The abbreviation PR stands for public relations and is the department of a company or person that has the responsibility of communicating with customers.
At present the term PR is used less frequently, since with the appearance of the internet the concept of communication has radically changed. Traditional public relations have other competitors who perform very similar functions: the figure of the community manager.
There is a simplified picture of what a PR is and it is usually associated with a conference hostess, someone who hands out brochures or welcomes the client. A professional in this sector actually has broader functions: corporate communication, social media management, advertising management, etc. At the same time, its tools are in the process of transformation. In this sense, PR has connections with the world of marketing and with social networks.
The specialists in this sector agree on the importance of dialogue with the client, which must be direct and in two directions (company-client and vice versa).
Five keys to PR
- The first element to consider could be summarized in an idea: you have to know what the customer wants. Not only the customer who already is, but the potential and, ultimately, knowing all the different profiles of possible consumers of a company.
- It is necessary to adapt to the needs of each client. It is not a useful strategy to treat everyone equally, since each client has particular circumstances and interests and it is necessary to know how to connect with them in an effective and decisive way.
- Communication is vital. The concept of communication is transversal, changing and has different levels. For this reason, the PR professional has to deal with all the diversity of communication in order for his message to be effective.
- In an open and plural market, the competitive spirit is decisive. You have to know the competition and try to overcome it in some way (with price, with a quality product or with good service).
- All PR strategies must be evaluated, so it is necessary to establish objective measurement systems. It is about evaluating what is done to try to improve it.
