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What is PR? Professional and effective PR planning steps

#Professional #effective #planning #steps


Very few people can explain what PR is. If you are a construction engineer, IT staff or sales person, everyone knows your job function, but if it comes to PR, most of them are confusing.

To help you understand what PR is, the work and skills of a PR person, here’s what you need to know.

What is PR? What does PR mean?

PR (Public Relations) is work related to persuasion. You are trying to persuade people to buy your product, support your position, or recognize your accomplishments. In other words, PR is a strategic communicator aimed at building mutually beneficial relationships for businesses and customers.

PR people are storytellers. They create stories to advance their plans. PR can be used to protect, enhance or build a reputation through social media or social networks. A good PR worker analyzes the business, finds positive messages and turns those messages into positive ones. If there is bad news, they can give the best response and minimize the damage.

What is PR on Facebook?

As part of PR, PR on Facebook is to introduce products or businesses through images, messages … for the purpose of reaching potential customers via Facebook. From there, improve the reputation of the business and increase sales.

Put simply, PR on Facebook is to use Facebook as a tool for PR.

What is the difference between advertising and PR?

Control and no control

Advertising: Because you are paying, you have control over what goes into that ad or you can choose how it looks and sounds.

PR: You have no control over how the media presents information, if they decide to use your information. The media has no obligation to cover the event or publish your press release just because you want them to.

Expiry date

Ads: Because you pay for airtime or space, you can run your ads over and over again as long as your budget allows.

PR: A press release about a new product, a credible event, a press conference only once.

Wise consumer

Advertising: Consumers know when they’re reading an ad and realize that a company is trying to sell them a product.

PR: When someone reads an article about your product or watches the news of your event on TV, they are seeing something for which you don’t have to pay for advertising. The public views it differently from paid advertising because your information has third-party endorsement – information considered by the media to be of certain value.

Special event

Advertising: If your company sponsors an event, you won’t put up an advertisement to claim yourself as such a great company. This is where your PR department comes in.

PR: If you are sponsoring an event, you can send out a press release, the media can take over it and convey positive information.

Writing style

Advertising: Buy now! Call today! These are all things you can say in an ad. You should use those action words to motivate people to buy your product.

PR: You need to write everything in news form: who, what, where, when and why. Any commercial messages that appear will be edited.

What are the job descriptions of PR staff? (What is PR do?)

Understand what PR is, maybe you have understood what a PR person is doing. These are in detail as follows:

– Develop PR campaigns and media relations strategies;

– Collaborate with internal teams (eg Marketing) and maintain open communication with senior management;

– Editing and updating advertising materials and publications (advertising materials, videos, social media posts …);

– Prepare and distribute press releases;

– Organize PR events (eg opening day, press conference) and act as company spokesperson;

– Looking for cooperation, sponsorship and advertising opportunities;

Address inquiries from the media and other parties;

– Track media coverage and track industry trends;

– Prepare and submit PR reports;

– Managing PR issues;

What are the staff requirements for PR?

Bachelor of Journalism, PR, Marketing or related fields.

– Experience in handling a press conference.

Excellent written and verbal communication skills.

– The ability to advertise goods.

– Knowledge of consumer marketing.

– Ability to think creatively and strategically.

– The ability to conduct PR campaigns that deliver measurable results and meet goals.

Timeline, inquisitive, with excellent tracking and reporting skills.

– Understanding of social networks and experience working with bloggers.

– Project and budget management skills.

– Respond well to pressure with strict deadlines.

– Agility, enthusiasm.

What are the steps to create a PR campaign?

Set goals

It’s important to start with a big impact goal. What do you hope to achieve with your campaign? Do you want to reach new customers? Do you want to boost sales? Do you want to build positive relationships with the public? …

Learn about the audience

Before you choose to convey a PR message, you must know who you want to convey the message to. Take the time to learn about the personalities of the customers you want to reach. If you are targeting families, you can create a campaign that demonstrates family-friendly messages or explains why the brand is interested in how your product affects your loved ones. surname.

Choose the right platform

Once you have your goal in mind, you need to choose your preferred platform to convey your message to. For example, do your customers like TV or radio? A press release or a press conference? This information will help you strategize for everything else.


As mentioned in the PR section, speaking out about your message is not going to work as well. You need to insert it into a compelling story. You need unique ideas to make a positive impact on your business.

Write a special press release

Instead of writing a press release like a promotion, ie “Our new phones are out for sale,” write a strong news release: “A cell phone store hopes to compete with the Apple iPhone ”. Do you see the difference?

Select the right channels

There are thousands of media portals out there, so once you’ve finished writing a press release, the next step is to decide where PR is. This is the time when you need to do thorough research and find the communication portals that are best suited for your business. Telling a lifestyle story in a technical magazine is a pain.

Create good relationships with the media

Take care to maintain good relationships with journalists, even if you personally don’t like them. You never know when and where an opportunity might come, and the more journalists you have in your circles, the greater your chances of getting that opportunity.


Once your story is featured on any blog and you know about it, you can reach out to that blog and mail them to add your link to their blog.

Share on social networks

Just like blog links, you can also ask portals to share the articles they have written about your business or products in their media. If they have a large following on social media, why not take advantage of it? Even so, remember to ask them to share as soon as your post is published because things happen very quickly on social media.

Interact with your potential customers

When your press release starts driving you traffic on your websites and social media, you need to make sure that your audience won’t leave you. Collect their emails, get them to subscribe to the newsletter… You need your customers to keep coming back to you and for that, you need to interact with them in a meaningful way.

Above are the sharing of what is PR, what is PR on Facebook, requirements for PR staff as well as effective PR planning steps. Hopefully you will have more information about this exciting profession.

Huynh Tram

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