What is PR?

Managing reputation – whether that of an organisation or an individual – defines the essence of Public Relations. It is very much a discipline in its own right; that which looks after reputation. It should not be confused with complementary communications activities, such as advertising or marketing.

The CIPR defines Public Relations as: ‘the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.’

In practice, PR manages the communication between an organisation and its publics, aiming to earn understanding and support and influence opinion and behaviour. A great example is Virgin boss Richard Branson, who is widely regarded as an excellent practitioner of the art and an accessible, approachable spokesman for his company.

PR lends credibility to an organisation through being able to communicate directly to your customers through the written or spoken word. Unlike advertising, we tend to believe more of what we read than see.

This, in turn, drives perceptions of what we think about a company, product or service. Every organisation, no matter how large or small, ultimately depends on its reputation for survival and success.

Effective PR promotes better understanding by the public and the media of how a company or organisation works. It’s about what you say and how you say it; messages are tailored according to who you’re talking to. Whether it’s ‘corporate’ or ‘conversational’ in tone, how you communicate depends on the people you want to reach.

That’s where the skill comes in. And that’s why companies like Wilkinson PR Ltd can help.

Why use PR?

  • Promotes understanding of what you do and why you do it
  • Builds credibility of your business
  • Generates awareness of your company, products & services – and response
  • Influences opinion
  • Achieves your objectives
  • Provides communications solutions