Business Link

by Cheryl Reynolds

The definition of Public Relations can be defined as: “a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance”. Personally, I find this incredibly boring and could not imagine our local PR guru, Michelle Brown telling me that this is what she does…

The definition which is more appealing is that PR is two-way communication and fostering of mutually beneficial relationships between an organization and its public.

Public relations is an important management function in any organization. An effective communication, or public relations, plan for an organization is developed to communicate to an audience (whether internal or external) in such a way that the message coincides with organizational goals, and seeks to benefit mutual interests whenever possible.

As industry consolidation becomes more prevalent, many organizations and individuals are choosing to retain “boutique” firms as opposed to so-called “global” communications firms. These smaller firms typically specialize in only a couple of practice areas, and thus often have a greater understanding of their client’s business. And because they deal with certain journalists with greater frequency, speciality firms often have stronger media contacts in the areas that matter most to their clients. Added benefits of smaller, speciality firms include more personal attention and accountability, as well as cost savings. This “boutique” business model is especially successful in the Eastern Cape, where sustainable business is generated through relationship building, be it with the media, our customers and/or our suppliers.

A few PR tools that are useful include:

Media Relations – Any successful PR consultant will have a comprehensive database of media contacts, including local, national and international media. With all the advances in technology, this task is made easier, with targeted media databases being available online.

Press Release – A tool which has been used since 1906, is still as effective today, if written and issued in the correct manner. Any business journalist will tell you to keep your press release brief, to the point, with factual information that is current and newsworthy. And yes, go back to basics and ensure that your press release is formatted based on how you were taught at university.

Event Management – Event Management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects, before actually executing the modalities of the proposed event. Events that are becoming increasingly popular are trade shows, exhibitions, launches and of course, intimate breakfasts for key clients. After all, PR and Marketing are about building relationships.

The Eastern Cape is a region that is growing significantly, and this environment is ripe for good, effective PR and Marketing activities. The critical factor for any business is to ensure that all of these activities have been identified through an intensive planning process and an effective communications plan.

Cheryl Reynolds is the owner of CRC Communications. If you have any questions regarding this article, please email her: creynolds@absamail.co.za