KnowThis.com Disadvantages of Public Relations

Disadvantages of Public Relations

While public relations holds many advantages for marketers, there are also concerns when using this promotional technique. First, while public relations uses many of the same channels as advertising, such as newspapers, magazines, radio, TV and Internet, it differs significantly from advertising in that marketers do not have direct control over whether a message is delivered and where it is placed for delivery. For instance, a marketer may spend many hours talking with a magazine writer, who is preparing an industry story, only to find that their company is never mentioned in the article.
Second, while other promotional messages are carefully crafted and distributed as written through a pre-determined placement in a media vehicle, public relations generally conveys information to a member of the news media (e.g., reporter) who then recrafts the information as part of a news story or feature. Thus, the final message may not be precisely what the marketer planned.
Third, while a PR campaign has the potential to yield a high return on promotional expense, it also has the potential to produce the opposite if the news media feels there is little value in running a story pitched (i.e., suggested via communication with the news outlet) by the marketer.
Fourth, with PR there is always a chance that a well devised news event or release will get “bumped” from planned media coverage because of a more critical breaking news story, such as wars, severe weather or serious crime.
Finally, in some areas of the world the impact of traditional news outlets is fading forcing public relations professionals to scramble to find new ways to reach their target markets.

KnowThis.com Advantages of Public Relations

Advantages of Public Relations

Public relations offers several advantages not found with other promotional options. First, PR is often considered a highly credible form of promotion. One of PR’s key points of power rests with helping to establish credibility for a product, company or person (e.g., CEO) in the minds of targeted customer groups by capitalizing on the influence of a third-party -- the media. Audiences view many media outlets as independent-party sources that are unbiased in their coverage, meaning that the decision to include the name of the company and the views expressed about the company is not based on payment (i.e., advertisement) but on the media outlet’s judgment of what is important. For example, a positive story about a new product in the business section of a local newspaper may have greater impact on readers than a full-page advertisement for the product since readers perceive the news media as presenting an impartial perspective of the product.
Second, a well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion. That is, media sources often provide more space and time for explanation of a product.
Third, depending on the media outlet, a story mentioning a company may be picked up by a large number of additional media, thus, spreading a single story to many locations.
Finally, in many cases public relations objectives can be achieved at very low cost when compared to other promotional efforts. This is not to suggest public relations is not costly, it may be, especially when a marketer hires PR professionals to handle the work. But when compared to the direct cost of other promotions, in particular advertising, the return on promotional expense can be quite high.

What is Public Relations? How it can work for you!

PR: The Wildcard Marketing Strategy by Dali Singh

What is the true purpose of public relations and how can it really help impact the growth of your small business? In order for the media to succeed, they need information that is both useful and entertaining for their readers. This is where you, the business owner or marketing executive, come in. When thinking of public relations, many things may come to mind, like: Sweaty palms as you pick up the phone to try and convince a reporter how great your business is; getting writers block while trying to write a press release about your company; countless hours of faxing your story to hundreds of editors just to find out that your piece did not make it to print.
However, communicating your company's message to the media does not have to be such a daunting effort. If done right, public relations can also bring rewarding thoughts to your mind, like: The constant ringing of phones in your office of people interested in your products or services; gaining credibility and becoming a leading expert in your industry; or thousands of people learning about your company in a matter of days without costing you a dime!
This is the type of public relations that every business owner should strive for. First of all, let's analyze the true meaning of public relations. The dictionary defines public relations as "Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea." Sounds easy enough, right? Well, if that's the case then why do so many companies struggle with implementing effective PR campaigns?
Most small business owners think that public relations is too time consuming of an effort. This may be true in cases where small businesses have very limited resources (i.e. staff, budget), but this should not discourage you from doing it. It is just a matter of prioritizing your goals and leveraging the resources that you do have available to take advantage of what is an invaluable marketing tactic. Now that we have established the importance of PR for your business, here are a few tips to get you started in the right direction:
1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. Shamelessly promoting your business or its products is not going to do you much good. Not only that, but editors may classify you as that annoying self-promoter that won't stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions:
What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, emotionally, or even spiritually in any way? Is this really entertaining or fun to read? If the answer to any of these questions is "No", then it is time to adjust your story until the answer is "Yes".
2. Match your target audience with the right media channels. If your company's main customer base is women in their 30s, then you probably don't want to focus on media channels that target a demographic of men in their 50s. Really understanding your target audience will help you in the next step of your PR plan - targeting the right media channels.
Even if you were to get exposure in these "A List" publications, it doesn't necessarily mean that you will get the same results than if you had a write-up in a more targeted publication that focuses specifically on Human Resource issues.
After getting your initial list of potential media targets together, rate each one on how good it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source.
3. Have a spokesperson or PR firm represent your company. So let's assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to secure an interview with someone at your firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully so - they have deadlines to fulfill! The last thing you want is to be unavailable when an editor or reporter wants more information about your company or products.
4. Take advantage of your opportunities when they present themselves. PR results do not happen overnight. You must be patient and persistent. However, when activity comes up, you must ensure that the company is rewarded for the hard work put in! So do not forget to include your company information including a 1-3 line sentence describing your company, author byline (if applicable), and a URL of your web site. Media professionals will sometimes forget to include this information so it is your job to include it in your press release, articles, or interview. If you have a welcoming relationship with your media contact, see if you can check the article before it goes to print. If you are doing a talk show, make sure they mention your company name and/or web site on the bottom of the television screen.
5. Follow up with your contacts. Now that you have received press, do not forget to thank the reporter or editor who wrote it. Maintaining solid relationships is essential to the success of your PR campaign. Taking a reporter out to lunch or dropping them a kind note every now and then doesn't hurt either.
In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. Companies need to have either an in-house or third party person dedicated to PR, at least on a part-time basis. This person needs to be the champion of the company, products or services, in a tireless fashion. Don't forget that your number one goal is to get in front of your target audience. In your next marketing plan review or initial development of one, make sure to give PR serious attention and the resources necessary to implement a long-term PR strategy.

PRSA Code of Ethics

Preamble

• Professional Values
• Principles of Conduct
• Commitment and Compliance

This Code applies to PRSA members. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. The scenarios outlined in the Code provision are actual examples of misconduct. More will be added as experience with the Code occurs.

The Public Relations Society of America (PRSA) is committed to ethical practices. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically.

The value of member reputation depends upon the ethical conduct of everyone affiliated with the Public Relations Society of America. Each of us sets an example for each other - as well as other professionals - by our pursuit of excellence with powerful standards of performance, professionalism, and ethical conduct.

Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that is in violation of this Code.

Ethical practice is the most important obligation of a PRSA member. We view the Member Code of Ethics as a model for other professions, organizations, and professionals.

PRSA Member Statement of Professional Values

This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole.

ADVOCACY

We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

HONESTY

We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

EXPERTISE

We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

INDEPENDENCE

We provide objective counsel to those we represent. We are accountable for our actions.

LOYALTY

We are faithful to those we represent, while honoring our obligation to serve the public interest.

FAIRNESS

We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

PRSA Code Provisions

FREE FLOW OF INFORMATION

Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society.

Intent:

To maintain the integrity of relationships with the media, government officials, and the public.

To aid informed decision-making.

Guidelines:

A member shall:

Preserve the integrity of the process of communication.

Be honest and accurate in all communications.

Act promptly to correct erroneous communications for which the practitioner is responsible.

Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

Examples of Improper Conduct Under this Provision:

A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product.

A member entertains a government official beyond legal limits and/or in violation of government reporting requirements.

COMPETITION

Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment.

Intent:

To promote respect and fair competition among public relations professionals.

To serve the public interest by providing the widest choice of practitioner options.

Guidelines:

A member shall:

Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor.

Preserve intellectual property rights in the marketplace.

Examples of Improper Conduct Under This Provision:

A member employed by a "client organization" shares helpful information with a counseling firm that is competing with others for the organization's business.

A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitor's clients and employees in a ploy to recruit people and business.

DISCLOSURE OF INFORMATION

Core Principle Open communication fosters informed decision making in a democratic society.

Intent:

To build trust with the public by revealing all information needed for responsible decision making.

Guidelines:

A member shall:

Be honest and accurate in all communications.

Act promptly to correct erroneous communications for which the member is responsible.

Investigate the truthfulness and accuracy of information released on behalf of those represented.

Reveal the sponsors for causes and interests represented.

Disclose financial interest (such as stock ownership) in a client's organization.

Avoid deceptive practices.

Examples of Improper Conduct Under this Provision:

Front groups: A member implements "grass roots" campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups.

Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporation's performance.

A member discovers inaccurate information disseminated via a website or media kit and does not correct the information.

A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in "grass roots" campaigns.

SAFEGUARDING CONFIDENCES

Core Principle Client trust requires appropriate protection of confidential and private information.

Intent:

To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.

Guidelines:

A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees.

Protect privileged, confidential, or insider information gained from a client or organization.

Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization.

Examples of Improper Conduct Under This Provision:

A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer.

A member intentionally leaks proprietary information to the detriment of some other party.

CONFLICTS OF INTEREST

Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics.

Intent:

To earn trust and mutual respect with clients or employers.

To build trust with the public by avoiding or ending situations that put one's personal or professional interests in conflict with society's interests.

Guidelines:

A member shall:

Act in the best interests of the client or employer, even subordinating the member's personal interests.

Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests.

Disclose promptly any existing or potential conflict of interest to affected clients or organizations.

Encourage clients and customers to determine if a conflict exists after notifying all affected parties.

Examples of Improper Conduct Under This Provision:

The member fails to disclose that he or she has a strong financial interest in a client's chief competitor.

The member represents a "competitor company" or a "conflicting interest" without informing a prospective client.

ENHANCING THE PROFESSION

Core Principle Public relations professionals work constantly to strengthen the public's trust in the profession.

Intent:

To build respect and credibility with the public for the profession of public relations.

To improve, adapt and expand professional practices.

Guidelines:

A member shall: Acknowledge that there is an obligation to protect and enhance the profession.

Keep informed and educated about practices in the profession to ensure ethical conduct.

Actively pursue personal professional development.

Decline representation of clients or organizations that urge or require actions contrary to this Code.

Accurately define what public relations activities can accomplish.

Counsel subordinates in proper ethical decision making.

Require that subordinates adhere to the ethical requirements of the Code.

Report ethical violations, whether committed by PRSA members or not, to the appropriate authority.

Examples of Improper Conduct Under This Provision:

A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary.

A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership.