An introduction to public relations

Here at Mackenzie PR we never presume that new clients know exactly what we do and how we do it. As such, we’ve pulled together this quick and friendly guide to what public relations is and why it can work for you.

So what is public relations (PR)?

Essentially, PR is about communicating a client’s news, values and commentary to that client’s audiences. It’s about shouting from the rooftops about what you do, what you stand for and how you would like to be seen by your key stakeholders. 

The role of PR agencies and in-house PR teams is to act as the link between a client and its audience. A good PR (as PR professionals are known) will not only spread the word about you, they will help shape your message, target your audiences, develop your communication strategies and maximise your coverage.  

Who is the audience?

Everyone has a list of people or organisations that are important to them. Current clients, potential clients, investors and members of the public - how these people see you can be vital to the success of your business. They are your audience.

How is PR done?

On our services page you’ll see a comprehensive list of what we do. For the purposes of this handy guide, here’s a quick run down of some of the main methods PRs use to get the word out about their clients.

Media relations – If a PR is a client’s mouthpiece, then the media is one of the most important gatekeepers in reaching your multiple audiences. PRs work closely with journalists to make sure that they receive news, commentary and feature articles about clients in the way that they need it i.e. in a timely manner; detailing all the information they need in an accessible way; and provided in a format that is suitable for that particular media outlet whether press, broadcast or web-based.

Photography – PRs arrange for professional photographs to be taken to accompany client stories for use in the press, on websites and in publications. They also work regularly with picture desks in newspapers and magazines to help them come and take their own photos. After all, a picture tells a thousand words, which really helps the word count of your coverage!

Copywriting and publications – Being the wordsmiths that they are, PRs often lend their writing skills to produce copy (an industry term for ‘text’) for a number of mediums including websites, publications, award applications and radio scripts. 

Media training – A quote is never better than when it comes directly from the client. To help prepare their clients for speaking directly to the press, PRs can put them through media training that helps build their confidence and knowledge about how the media works and what they are looking for.

Internal communications – The people ‘in here’ are just as important as the people ‘out there’. Employees and internal stakeholders need to know what you are up to and also need the opportunity to communicate with each other. A PR team can help with this process as well as help you develop your own strategies for keeping everyone in the loop and making sure they are heard.

Events and stunts – A great way to raise your profile is with an event. You will usually find a PR at the heart of an event. From corporate balls, to exhibitions and festivals, they will be the one with the clip board, managing the event and coordinating the press coverage.

Does PR work?

When it is done properly, public relations helps your messages stand out. It opens up communications channels with your key audiences and develops those relationships, all the while positioning you in a positive light. Believe it or not, a positive image can only be created through honesty and transparency, and this is where PR comes in – to let the world know all about you and what is genuinely interesting about you.