So what do public relations agencies do?
We don’t buy ads.
We don’t write stories for reporters
We don’t put up billboards.
We don’t come up with catchy phrases to make people buy more products they probably don’t need.
So what do public relations agencies do?
PR agencies, as opposed to advertising agencies, promote companies or individuals via editorial coverage. This is known as "earned" or "free" media -- stories appearing on websites, newspapers, magazines and TV programs -- as compared to "paid media" or advertisements.
PR agencies and advertising agencies share the same goals: promoting clients and making them seem as successful, honest, important, exciting or relevant as possible. But the paths to creating awareness are vastly different. Most people understand advertising is paid for by the client and should be viewed with skepticism. Articles or TV appearances in respected publications have the advantage of third-party validation and are generally viewed more favorably.
Today In: Entrepreneurs
The Public Relations Society of America defines the management of public relations as:
"Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.
Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.
Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.
Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above."