Understanding PR

Public Relations commonly known as PR is unarguably one of the oldest professions in the world, setting up ones’ image to generate favo- rable responses has always come to mankind as an innate desire. For eons the art remained in the hands of selfless few, who chose to make common stories – legends.

Since, PR is now considered an integral part of the entire communication process across the world, and is also being favored as the career of choice with a rapid rate of growth globally, therefore for the benefit and understanding of the young ‘blah-gen’, here is a list down as to what PR pros do:

1.  We shape the debate.
By winning the heart and minds of public through identifying the knowledge level of the consumers, understanding strengths and weaknesses, and using public relations channels to inform through a variety of means and communicate the message across to the public of the brand. This also encompasses image management of brands and clients, where we mould consumer perceptions towards a brand by generating a positive outlook regarding it.

2. We research. 
Knowing how to design and execute a research plan is a crucial element of the job, inferring valuable consumer insights through the raw data, helps us develop the right content and also build a perfect strategy to execute. Research also includes monitoring competitor brands, creating media monitoring reports with regards to your clientele brand exposure, as well as the frequency with which your client, as compared to the competitor, is being showcased through various mediums.

3. We write.
After identifying the key messages, we develop fact sheets, news releases, media pitches, position papers, PowerPoint presentations, op-ed pieces, web copy, blog posts, etc. Another crucial aspect is writing client advertorials, reviews, research driven testimonials, CSR articles and event based releases.

4. We find advocates.
It is our job to reach out to friends and form alliances for our clients, and figure out ways they could work together. We also find and train advocates to build a good rapport of our clients’ brands/products/services in the target market segments. PR has a lot to do with connection building and even peer networking, be it through word of mouth or a traditional communication channel; our responsibility includes constantly creating and sustaining advocates who are always present in different situations/surroundings, and who will help in creating a positive buzz about the brand they are advocating.

5. We talk to the media.
Our job is to interact with the media, form long-lasting bonds, and to think of as many angles as possible for promotion, we usually end up trying to pitch our stories to our friends in the media according to the respective beats and interests. The main idea is to explore as many media opportunities as possible for extensive image building and publicity.

6. We plan special events.
To pitch to reporters and local & national media, we plan and execute media events, product launches, press conferences, media briefings and tours to establish credibility of the brands/products/services.

7. We manage crisis situations.
In case of bad press, negative publicity, incident, misrepresentation of views, malign attempt on the public image, controversies, threatening issues, we manage the crisis situation and fire fight to protect the integrity and the image of the brand. We also develop contingency plans, in order to meet with such incidents and are highly adaptable to the situation at hand. Crisis management can be considered as yet another very important part of our job description. Our clients’ competitors, companies and many a time even the media has their eyes on certain things the client is doing, and it is our job to project and protect the image of the client.

8. We tell the truth.
Sometimes, in the heat of the moment, it’s tempting to skip, make assumptions, and push the button before the facts are checked. Sometimes the client demands to do things that may push the boundary of the truth. But we are the ones who always believe in truth and promulgate it on multiple levels. Although, we might like to add a little spin to it, just to create some interest; essentially our job is to tell the truth and to tell it in a manner that would help in creating a positive vibe around the client, and also to help the general public understand what the client is trying to do.

9. We educate ourselves continuously.
PR Professionals are supposed to be articulate, well read, and deeply rooted with the subject matter they represent. We have to keep up on current events, read the newspaper, and know about what’s going on in the world. Therefore, in this dynamic age, we keep ourselves on the edge and maintain a steady learning channel.

10. We innovate and utilize new media tools.
A PR professional can do a much effective job in any industry with the help of new tools and advent of technology. PR 2.0 is one such example, where, the web and social networking sites and applications have become the new media, and are being heavily engaged by the PR junkies of the world. Our work demands constant upgradation with PR tools, case studies, techniques and innovations in the field, because when your job is to make the client look good, you need to know how to do it differently every time .

Facebook Competitions - Good or Evil?

There was a time when opening up beverages caps could win you bicycles, eating a certain biscuit brand can get you gift hampers and by submitting a wrapper could get u a t-shirt and cap. Now the time has advanced and along comes facebook. If Facebook were a country, it would be the third largest in the world.

So, now what do we so called social marketing guys decided to with it? Old wine in a new bottle! Yes, remembering the fact that the largest constituent of Pakistani population is youngsters so why not apply all our tactical gimmickry over social media. As a result, we see facebook competition spring up like wild fire across the Pakistani social sphere.

Theoretically speaking, its a tried and tested effective marketing strategy yet what is it that such competitions are advocating? Cheat yourself to win an Xbox or create fake accounts and tag anonymously to get a brand new PSP. It may be getting the brands mileage but one should also consider the downside of it as well. Its a debatable topic and a pretty controversial one too, however in simple words, Fair play must be preached and made popular because the responsibility of teaching good and denouncing wrong still remains on our shoulders.

Crisis Management - PR key to surviving the tsunami

"Yes" - bad publicity, negative news, anti-sentiments, consumer grief, brand woes, competitor gimmicks can often prove to be a tsunami which can wipe your brand off the grid in a matter of days. The task is much harder and greater ordeal for Public Relations Specialists. There is no swimming around it, you can't out run it, and defending your turf - head on is only done as a last resort.

The idea is to not let your composure break down and run around stark naked in the realm of your home like a crazy yelling my brand is surely doomed. Fear is always at its best when you let it.

Quoting Sun Tzu - "A wise general is the one who is always observing", I am certain when Sun Tzu wrote "Art of War" he had no clue that his words will be applicable in modern PR warfare. The key to successful turn around in a crisis management situation lies not in haste but in intelligent maneuvering. In order to break down the "guide to surviving crisis time tsunami" we must follow the logical steps of basic human psychology.

1. Wait & Observe - Once, the possible threat is identified the key to float a top is to keep the mouth shut, be patient and observe the turn of the wave, one should silently observe the tides, calculate its strength, analyze possible ramifications for damage and use the time to devise a escape hatch.

2. Deployment of Preemptive Measures - Placement of neutralizing measures is advised to stop letting the killer wave hit unchecked. These measures once deployed at the right intervals have the ability to diffuse the devastation, a negative news carries with itself.

3. Look for Friends - Analyze and concern with friendlies in the media, people whom you have supported in the past are generally more accessible and supportive to your cause. Individual meet ups, sharing of background information can create the right sort of an opening to launch a counter-attack.

4. Flank the Hits - There are always friends, brand loyal and consumers who can be accessed and later converted into brand evangelists. Now, these evangelists do not only help promote the image but also in tough times, helps flank the onslaught.
 
5.  Develop Spokesperson - The idea is to select, train and then expose the most perfect resource a brand has on its disposal. Preferably, the ideal candidate has to be educated in the matter, smart, well-spoken intellectual with a little zest of humor and compassion. A spokesperson is the run to sort of a guy when bad press hits the ceiling, he is supposed to be well armored and must posses the skills to drive the conversation rather than being driven.

6. Look for Gaps & Opening - Even, if the brand is being thrashed badly, there still remains gaps to surface out and grab some air, look out for openings and convert them into opportunities.

7. Decide When to Strike Back - Sometimes, a counter blow is what it takes to shift the ravaging tides. Remember, it takes a lot of muscles and carefully chalked out planning as how to strike, the key component remaining is the timings as this could be the only difference between coming out as a survivor or going down in dirt.

There is no way of devising a strategy of a problem prior to its identification and in case of PR, the most common tools are the most effective ones. The real test of how a PR specialist carefully selects and employee these tools is evident only at a time of crisis management. However as already established, with PR strategies, since there is no quick fix solutions to a problem and by the very nature of PR itself, it is always slow and tedious but when doing PR always remember what they used to tell us in the hare and tortoise story - "slow and steady always win the race".

Peace Out!

Guidelines Killed Creativity

Agreed, to set a standard in communication - whether its advertising or corporate communication, guidelines serves as a base to build campaigns on but there is a paradox attached to it. What is the impact, when creativity is bounded by guidelines which acts as a gospel where as they should be considered as light houses.

Creativity is imaginative by its very virtue and by setting up guidelines and standards, the brand mistakenly puts a harness around this wild horse's neck. As an argument one can always comment that the world's strongest and the mightiest brands also have strict guidelines to ensure that the standards are effectively met. But what baffles me the most is how will a brand evaluate a communication which negates its guidelines and yet it is capable of creating a lot of interest, promotes desired action in the target audience and is powerful enough to easily stand out, breaking the clutter. Should the brand accept it considering the impact of such communication and understand the natural evolution cycle or should the brand rejects it merely based on the non-compliance of the guidelines.


Custodians of the brand equity continuously engage themselves asking as to how to increase effectiveness in their relentless campaigning, where as it is my strong belief that in an epic battle to attain excellence in communication, there comes a time when the need to challenge all the guidelines and rules starts marking the difference between uniqueness and orthodox.