Do you need Public Relations?

Simply put, public relations, is the process of managing the public (internal/external) perception, cultivating and expanding your sphere of influence in your target markets. Effective Public Relations can develop and refine your message, build recognition and reputation, and attains industry and media visibility. Public Relations is a continued and evolving process that involves multiple tactics and tools over an extended period of time.

Similar to effective advertising and promotions, a strategic public relations plan identifies and understands the target market, formulates the messages and identifies the delivery tactics to reach the desired audience. The tactics can include:

• Media Relations
• Media Relations Training
• Crisis Response
• Issue Management
• Public Affairs
• Special Events
• Philanthropic and Cause Marketing

Ideally you would tie a PR campaign into an integrated marketing program. The return on PR is usually, 95% of the time, much better. It has a longer shelf, life, it can be leveraged time and again and best of all, it has a third-party credibility that advertising cannot usually provide. Here's an example of how effective public relations can yield results:

PR Case Study: Organizational Launch

Create an awareness campaign for a new law firm with a unique business philosophy. The founders came from one of the larger firms in Minneapolis and wanted to create a smaller firm that practiced like a big firm, but focused on three value propositions: relationships, performance and cost effectiveness.

The public relations goals were to create an image in the business community as the firm that delivers the right balance of the legal and business knowledge with the personal attention of a small firm with the blend of world-class law firm experience. The firm also wanted to position their exclusive leadership in a particular practice area.

Our team coordinated a media relations campaign targeted to Twin Cities business publications and industry specific trade journals.

The successful year-long media blitz attracted eleven strategically linked news stories in print, radio and television. The coverage included three front-page news features and one national magazine. The coverage established the firm as experts with industry leadership to position their practice areas. The wide range of coverage across all news platforms also helped to establish the firm as the 'go-to source' for media when they needed a perspective on the industry. Total news impressions were over one million to targeted professionals, CEO's, entrepreneurs, political junkies and Fortune 500 companies.