*This article was originally published in Strategic – Communications magazine*

Every individual, business or organisation that wants to manage its communications or be seen, heard, recognised or positioned as an industry leader needs PR. 

Do you want to connect with employees, customers, neighbours, media or politicians, known as stakeholder engagement?  Do you have positive news that you want to share with your target audience, but are not sure of the correct channels to use?  Perhaps it’s a potentially negative announcement that needs to be communicated and managed effectively? 

PR is sometimes misunderstood as sales, advertising or marketing.  In reality, it is a strategic discipline, that is creative, yet planned, and timely communication is critical.

PR professionals help their clients or organisations to plan and manage their communications requirements.  An ad hoc approach to communication may mean that you have a strong brand in place, but your key messages are not being communicated effectively to the right people.  There is no one size fits all when it comes to PR; campaigns need to be bespoke and consider the various facets of a client or organisation’s needs, not least their different target audiences and how to build relationships through the correct channels, be it traditional or online.

Still not sure if you need PR?  PR is for you if you are in any of the following situations:

• You are opening or closing a business
• You are expanding or reducing the size of your team
• You are celebrating a milestone
• You have an announcement to make that will impact different groups of people
• You are establishing a brand or are rebranding
• You recognise there is potential for growth in your current communications plan
• You need to outsource your PR and communications department
• You want to be kept informed on industry developments
• You want your team to communicate more seamlessly and harmoniously
• You know what you want to say, but not necessarily how or when to say it, and to whom

This list is by no means exhaustive, but demonstrates that PR is intrinsic to success and the best possible outcome, whatever the starting point.  PR, or public relations, by its very name is relating to and building relationships with your various publics.

Further information

Contact Orla Clancy, Freelance Consultant and Founding Editor at Strategic Communications and Publications, by email at contact@orlaclancy.com or call +353 87 9388882.