization is a boon.

Getting someone to be interviewed or a product featured in dozens of publications in a short period of time is great publicity. But that’s just publicity. The real deal was crafting the key messages and positioning the story that led to its success. That’s where PR comes in. Enjoying news coverage, feature articles, talk show interviews are examples of publicity tactics. But skewing the message and cleverly disseminating information that wins hearts and minds is what public relations entail.

If you send out a dull press release with hollow quotes and pat on the back phrases, your publicity effort will probably fail if your PR strategy does not include a successful angle i.e. a shiny hook, something that appeals to the media to want to run a story.

PR can be used to build rapport with employees, customers, investors, voters, or the general public. It carries a strategic or intellectual capacity that involves more than just the flashing of cameras. But if you have to, Say cheese and then say something smart.

Anyone can appear in the news. But how the audience perceive you is what public relations is all about. 
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