Public Relations Objectives

Establishing and maintaining relationships through communications.

Cover photo: @jerrysilfwer

What are some typยญicยญal pubยญlic relaยญtions objectives?

PR proยญfesยญsionยญals craft comยญpelยญling narยญratยญives and critยญicยญal mesยญsages that resยญonยญate with stakeยญholdยญers, influยญenยญcers, and pubยญlics, and they disยญsemยญinยญate these through variยญous chanยญnels, includยญing traยญdiยญtionยญal media, social media, and dirยญect communications. 

Here we go:

Public Relations Objectives

Public Relations Objectives

โ€œPublic relaยญtions is a young acaยญdemยญic field with potenยญtial to inform variยญous areas of comยญmuยญnicยญaยญtion and offer tools like issues manยญageยญment for variยญous applied comยญmuยญnicยญaยญtion fields.โ€œ
Source: Journal of Communication 1Botan, C., & Taylor, M. (2004). Public relaยญtions: State of the field. Journal of Communication, 54, 645โ€‰โ€“โ€‰661. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹1โ€‹1โ€‹1โ€‹/โ€‹Jโ€‹.โ€‹1โ€‹460โ€‰โ€“โ€‰2466.2004.TB02649.X

Building trust and credยญibยญilยญity is a cruยญcial objectยญive of pubยญlic relaยญtions. In an era where conยญsumers are increasยญingly scepยญticยญal of advertยญising and corยญporยญate speak, PR offers a more authenยญtยญic and credยญible way to comยญmuยญnicยญate with the public.

But what exactly are PR proยญfesยญsionยญals doing?

Examples of Public Relations Objectives

Categorised by the Stakeholder Model, here are a few examples of pubยญlic relaยญtions (PR) objectives:

Corporate comยญmuยญnicยญaยญtions = an organยญisaยญtionโ€™s straยญtegic use of mesยญsaging to shape its repuยญtaยญtion, articยญuยญlate its visยญion, and engage with key audiยญences across internยญal and externยญal chanยญnels.

Targets: External and internยญal pubยญlics, busiยญness journยญalยญists, regยญuยญlatยญory instiยญtuยญtions, partยญners, supยญpliยญers, vendors, etc.

  • Develop the corยญporยญate strategy and ensure alignยญment across all comยญmuยญnicยญaยญtion efforts.
  • Educate stakeยญholdยญers on the companyโ€™s valยญues, misยญsion, and visยญion to shape perceptions.
  • Monitor and manยญage repuยญtaยญtion by addressยญing emerยญging issues proactively.

Investor relaยญtions (IR) = an organยญisaยญtionโ€™s delibยญerยญate comยญmuยญnicยญaยญtion efforts to build trust and mainยญtain transยญparยญency with investors, anaยญlysts, and the finยญanยญcial comยญmunity.

Targets: Shareholders, investors, marยญket hubs, marยญket anaยญlysts, finยญanยญcial instiยญtuยญtions, trade journยญalยญists etc.

  • Keep investors and anaยญlysts well-informed with accurยญate, timely finยญanยญcial updates.
  • Gather actionยญable insights from stakeยญholdยญer feedยญback to influยญence strategy.
  • Influence pubยญlic opinยญion and legisยญlatยญive proยญcesses related to finยญanยญcial regulations.

Media relaยญtions = a brandโ€™s tarยญgeted use of comยญmuยญnicยญaยญtion to foster posยญitยญive interยญacยญtions with journยญalยญists, editยญors, and media outยญlets and to gain favourยญable covยญerยญage.

Targets: Journalists, editยญors, influยญenยญcers, etc.

  • Manage inquirยญies from journยญalยญists and anaยญlysts to ensure conยญsistยญent, posยญitยญive publicity.
  • Produce and pubยญlish newsยญworthy conยญtent to eduยญcate and inform the market.
  • Monitor press covยญerยญage and address inacยญcuracies to manยญage perceptions.

Digital PR = the straยญtegic use of online comยญmuยญnicยญaยญtion to build brand comยญmunitยญies, foster engageยญment, and manยญage repuยญtaยญtion in the digitยญal space. 2Silfwer, J. (2017, November 20). What is Digital PR? Doctor Spin | The PR Blog. https://โ€‹docโ€‹torโ€‹spinโ€‹.net/โ€‹wโ€‹hโ€‹aโ€‹tโ€‹-โ€‹iโ€‹sโ€‹-โ€‹dโ€‹iโ€‹gโ€‹iโ€‹tโ€‹aโ€‹lโ€‹-โ€‹pr/

Targets: Inbound web traffic, brand comยญmunitยญies, subยญscribers, fans, folยญlowยญers, influยญenยญcers, social netยญworks, etc.

  • Increase awareยญness via earned, shared, and owned digitยญal channels.
  • Produce and disยญtribยญute eduยญcaยญtionยญal and engaยญging conยญtent to influยญence online communities.
  • Monitor online senยญtiยญment and manยญage crises in real-time.

Public affairs (PA) = a brandโ€™s intenยญtionยญal use of comยญmuยญnicยญaยญtion to engage with govยญernยญments, poliยญcyยญmakers, and comยญmunitยญies to influยญence pubยญlic policy and social impact.

Targets: Voters, politยญicยญal journยญalยญists, politยญicยญal anaยญlysts, columยญnists, interest groups, etc.

  • Establish and develยญop relaยญtionยญships with poliยญcyยญmakers and key publics.
  • Influence pubยญlic opinยญion and legisยญlatยญive decisions to align with organยญisaยญtionยญal goals.
  • Monitor and address emerยญging sociยญetยญal or regยญuยญlatยญory issues before escalation.

Lobbying = the focused use of advocacy and comยญmuยญnicยญaยญtion to dirยญectly influยญence legisยญlatยญive and regยญuยญlatยญory decisions in favour of speยญcifยญic interests or causes.

Targets: Politicians, legisยญlatยญors, govยญernยญment offiยญcials, comยญmitยญtees, influยญenยญcers, etc.

  • Educate poliยญcyยญmakers on key issues to drive favourยญable legisยญlatยญive outcomes.
  • Build coaliยญtions with othยญer organยญisaยญtions to ampยญliยญfy advocacy efforts.
  • Prevent unfaยญvourยญable policies by providยญing comยญpelยญling data and arguments.

Internal comยญmuยญnicยญaยญtions (IC) = an organยญisaยญtionโ€™s delibยญerยญate use of mesยญsaging to align, inform, and motivยญate employยญees while fosยญterยญing a proยญductยญive workยญplace culยญture.

Targets: Coworkers, potenยญtial recruits, etc.

  • Improve internยญal comยญmuยญnicยญaยญtions to boost employยญee morยญale and productivity.
  • Manage insider threats by ensurยญing transยญparยญent and proยญactยญive messaging.
  • Coach and preยญpare employยญees for their roles as brand ambassadors.

Crisis comยญmuยญnicยญaยญtions = a brandโ€™s rapยญid, straยญtegic deployยญment of comยญmuยญnicยญaยญtion to mitยญigยญate repuยญtaยญtionยญal damยญage, address urgent chalยญlenges, and restore pubยญlic trust durยญing critยญicยญal situยญations.

Targets: Crisis vicยญtims, worยญried pubยญlics, the genยญerยญal pubยญlic, coworkยญers, journยญalยญists, influยญenยญcers, cusยญtomยญers, shareยญholdยญers, etc.

  • Prevent and manยญage crises through early detecยญtion and scenยญario planning.
  • Protect organยญisaยญtionยญal repuยญtaยญtion by decreasยญing negยญatยญive pubยญliยญcity durยญing incidents.
  • Coach and preยญpare spokespeople to delivยญer clear, reasยญsurยญing mesยญsages in a crisis.

Marketing PR = a brandโ€™s tacยญticยญal integยญraยญtion of comยญmuยญnicยญaยญtion and proยญmoยญtionยญal efforts to enhance product awareยญness, drive sales, and supยญport marยญketยญing objectยญives.

Targets: Potential cusยญtomยญers, existยญing cusยญtomยญers, trade journยญalยญists, memยญbers, affilยญiยญates, etc.

  • Introduce new products or serยญvices to the marยญket through storytelling and campaigns.
  • Increase word-of-mouth by creยญatยญing shareยญable social objects.
  • Align PR efforts with marยญketยญing goals to boost cusยญtomยญer engageยญment and sales.

Industry PR (B2B) = a busiยญnessโ€™s purยญposeยญful use of comยญmuยญnicยญaยญtion to build credยญibยญilยญity, foster trust, and estabยญlish thought leadยญerยญship withยญin its proยญfesยญsionยญal secยญtor.

Targets: B2B cliยญents, B2B proยญspects, trade journยญalยญists, trade organยญisaยญtions, niche influยญenยญcers, etc.

  • Educate the marยญket and modiยญfy perยญcepยญtions through thought leadยญerยญship content.
  • Build relaยญtionยญships with industry stakeยญholdยญers and influยญenยญcers to enhance trust.
  • Monitor industry trends and insights to mainยญtain relยญevยญance and competitiveness.

Learn more: Public Relations Objectives

What Public Relations Does

What Public Relations Does

โ€œPublic relaยญtions budgets and resources are often less well-defined and less accepยญted than marยญketยญing budgets and resources, but both disยญcipยญlines conยญtribยญute to the botยญtom line.โ€
Source: Public Relations for Marketing Professionals 3Haywood, R. (1998). Public relaยญtions budget and resources. Public Relations for Marketing Professionals, 83โ€‰โ€“โ€‰96. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹0โ€‹7โ€‹/โ€‹978โ€‰โ€“โ€‰1โ€‘349โ€‰โ€“โ€‰14365-8_5

โ€œPublic relaยญtions and marยญketยญing both use relaยญtionยญship-buildยญing techยญniques, but their misยญsions and philoยญsophies are funยญdaยญmentยญally difยญferยญent.โ€
Source: Public Relations Review 4Broom, G., Lauzen, M., & Tucker, K. (1991). Public relaยญtions and marยญketยญing: Dividing the conยญcepยญtuยญal domain and operยญaยญtionยญal turf. Public Relations Review, 17, 219โ€‰โ€“โ€‰225. โ€ฆ Continue readยญing

Public relaยญtions is funยญdaยญmentยญally difยญferยญent from marยญketยญing. Letโ€™s use the Stakeholder Model to underยญstand betยญter what PR proยญfesยญsionยญals do.

The Stakeholder Model - Doctor Spin - The PR Blog
The stakeยญholdยญer modยญel in pubยญlic relations.

Corporate Communications

(Sometimes used interยญchangeยญably with โ€œCommunicationsโ€ and โ€œInhouse PRโ€ as a genยญerยญal term.)

Corporate comยญmuยญnicยญaยญtions = an organยญisaยญtionโ€™s straยญtegic use of mesยญsaging to shape its repuยญtaยญtion, articยญuยญlate its visยญion, and engage with key audiยญences across internยญal and externยญal chanยญnels.

Targets: External and internยญal pubยญlics, busiยญness journยญalยญists, regยญuยญlatยญory instiยญtuยญtions, partยญners, supยญpliยญers, vendors, etc.

What if an organยญisaยญtion depends not just on whethยญer people buy its products or serยญvices but also on what people think of your organยญisaยญtion and how it conยญducts its busiยญness? What if people want to disยญcuss critยญicยญal topยญics with the organisation?

Unfortunately, proยญmotยญing your products and serยญvices to these people wonโ€™t cut it. However, pubยญlic relaยญtions has proยญfesยญsionยญal know-how in this area.

โ€œCorporate comยญmuยญnicยญaยญtion is a new [editorโ€™s note: pubยญlished in 1996] and growยญing disยญcipยญline that focuses on comยญmuยญnicยญaยญtion withยญin organยญizยญaยญtions, relatยญing to manยญageยญment, busiยญness, and organยญizยญaยญtionยญal aspects.โ€
Source: Management Communication Quarterly 5Argenti, P. (1996). Corporate Communication as a Discipline. Management Communication Quarterly, 10, 73โ€‰โ€”โ€‰97. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹1โ€‹7โ€‹7โ€‹/โ€‹0โ€‹8โ€‹9โ€‹3โ€‹3โ€‹1โ€‹8โ€‹9โ€‹9โ€‹6โ€‹0โ€‹1โ€‹0โ€‹0โ€‹0โ€‹1โ€‹005

Media Relations

(Sometimes referred to as โ€œPress Office.โ€)

Media relaยญtions = a brandโ€™s tarยญgeted use of comยญmuยญnicยญaยญtion to foster posยญitยญive interยญacยญtions with journยญalยญists, editยญors, and media outยญlets and to gain favourยญable covยญerยญage.

Targets: Journalists, editยญors, influยญenยญcers, etc.

Some third-party pubยญlishยญers donโ€™t accept payยญment because their liveยญliยญhood depends on objectivยญity. Journalists (and influยญenยญcers with journยญalยญistยญic ambiยญtions) fall into this catยญegory. Their unbiased approach makes them highly influential.

For instance, you canยญnot send your ads to a journยญalยญist. They will refer you to their marยญketยญing departยญment and ask you to pay!

However, a PR proยญfesยญsionยญal underยญstands how to creยญate materยญiยญal that a journยญalยญist (or an ambiยญtious influยญenยญcer) will want to feaยญture to their audience.

โ€œOrganizationsโ€™ media relaยญtions activยญitยญies can influยญence media conยญtent and opinยญions, but sucยญcess depends on more than just disยญtribยญutยญing news releases.โ€
Source: Public Relations Review 6Turk, J. (1985). Information subยญsidies and influยญence. Public Relations Review, 11, 10โ€‰โ€“โ€‰25. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹6โ€‹/โ€‹Sโ€‹0โ€‹3โ€‹6โ€‹3โ€‹-โ€‹8โ€‹1โ€‹1โ€‹1โ€‹(โ€‹8โ€‹5โ€‹)โ€‹8โ€‹0โ€‹078โ€‰โ€“โ€‰3

Investor Relations (IR)

Investor relaยญtions (IR) = an organยญisaยญtionโ€™s delibยญerยญate comยญmuยญnicยญaยญtion efforts to build trust and mainยญtain transยญparยญency with investors, anaยญlysts, and the finยญanยญcial comยญmunity.

Targets: Shareholders, investors, marยญket hubs, marยญket anaยญlysts, finยญanยญcial instiยญtuยญtions, trade journยญalยญists etc.

In some organยญisaยญtions, huge ones, there are variยญous finยญanยญcial stakeยญholdยญers: shareยญholdยญers, investors, finยญanยญcial instiยญtuยญtions, etc. You canยญnot โ€œmarยญketโ€ to these groups; their informยญaยญtionยญal needs difยญfer from those of potenยญtial consumers.

However, we underยญstand how to engage in two-way comยญmuยญnicยญaยญtion withยญin pubยญlic relations.

โ€œInvestor relaยญtions officers sigยญniยญficยญantly influยญence corยญporยญate disยญclosยญures and play a cruยญcial role in private comยญmuยญnicยญaยญtion between IROs, anaยญlysts, and investors.โ€
Source: Journal of Accounting and Economics 7Brown, L., Call, A., Clement, M., & Sharp, N. (2019). Managing the narยญratยญive: Investor relaยญtions officers and corยญporยญate disยญclosยญureโœฐ. Journal of Accounting and Economics. โ€ฆ Continue readยญing

Digital PR

(Sometimes referred to as โ€œDigital Communications,โ€ โ€œOnline PR,โ€ or โ€œOnline Communications.โ€)

Digital PR = the straยญtegic use of online comยญmuยญnicยญaยญtion to build brand comยญmunitยญies, foster engageยญment, and manยญage repuยญtaยญtion in the digitยญal space. 8Silfwer, J. (2017, November 20). What is Digital PR? Doctor Spin | The PR Blog. https://โ€‹docโ€‹torโ€‹spinโ€‹.net/โ€‹wโ€‹hโ€‹aโ€‹tโ€‹-โ€‹iโ€‹sโ€‹-โ€‹dโ€‹iโ€‹gโ€‹iโ€‹tโ€‹aโ€‹lโ€‹-โ€‹pr/

Targets: Inbound web traffic, brand comยญmunitยญies, subยญscribers, fans, folยญlowยญers, influยญenยญcers, social netยญworks, etc.

Not all online traffic is paid for by ads. People search organยญicยญally for informยญaยญtion, knowยญledge, inspirยญaยญtion, enterยญtainยญment, etc. Some people even wish to be more than just cusยญtomยญersโ€‰โ€”โ€‰they want to be fans, folยญlowยญers, and subscribers! 

And yes, pubยญlic relaยญtions is equipped to cater to the informยญaยญtionยญal needs of finยญanยญcial stakeholders.

โ€œOnline pubยญlic relaยญtions can enhance visยญibยญilยญity and build relaยญtionยญships with the pubยญlic, proยญmotยญing organยญizยญaยญtions and products through diaยญloยญgic comยญmuยญnicยญaยญtion.โ€
Source: Procediaโ€‰โ€”โ€‰Social and Behavioral Sciences 9Petrovici, M. (2014). Eโ€‘Public Relations: Impact and Efficiency. A Case Study. Procediaโ€‰โ€”โ€‰Social and Behavioral Sciences, 141, 79โ€‰โ€“โ€‰84. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹6โ€‹/โ€‹Jโ€‹.โ€‹Sโ€‹Bโ€‹Sโ€‹Pโ€‹Rโ€‹Oโ€‹.โ€‹2โ€‹0โ€‹1โ€‹4โ€‹.โ€‹0โ€‹5โ€‹.โ€‹015

Public Affairs (PA)

Public affairs (PA) = a brandโ€™s intenยญtionยญal use of comยญmuยญnicยญaยญtion to engage with govยญernยญments, poliยญcyยญmakers, and comยญmunitยญies to influยญence pubยญlic policy and social impact.

Targets: Voters, politยญicยญal journยญalยญists, politยญicยญal anaยญlysts, columยญnists, interest groups, etc.

For some organยญisaยญtions, the genยญerยญal pubยญlicโ€™s opinยญion about speยญcifยญic issues matยญters. For an elecยญtric car manยญuยญfacยญturer, what people think of sociยญetyโ€™s elecยญtriยญficยญaยญtion matยญters because, in a demoยญcracy, pubยญlic opinยญion will ultiยญmately shape pubยญlic policy.

In pubยญlic relaยญtions, we have the skill set to navยญigยญate and manยญage pubยญlic perยญcepยญtions and shape opinยญions long-term. While advertยญising can supยญport such endeavยญours, the drivยญing force is usuยญally pubยญlic relations.

โ€œIntegrating corยญporยญate planยญning and pubยญlic affairs perยญspectยญives is cruยญcial for organยญizยญaยญtions to effectยญively respond to envirยญonยญmentยญal change and adapt to social and politยญicยญal turยญbuยญlence.โ€
Source: Long Range Planning 10Post, J., Murray, E., Dickie, R., & Mahon, J. (1982). The pubยญlic affairs funcยญtion in American corยญporยญaยญtions: Development and relaยญtions with corยญporยญate planยญning. Long Range Planning, 15, 12โ€‰โ€“โ€‰21. โ€ฆ Continue readยญing

Lobbying

Lobbying = the focused use of advocacy and comยญmuยญnicยญaยญtion to dirยญectly influยญence legisยญlatยญive and regยญuยญlatยญory decisions in favour of speยญcifยญic interests or causes.

Targets: Politicians, legisยญlatยญors, govยญernยญment offiยญcials, comยญmitยญtees, influยญenยญcers, etc.

At times, itโ€™s a good idea to present your organยญisaยญtionโ€™s ideas dirยญectly to those in charge of makยญing the decisions, like politiยญcians, legisยญlatยญors, anaยญlysts, topยญic experts, etc. And these groups are rarely conยญvinced by marยญketยญing messages.

โ€œLobbying can be viewed as a form of legisยญlatยญive subยญsidy, providยญing policy informยญaยญtion, politยญicยญal intelยญliยญgence, and legisยญlatยญive labor to straยญtegicยญally selecยญted legisยญlatยญors, assistยญing natยญurยญal allies in achievยญing their objectยญives.โ€
Source: American Political Science Review 11Hall, R., & Deardorff, A. (2006). Lobbying as Legislative Subsidy. American Political Science Review, 100, 69โ€‰โ€”โ€‰84. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹7โ€‹/โ€‹Sโ€‹0โ€‹0โ€‹0โ€‹3โ€‹0โ€‹5โ€‹5โ€‹4โ€‹0โ€‹6โ€‹0โ€‹6โ€‹2โ€‹010

Internal Communications (IC)

Internal comยญmuยญnicยญaยญtions (IC) = an organยญisaยญtionโ€™s delibยญerยญate use of mesยญsaging to align, inform, and motivยญate employยญees while fosยญterยญing a proยญductยญive workยญplace culยญture.

Targets: Coworkers, potenยญtial recruits, etc.

Most organยญisaยญtions have employยญees. Their opinยญions and attiยญtudes towards the employยญer often decide whethยญer the organยญisaยญtion will rise or fall. Aiming marยญketยญing camยญpaigns at them rarely resolves any issues. 

Public relaยญtions has a long and proud traยญdiยญtion of improvยญing all types of comยญmuยญnicยญaยญtion withยญin an organยญisaยญtion. (Itโ€™s also a major field of acaยญdemยญic research!)

โ€œStrengthening internยญal comยญmuยญnicยญaยญtion through variยญous methยญods, includยญing face-to-face comยญmuยญnicยญaยญtion, can improve employยญee engageยญment and build trust between manยญageยญment and employยญees.โ€
Source: International Journal of Business Communication 12Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement. International Journal of Business Communication, 51, 183โ€‰โ€”โ€‰202. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹1โ€‹7โ€‹7โ€‹/โ€‹2โ€‹3โ€‹2โ€‹9โ€‹4โ€‹8โ€‹8โ€‹4โ€‹1โ€‹4โ€‹5โ€‹2โ€‹5โ€‹399

Crisis Communications

(Sometimes referred to as โ€œCrisis Management.โ€)

Crisis comยญmuยญnicยญaยญtions = a brandโ€™s rapยญid, straยญtegic deployยญment of comยญmuยญnicยญaยญtion to mitยญigยญate repuยญtaยญtionยญal damยญage, address urgent chalยญlenges, and restore pubยญlic trust durยญing critยญicยญal situยญations.

Targets: Crisis vicยญtims, worยญried pubยญlics, the genยญerยญal pubยญlic, coworkยญers, journยญalยญists, influยญenยญcers, cusยญtomยญers, shareยญholdยญers, etc.

Sometimes, things go wrong. In such situยญations, pausยญing all marยญketยญing camยญpaigns is often a good idea. No one wants to see an ad for your busiยญness when people sufยญfer or have gotยญten hurt. 

We have developed a tried-and-tested toolยญbox in pubยญlic relaยญtions to assist organยญisaยญtions in dealยญing with chalยญlenยญging scenarios.

โ€œEffective crisis comยญmuยญnicยญaยญtion strategies, timยญing, and situยญationยญal factors can guide manยญagers in achievยญing desired outยญcomes and enhanยญcing corยญporยญate repuยญtaยญtion durยญing crises.โ€
Source: Business Horizons 13Coombs, W. (2015). The value of comยญmuยญnicยญaยญtion durยญing a crisis: Insights from straยญtegic comยญmuยญnicยญaยญtion research. Business Horizons, 58, 141โ€‰โ€“โ€‰148. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹6โ€‹/โ€‹Jโ€‹.โ€‹Bโ€‹Uโ€‹Sโ€‹Hโ€‹Oโ€‹Rโ€‹.โ€‹2โ€‹0โ€‹1โ€‹4โ€‹.โ€‹1โ€‹0โ€‹.โ€‹003

Marketing PR

(Sometimes referred to as โ€œMarketing Communications.โ€)

Marketing PR = a brandโ€™s tacยญticยญal integยญraยญtion of comยญmuยญnicยญaยญtion and proยญmoยญtionยญal efforts to enhance product awareยญness, drive sales, and supยญport marยญketยญing objectยญives.

Targets: Potential cusยญtomยญers, existยญing cusยญtomยญers, trade journยญalยญists, memยญbers, affilยญiยญates, etc.

Journalists and influยญenยญcers are someยญtimes interยญested in conยญsumer offerยญings, too. Potential cusยญtomยญers are interยญested in learnยญing about new products or serยญvices, and journยญalยญists might be curiยญous, too. This often hapยญpens when there are big launches or sigยญniยญficยญant techยญnoยญloยญgicยญal advancements.

This is where marยญketยญing and pubยญlic relaยญtions โ€œcross swords.โ€ While marยญketยญing uses paid camยญpaigns to proยญmote products or serยญvices, pubยญlic relaยญtions pitches those products or serยญvices to journยญalยญists (and influยญenยญcers with journยญalยญistยญic ambitions).

โ€œIntegrating marยญketยญing comยญmuยญnicยญaยญtions across traยญdiยญtionยญal and new media can improve the effectยญiveยญness and effiยญciency of marยญketยญing proยญgrams.โ€
Source: Journal of Marketing 14Batra, R., & Keller, K. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80, 122โ€‰โ€”โ€‰145. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹5โ€‹0โ€‹9โ€‹/โ€‹jโ€‹mโ€‹.โ€‹1โ€‹5โ€‹.โ€‹0โ€‹419

Industry PR (B2B)

(Sometimes referred to as โ€œB2B PR,โ€ โ€œB2B Communications,โ€ or with more speยญcificity, like โ€œTech PR,โ€ โ€œTelecom PRโ€, โ€œMedical PR,โ€ etc.) 

Industry PR (B2B) = a busiยญnessโ€™s purยญposeยญful use of comยญmuยญnicยญaยญtion to build credยญibยญilยญity, foster trust, and estabยญlish thought leadยญerยญship withยญin its proยญfesยญsionยญal secยญtor.

Targets: B2B cliยญents, B2B proยญspects, trade journยญalยญists, trade organยญisaยญtions, niche influยญenยญcers, etc.

In many indusยญtries, organยญisaยญtions sell products and serยญvices to othยญer comยญpanยญies. Marketing can be cruยญcial, espeยญcially if there are thouยญsands of potenยญtial cusยญtomยญers. However, many niches are small and dependยญent on perยญsonยญal relationships.

Many organยญisaยญtions also depend on funcยญtionยญal relaยญtionยญships with vendors, disยญtribยญutยญors, partยญners, supยญpliยญers, etc. Public relaยญtions is the way to comยญmuยญnicยญate with these organisations.

โ€œContemporary pubยญlic relaยญtions for B2B involves 7 disยญtinct types of framยญing: situยญations, attribยญutes, choices, actions, issues, responsยญibยญilยญity, and news.โ€
Source: Journal of Public Relations Research 15Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205โ€‰โ€“โ€‰242. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹2โ€‹0โ€‹7โ€‹/โ€‹Sโ€‹1โ€‹5โ€‹3โ€‹2โ€‹7โ€‹5โ€‹4โ€‹Xโ€‹Jโ€‹Pโ€‹Rโ€‹Rโ€‹1โ€‹1โ€‹0โ€‹3โ€‹_02

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ANNOTATIONS
ANNOTATIONS
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4 Broom, G., Lauzen, M., & Tucker, K. (1991). Public relaยญtions and marยญketยญing: Dividing the conยญcepยญtuยญal domain and operยญaยญtionยญal turf. Public Relations Review, 17, 219โ€‰โ€“โ€‰225. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹6โ€‹/โ€‹0โ€‹363โ€‰โ€“โ€‰8111(91)90018โ€‘G
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7 Brown, L., Call, A., Clement, M., & Sharp, N. (2019). Managing the narยญratยญive: Investor relaยญtions officers and corยญporยญate disยญclosยญureโœฐ. Journal of Accounting and Economics. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹6โ€‹/โ€‹Jโ€‹.โ€‹Jโ€‹Aโ€‹Cโ€‹Cโ€‹Eโ€‹Cโ€‹Oโ€‹.โ€‹2โ€‹0โ€‹1โ€‹8โ€‹.โ€‹0โ€‹8โ€‹.โ€‹014
9 Petrovici, M. (2014). Eโ€‘Public Relations: Impact and Efficiency. A Case Study. Procediaโ€‰โ€”โ€‰Social and Behavioral Sciences, 141, 79โ€‰โ€“โ€‰84. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹6โ€‹/โ€‹Jโ€‹.โ€‹Sโ€‹Bโ€‹Sโ€‹Pโ€‹Rโ€‹Oโ€‹.โ€‹2โ€‹0โ€‹1โ€‹4โ€‹.โ€‹0โ€‹5โ€‹.โ€‹015
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11 Hall, R., & Deardorff, A. (2006). Lobbying as Legislative Subsidy. American Political Science Review, 100, 69โ€‰โ€”โ€‰84. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹7โ€‹/โ€‹Sโ€‹0โ€‹0โ€‹0โ€‹3โ€‹0โ€‹5โ€‹5โ€‹4โ€‹0โ€‹6โ€‹0โ€‹6โ€‹2โ€‹010
12 Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement. International Journal of Business Communication, 51, 183โ€‰โ€”โ€‰202. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹1โ€‹7โ€‹7โ€‹/โ€‹2โ€‹3โ€‹2โ€‹9โ€‹4โ€‹8โ€‹8โ€‹4โ€‹1โ€‹4โ€‹5โ€‹2โ€‹5โ€‹399
13 Coombs, W. (2015). The value of comยญmuยญnicยญaยญtion durยญing a crisis: Insights from straยญtegic comยญmuยญnicยญaยญtion research. Business Horizons, 58, 141โ€‰โ€“โ€‰148. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹0โ€‹1โ€‹6โ€‹/โ€‹Jโ€‹.โ€‹Bโ€‹Uโ€‹Sโ€‹Hโ€‹Oโ€‹Rโ€‹.โ€‹2โ€‹0โ€‹1โ€‹4โ€‹.โ€‹1โ€‹0โ€‹.โ€‹003
14 Batra, R., & Keller, K. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80, 122โ€‰โ€”โ€‰145. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹5โ€‹0โ€‹9โ€‹/โ€‹jโ€‹mโ€‹.โ€‹1โ€‹5โ€‹.โ€‹0โ€‹419
15 Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205โ€‰โ€“โ€‰242. https://โ€‹doiโ€‹.org/โ€‹1โ€‹0โ€‹.โ€‹1โ€‹2โ€‹0โ€‹7โ€‹/โ€‹Sโ€‹1โ€‹5โ€‹3โ€‹2โ€‹7โ€‹5โ€‹4โ€‹Xโ€‹Jโ€‹Pโ€‹Rโ€‹Rโ€‹1โ€‹1โ€‹0โ€‹3โ€‹_02
Jerry Silfwer
Jerry Silfwerhttps://doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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