Public relations has become the most effective way to build a brand. Well-known brands like The Body Shop, PlayStation and Harry Potter spend little on brand-name advertising. The same is true for many entrepreneurial companies. Business owners become known in their respective fields of concentration many times through public relations and the associated media generated.
PR is communication in many ways with your target market. Maybe instead of public relations we ought to call it target market relations or TMR. You may be communicating about a new product, spreading news about your company or making a major announcement. You want to communicate publicly, but the only people you care about are potential prospects, customers or investors, in the case of a partnership or a public company. One exception may be communication to a group that you are trying to influence for the best interest of your company and target market. An example of this is lobbying government.
Define what your public or target is in your public relations effort. This is best done by defining your target market and then any sub-segment. Lining up publications and broadcasts with the market and the segments will define what the public is for your public relations.
The bottom line is to get word out about you, your company, your products and services to those who could potentially buy from you. Public relations is just one part of marketing, as marketing is made up of many things. The good news about PR is the cost and the effectiveness when it’s in front of your target market.