Public Relations Objectives

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What Public Relations Does

“Public rela­tions and mar­ket­ing both use rela­tion­ship-build­ing tech­niques, but their mis­sions and philo­sophies are fun­da­ment­ally dif­fer­ent.”
Source: Public Relations Review ²Broom, G., Lauzen, M., & Tucker, K. (1991). Public rela­tions and mar­ket­ing: Dividing the con­cep­tu­al domain and oper­a­tion­al turf. Public Relations Review, 17, 219 – 225. … Continue read­ing

Suppose you’re run­ning a busi­ness and wish to be top-of-mind and sell more products and ser­vices. The go-to option is to double down on mar­ket­ing to run ad cam­paigns, invest in SEM, or get into paid col­lab­or­a­tions with influencers.

To get star­ted, you devel­op a cre­at­ive concept and a mar­ket­ing strategy, which you pair up with copy­writ­ing and art dir­ec­tion to cre­ate your assets. After care­ful plan­ning, you place your media budget with third-party pub­lish­ers who can expose your mes­saging to poten­tial customers.

That’s mar­ket­ing!

However, there are lots of instances where the mar­ket­ing tool­box falls short:

Media Relations

(Sometimes referred to as “Press Office.”)

“Organizations’ media rela­tions activ­it­ies can influ­ence media con­tent and opin­ions, but suc­cess depends on more than just dis­trib­ut­ing news releases.”
Source: Public Relations Review ³Turk, J. (1985). Information sub­sidies and influ­ence. Public Relations Review, 11, 10 – 25. https://​doi​.org/​1​0​.​1​0​1​6​/​S​0​3​6​3​-​8​1​1​1​(​8​5​)​8​0​078 – 3

Some third-party pub­lish­ers don’t accept pay­ment because their live­li­hood depends on objectiv­ity. Journalists (and influ­en­cers with journ­al­ist­ic ambi­tions) fall into this cat­egory. Their unbiased approach makes them highly influential.

Obviously, you can­not send your mar­ket­ing assets to a journ­al­ist. They will refer you to their mar­ket­ing depart­ment and ask you to pay for an ad!

However, a PR pro­fes­sion­al under­stands how to cre­ate mater­i­al that a journ­al­ist (or an ambi­tious influ­en­cer) will want to fea­ture to their audi­ence.

Learn more: Media Relations

Corporate Communications

(Sometimes used inter­change­ably with “Communications” and “Inhouse PR” as a gen­er­al term.)

“Corporate com­mu­nic­a­tion is a new [editor’s note: pub­lished in 1996] and grow­ing dis­cip­line that focuses on com­mu­nic­a­tion with­in organ­iz­a­tions, relat­ing to man­age­ment, busi­ness, and organ­iz­a­tion­al aspects.”
Source: Management Communication Quarterly ⁴Argenti, P. (1996). Corporate Communication as a Discipline. Management Communication Quarterly, 10, 73 – 97. https://​doi​.org/​1​0​.​1​1​7​7​/​0​8​9​3​3​1​8​9​9​6​0​1​0​0​0​1​005

What if an organ­isa­tion depends not just on wheth­er people buy its products or ser­vices but also on what people think of your organ­isa­tion and how it con­ducts its busi­ness? What if people want to dis­cuss crit­ic­al top­ics with the organisation?

Unfortunately, pro­mot­ing your products and ser­vices to these people won’t cut it. However, pub­lic rela­tions has pro­fes­sion­al know-how in this area.

Learn more: Corporate Communications

Investor Relations (IR)

“Investor rela­tions officers sig­ni­fic­antly influ­ence cor­por­ate dis­clos­ures and play a cru­cial role in private com­mu­nic­a­tion between IROs, ana­lysts, and investors.”
Source: Journal of Accounting and Economics ⁵Brown, L., Call, A., Clement, M., & Sharp, N. (2019). Managing the nar­rat­ive: Investor rela­tions officers and cor­por­ate dis­clos­ure✰. Journal of Accounting and Economics. … Continue read­ing

In some organ­isa­tions, espe­cially large ones, there are vari­ous fin­an­cial stake­hold­ers. Shareholders, investors, fin­an­cial insti­tu­tions, etc. You can­not “do mar­ket­ing” towards these groups; their inform­a­tion­al needs dif­fer from those of poten­tial consumers. 

But with­in pub­lic rela­tions, we under­stand how to engage in two-way communication.

Learn more: Investor Relations (IR)

Digital PR

(Sometimes referred to as “Digital Communications,” “Online PR,” or “Online Communications.”)

“Online pub­lic rela­tions can enhance vis­ib­il­ity and build rela­tion­ships with the pub­lic, pro­mot­ing organ­iz­a­tions and products through dia­lo­gic com­mu­nic­a­tion.”
Source: Procedia – Social and Behavioral Sciences ⁶Petrovici, M. (2014). E‑Public Relations: Impact and Efficiency. A Case Study. Procedia – Social and Behavioral Sciences, 141, 79 – 84. https://​doi​.org/​1​0​.​1​0​1​6​/​J​.​S​B​S​P​R​O​.​2​0​1​4​.​0​5​.​015

Not all online traffic is paid for by ads. People search organ­ic­ally for inform­a­tion, know­ledge, inspir­a­tion, enter­tain­ment, etc. Some people even wish to be more than just cus­tom­ers — they want to be fans, fol­low­ers, and subscribers! 

And yes, pub­lic rela­tions is equipped to cater to the inform­a­tion­al needs of fin­an­cial stakeholders.

Learn more: Digital PR

Public Affairs (PA)

“Integrating cor­por­ate plan­ning and pub­lic affairs per­spect­ives is cru­cial for organ­iz­a­tions to effect­ively respond to envir­on­ment­al change and adapt to social and polit­ic­al tur­bu­lence.”
Source: Long Range Planning ⁷Post, J., Murray, E., Dickie, R., & Mahon, J. (1982). The pub­lic affairs func­tion in American cor­por­a­tions: Development and rela­tions with cor­por­ate plan­ning. Long Range Planning, 15, 12 – 21. … Continue read­ing

For some organ­isa­tions, it mat­ters what the gen­er­al pub­lic thinks about cer­tain issues. For an elec­tric car man­u­fac­turer, it mat­ters what people think of the elec­tri­fic­a­tion of soci­ety. Because in a demo­cracy, pub­lic opin­ion will ulti­mately shape pub­lic policy.

In pub­lic rela­tions, we have the skill set to nav­ig­ate and man­age pub­lic per­cep­tions and shape opin­ions long-term. While advert­ising can sup­port such endeav­ours, the driv­ing force is usu­ally pub­lic relations.

Learn more: Public Affairs (PA)

Lobbying

“Lobbying can be viewed as a form of legis­lat­ive sub­sidy, provid­ing policy inform­a­tion, polit­ic­al intel­li­gence, and legis­lat­ive labor to stra­tegic­ally selec­ted legis­lat­ors, assist­ing nat­ur­al allies in achiev­ing their object­ives.”
Source: American Political Science Review ⁸Hall, R., & Deardorff, A. (2006). Lobbying as Legislative Subsidy. American Political Science Review, 100, 69 – 84. https://​doi​.org/​1​0​.​1​0​1​7​/​S​0​0​0​3​0​5​5​4​0​6​0​6​2​010

At times, it’s a good idea to present your organ­isa­tion’s ideas dir­ectly to those in charge of mak­ing the decisions, like politi­cians, legis­lat­ors, ana­lysts, top­ic experts, etc. And these groups are rarely con­vinced by mar­ket­ing messages.

Learn more: Lobbying

Internal Communications (IC)

“Strengthening intern­al com­mu­nic­a­tion through vari­ous meth­ods, includ­ing face-to-face com­mu­nic­a­tion, can improve employ­ee engage­ment and build trust between man­age­ment and employ­ees.”
Source: International Journal of Business Communication ⁹Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement. International Journal of Business Communication, 51, 183 – 202. https://​doi​.org/​1​0​.​1​1​7​7​/​2​3​2​9​4​8​8​4​1​4​5​2​5​399

Most organ­isa­tions have employ­ees. Their opin­ions and atti­tudes towards the employ­er often decide wheth­er the organ­isa­tion will rise or fall. Aiming mar­ket­ing cam­paigns at them rarely resolves any issues. 

In pub­lic rela­tions, we have a long and proud tra­di­tion of improv­ing all types of com­mu­nic­a­tion with­in an organ­isa­tion. (It’s also a major field of aca­dem­ic research!)

Learn more: Internal Communications (IC)

Crisis Communications

(Sometimes referred to as “Crisis Management.”)

“Effective crisis com­mu­nic­a­tion strategies, tim­ing, and situ­ation­al factors can guide man­agers in achiev­ing desired out­comes and enhan­cing cor­por­ate repu­ta­tion dur­ing crises.”
Source: Business Horizons ¹⁰Coombs, W. (2015). The value of com­mu­nic­a­tion dur­ing a crisis: Insights from stra­tegic com­mu­nic­a­tion research. Business Horizons, 58, 141 – 148. https://​doi​.org/​1​0​.​1​0​1​6​/​J​.​B​U​S​H​O​R​.​2​0​1​4​.​1​0​.​003

Sometimes, things go wrong. In such situ­ations, paus­ing all mar­ket­ing cam­paigns is often a good idea. No one wants to see an ad for your busi­ness when people suf­fer or have got­ten hurt. 

We have developed a tried-and-tested tool­box in pub­lic rela­tions to assist organ­isa­tions in deal­ing with extremely chal­len­ging scenarios.

Learn more: Crisis Communications

Marketing PR

(Sometimes referred to as “Marketing Communications.”)

“Integrating mar­ket­ing com­mu­nic­a­tions across tra­di­tion­al and new media can improve the effect­ive­ness and effi­ciency of mar­ket­ing pro­grams.”
Source: Journal of Marketing ¹¹Batra, R., & Keller, K. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80, 122 – 145. https://​doi​.org/​1​0​.​1​5​0​9​/​j​m​.​1​5​.​0​419

Journalists and influ­en­cers are some­times inter­ested in con­sumer offer­ings, too. Not only are poten­tial cus­tom­ers inter­ested in learn­ing about new products or ser­vices — journ­al­ists might be curi­ous, too. This often hap­pens when there are big launches or sig­ni­fic­ant tech­no­lo­gic­al advancements. 

This is where mar­ket­ing and pub­lic rela­tions “cross swords.” While mar­ket­ing will use paid cam­paigns to push products or ser­vices, pub­lic rela­tions will pitch those products or ser­vices to journ­al­ists (and influ­en­cers with journ­al­ist­ic ambitions).

Learn more: Marketing PR

Industry PR (B2B)

(Sometimes referred to as “B2B PR,” “B2B Communications,” or with more spe­cificity, like “Tech PR,” “Telecom PR”, “Medical PR,” etc.) 

“Contemporary pub­lic rela­tions for B2B involves 7 dis­tinct types of fram­ing: situ­ations, attrib­utes, choices, actions, issues, respons­ib­il­ity, and news.”
Source: Journal of Public Relations Research ¹²Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205 – 242. https://​doi​.org/​1​0​.​1​2​0​7​/​S​1​5​3​2​7​5​4​X​J​P​R​R​1​1​0​3​_02

In many indus­tries, organ­isa­tions sell products and ser­vices to oth­er com­pan­ies. Marketing can be import­ant, espe­cially if there are thou­sands of poten­tial cus­tom­ers. However, many niches are small and depend­ent on per­son­al relationships.

Also, many organ­isa­tions depend on func­tion­al rela­tion­ships with vendors, dis­trib­ut­ors, part­ners, sup­pli­ers, etc. Public rela­tions is the way to com­mu­nic­ate with these organisations.

Learn more: Industry PR (B2B)

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All of the above types of pub­lic rela­tions can be found in the stake­hold­er mod­el.

As you can see, a lot of com­mu­nic­a­tion has to occur for most organ­isa­tions — besides mar­ket­ing. Marketing is a great tool, but pub­lic rela­tions is some­times the only way.

And, finally:

Why do most people know what mar­ket­ing does — when the same thing can­not be said for pub­lic relations?

Marketing is big money. Marketing gen­er­ates sales dir­ectly, which makes it a pri­or­ity for many organ­isa­tions. While media place­ments are expens­ive and require budgets expo­nen­tially lar­ger than any budgets spent on com­mu­nic­a­tions, advert­ising expos­ure is also guaranteed.

“Public rela­tions budgets and resources are often less well-defined and less accep­ted than mar­ket­ing budgets and resources, but both dis­cip­lines con­trib­ute to the bot­tom line.”
Source: Public Relations for Marketing Professionals ¹³Haywood, R. (1998). Public rela­tions budget and resources. Public Relations for Marketing Professionals, 83 – 96. https://​doi​.org/​1​0​.​1​0​0​7​/​978 – 1‑349 – 14365-8_5

Learn more: What Public Relations Does

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