Five Roles of Public Relations

by Sharon Sim-Krause

It’s about time the world knows the real power of public relations. Some folks who’ve known us casually have noted that we have “fun jobs” and talk to the media all the time. Of course we have fun jobs, why else would we be doing this? However, what is more important to know about public relations professionals is that we are brand builders, message developers, lead generators, communications commandos and more.

Here are 5 Roles of Public Relations. As for PR Secrets, I leave that to my friend Jane :).

1. To Build, Build, Build That Brand!

“Rome wasn’t built in one day,” your wise old advisor sitting on that rocking chair pipes in. “You have to build your brand, get into the news, speak at industry events, win awards, show the world what your company’s made of!” Public relations pros, through our skills and methodologies, help build companies’ reputations day after day, year after year.

2. To Massage Your Message

At meetings with the media, bloggers, analysts, customers and investors, how many times have you wished you can succinctly pitch and interest people on what your company does? How many times have you wished that your listener will say “Aha! You’re exactly what we need!”? Public relations plays a critical role in shaping messages for the right audiences, and helping you tweak your messages to resonate with those who have the power to influence.

3. To Generate Those Leads

What is the value of a cover story in Fortune Magazine? Or an excellent product review in CNet.com? Chances are, your web site will receive an incredible spike in the number of visitors, your phones might even ring to the tune of “I just read this great review, I want to buy!” Well-executed public relations programs can place your company and products/services in the media devoured by your potential customers.

4. To Be Your Communications Command Center

When major news strikes, the public must know. Be it an IPO, a plane crash, a big merger, a drug recall or a public scandal, the challenge is in figuring out the best and most efficient way to communicate your news to target audiences. This is when your PR “command center” rises to the occasion, and executes on an already planned PR plan that places your company in the best media spotlight possible.

5. To Up Your Valuation

Never underestimate the power of the media. How do investors decide if they should put money in your company? Say you have excellent brochures, presentation slideshows, and a CEO who can sing and even salsa dance… This is probably not enough. Investors talk amongst themselves, and most importantly, they read independent analyst and media reports, and make their bet on whether your company’s the one.

Fun? But of course!

About the Author

Sharon Sim-Krause is president of PR consultancy Sim-Krause Consulting, a writer, coach, and inspiration agent. She is formerly EVP at GolinHarris, a top 10 PR firm. She can be reached at [email protected] and through her blog Shot of Inspiration .

Eager for more? Learn how to rise above the noise and earn media coverage from Adrian Salamunovic, the founder of CanvasPop and DNA11 with his proven process here

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Also published on Medium.