When introducing Osborn Communications as a public relations (PR) agency, it’s not unusual to find people looking slightly confused or misunderstanding what that means, writes Osborn communications specialist Rachel Adams.
“Oh, so it’s like an advertising agency then?”
“Well, similar, but it’s not quite the same thing.”
With many creative agencies offering a range of services that span across marketing, advertising and PR, it’s understandable that there’s often confusion about the type of services a dedicated PR agency might offer.
While both public relations and advertising aim to influence public opinion, PR focuses on building a positive reputation and managing relationships through earned media, while advertising uses paid channels to promote products or services directly. Check out our blog on the difference between PR and advertising for more information.
A PR agency specialises in managing and enhancing the public image and communications of businesses, organisations or individuals.
Its primary goal is to shape favourable perceptions and build strong relationships with various stakeholders, including customers, investors, employees and the media.
Here are the key services that a PR agency might typically specialise in:
Media relations: PR agencies cultivate and maintain relationships with journalists, editors and media outlets to secure positive coverage for their clients.
This involves pitching stories, arranging interviews and responding to media enquiries to ensure accurate and favourable representation.
Crisis management: In the event of negative publicity or unforeseen events, PR professionals develop and implement strategies to mitigate damage, manage the narrative and restore public trust.
It can be a big ask to give the responsibility of crafting an emergency media response to a company colleague in a crisis if this is not their area of expertise.
Experts in crisis communications are trained to write carefully crafted press statements that address concerns directly without saying things that are uncertain, speculative, blaming, dismissive, false or misleading. This can limit further damage to your company’s reputation.
Content creation: Crafting compelling content such as press releases, blog posts, newsletters and social media updates is a core function of any PR agency.
This content communicates key messages, promotes brand values and engages the target audience.
Hiring an experienced team to write your press releases ensures that your messaging is not only clear and engaging but also adheres to industry standards, increasing the likelihood of media pickup.
Event coordination: PR agencies can help with organising promotional events, product launches, press conferences and community outreach programmes to generate a buzz and foster direct engagement with the public and media.
By leveraging established relationships with media outlets, PR professionals can often help you achieve more coverage for your events than you would be able to alone.
Reputation management: Agencies can also provide support with monitoring public perception across different platforms and implementing strategies to enhance or repair a client’s reputation.
This includes managing online reviews, addressing misinformation and highlighting positive achievements.
At Osborn, one way we like to highlight our clients’ accomplishments is through award wins. Since autumn 2021 we have generated 147 finalist placings and 35 wins for a diverse range of companies and individuals.
How PR can benefit your business:
- Enhanced credibility and trust: Positive media coverage and thought leadership initiatives position your business as an authority in your industry, fostering trust among consumers and partners.
- Increased brand awareness: Strategic PR campaigns amplify your brand’s presence, making it more recognisable and accessible to a broader audience.
- Improved SEO and online visibility: Earned media placements and backlinks from reputable sources boost your website’s search engine rankings, driving organic traffic and potential leads.
- Effective crisis navigation: Proactive crisis management protects your brand’s integrity during challenging times, minimising potential losses and preserving stakeholder confidence.
- Stronger stakeholder relationships: Consistent and transparent communication nurtures positive relationships with customers, employees, investors and the community, leading to increased loyalty and support.
Engaging a PR agency provides your business with the expertise and resources necessary to navigate the complex landscape of public perception, ultimately contributing to sustained growth and success.
If you’d like support with building or improving your company’s reputation, we can help. Osborn’s clients benefit from our years of experience generating positive content for different audiences. Drop us a line to book in a chat.