What is strategic public relations and why do you need?

Many business people are still under the impression that the primary goal of public relations is to generate free publicity by pumping out a lot of press releases.

Any good PR professional will tell you that this concept is wrong and wrongheaded for two main reasons:

* PR is not free and has never been free. A company has to pay someone or some agency or a salary consistent charge to develop and implement an effective public relations program.

* PR is not and never has been advertising.

Perhaps the creation of a press and media, pick up can be misconstrued as free publicity - especially if you get few inches predictable column in a newspaper or trade publication.

What do you say you received a mention about the size of a small ad in your local newspaper. But it was not free and is not advertising.

And it is important to note, when it comes to strategic PR, that the generation of press releases and have them taken by the media is a low-ball elements of an effective PR program.

The strategic objective of an effective PR program is to manage a variety of public awareness and opinion of your organization and its management team.

PR is a targeted effort to gain and maintain positive relationships and continuing with the persons and institutions that affect your organization's specific sphere of existence.

Press releases are the least convincing element in this overall effort. Your customers know that other public and generated versions and did your best to convince the media to publish the information contained therein.

The primary goal of public relations

The primary objective of a solid, effective PR program is to positively influence public transport - many markets, regulators, analysts, journalists, publishers and many others. You want them to keep a positive impression of your organization and to follow its activities.

To achieve this objective it is necessary

* Cultivate positive relationships with the public.

* Ensure that the "news" about your organization that you are generating is a really interesting story that is worth covering.

* Ensure that the actions of your organization will generate positive responses from the public.

What you should look for in an effective public relations agency in society and in-house PR professional

* A strategic public relations firm focused on control of your positive reputation as seen by the public many.

* An effective public relations firm focused on the development of your organization as one that your audience wants to see.

* Do you want your public relations firm to position your organization with the public - including the press and analysts and the markets - as a society to look, work and buy. And when they do follow you, work with you and buy from you, find an organization that is interesting, ethical, robust and valuable.

And so they will think of you and talk about you.

And that's what strategic public relations is all .......