PRO PR CONFERENCE’s Post

UNDERSTANDING PUBLIC RELATIONS AS THE WORLD CELEBRATES! Yesterday was World Public Relations Day - WPRD! As a Proud practitioner of this noble profession for about Two and Half Decades and still counting, let me use the opportunity of the global celebration to educate my friends and others about Public Relations! Years ago, I was part of a budget review meeting in a group where I spotted PR as a cost. To the person who prepared the budget, all expenses that cannot be expressly explained represents PR. I used the opportunity to explain why such is not and cannot be termed PR. I have also worked with a marketing manager who said he didn't understand what public relations represents until our working relationships. ▪︎ Public Relations is not the inducement you give to have your way. ▪︎ Public Relations is not appreciation for work done. ▪︎ Public Relations is not protocol. ▪︎ Public Relations is not about distorting the truth or manipulating information to deceive the public. ▪︎ Public Relations is not about buying space or airtime to promote a product or service. ▪︎ Public Relations is not directly about selling products or services. ▪︎ Public Relations is not about gimmicks or stunts without strategic value. ▪︎ Public Relations is not media relations, it is broader, wider and deeper. ▪︎ Public Relations is not just about speaking English WHAT THEN IS PUBLIC RELATIONS? ■ Public Relations involves managing and disseminating information from an organization to the public to shape public perception and maintain a positive image. ■ Public Relations focuses on building and maintaining relationships between an organization and its various publics. ■ Public Relations aims for ethical and transparent communication, and not lies and distortion. ■ Public Relations professionals handle and mitigate crises to protect and restore an organization’s reputation ■ Public Relations involves creative tactics to gain attention, build and sustain brands awareness. ■ Public Relations involves organising events that promote organization’s brand and foster good relations with stakeholders. ■ Public Relations involve interacting with journalists, crafting press releases, and organizing press conferences to get favorable media coverage. ■Public Relations involves managing an organization's social media presence to engage with the public and promote the organization's message. ■ Public Relations aims to create a favorable environment that can indirectly support sales efforts. ■ Public Relations focuses on managing the overall image and relationships of the organization, it is broader than marketing but provide support for it.

About Public Relations _The formal practice of what is now commonly referred to as “public relations” dates to the early 20th century. Since that time, public relations has been defined in myriad ways, the definition often evolving alongside public relations’ changing roles and advances in technology. The earliest definitions emphasized press agentry and publicity, while more modern definitions incorporate the concepts of “engagement” and “relationship building.” In 1982, PRSA adopted the following definition: “Public relations helps an organization and its publics adapt mutually to each other.” A more modern definition of public relations was drafted several decades later, a definition that still stands today: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” PRSA _At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization. Public relations also encompasses the following: _Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization. _Counseling management at all levels in the organization with regard to policy decisions, courses of action and communications — including crisis communications — taking into account their public ramifications and the organization’s social or citizenship responsibilities. _Protecting the reputation of an organization. Researching, conducting and evaluating, on a continuing basis, programs of action and communications to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fundraising; employee, community or government relations; and other programs. _Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above. Overseeing the creation of content to drive customer engagement and generate leads. _Below are some of the disciplines/functions within PR: .Corporate Communications .Crisis Communications .Executive Communications .Internal Communications .Investor Relations Communications .Marketing Communications .Integrated Marketing/Integrated Marketing Communications .Media Relations .Content Creation .Events .Social Media .Multimedia .Reputation Management .Speechwriting .Brand Journalism

"How do you see the future of public relations?" Dario Gabric, Head of Corporate Communications Office at Erste&Steiermarkische Bank d.d., Croatia "There is one thing no one can omit when it comes to the future of PR. Given the rising presence of AI, which should not be only viewed as one more interesting PR tool in the row, further diversification of the comprehensive package of channels and tools that are at the experts’ disposal, rising number and higher relevance of the various stakeholders and target groups to be addressed, as well as a skyrocketing perspective of the economy of experience, the basic principles of the PR industry are to be respected more than ever before in the history. Namely, a well-grounded approach that takes into account various perspectives, knowledge, and other industries’ experience, aiming to create a comprehensive and the most objective picture to be communicated to respective (internal and external) stakeholders, should be positioned as an operational prerequisite of all well-reputed professionals willing to take part and work in the PR industry. Secondly, true and relevant information based on facts will remain as an essential point of difference within the industry, upon which it shall be possible to identify the experts, companies, and other entities that truly abide by the professional principles. Thirdly, the industry has already spread its wings across multiple channels and tools, causing the communication flow to circle without stopping. Therefore, continuous awareness of a steady, no-ending now, that comprises past, future, and present like only thinking itself does, puts pressure on PR professionals and industry to lean on lifelong learning. In the end, the future of PR implies even greater responsibility for every professional in the industry, often described as a pure “storytelling” procedure. However, even if the lack of such a definition is accepted for the purpose of simplification, one can easily say that only if the “story” follows and respects the basic (journalistic) principles, the potential misinterpretation of the “storytellers” as well as the role of the whole industry shall be avoided. The others' positive reputation, as a primary objective of any PR professional and conducted PR activities, should always have the number one principle - a long-lasting and sustainable reputation of the PR industry itself."

Having studied with great interest the concept of public relations, I would like to explain in simple terms what I understood. Hopefully, this will help anyone who is considering public relations as a career path but can't fully understand what it means. Generally, public relations (PR) refers to the way companies, organizations, or even individuals talk to the public and media. It's all about how they present themselves and manage how people see them. Imagine you have a friend who's really good at explaining things to others. They're like the PR person for themselves. They know exactly how to tell their story in a way that makes people interested and understanding. So, the basics of PR are like the toolkit your friend uses. It includes things like: 1. Knowing who you're talking to: Just like your friend knows who they're talking to, in PR, we figure out who we want to reach - customers, investors, reporters, etc. 2. Deciding what you want to achieve: Your friend might want to get people to come to their party or help them move. In PR, we set goals, like getting more people to know about a product or building trust in a company. 3. Having a clear message: Your friend knows exactly what they want to say to convince people to come to the party or help them move. In PR, we create clear and simple messages that explain what we're all about. 4. Choosing the right way to talk: Your friend might use text messages, calls, or social media to reach people. In PR, we pick the best ways to communicate, like social media, press releases, or events. 5. Getting the word out: Your friend might tell people about the party by posting online or telling friends. In PR, we work with the media and use other methods to spread the word about our company or cause. 6. Dealing with problems: Sometimes, things don't go as planned, like if it rains on the day of the party. Your friend would figure out a solution. In PR, we have plans in place to handle crises or bad news to protect our reputation. 7. Seeing if it worked: Your friend might count how many people show up to the party to see if their messages worked. In PR, we measure things like how many people saw our posts or what the media said about us. Well, this is just the surface of what public relations is about. There are certain strategies that must be adopted to achieve these known as "Communication Strategies" which will be discussed next. I would like to hear your opinion on the basic concept of public relation from your creative understanding. What do you think I should know further? #publicrelations #publicrelationinNigeria #publicrelationcommunity

Revolutionizing Public Relations: The Impact of Technology In the fast-paced realm of public relations (PR), technology has emerged as a game-changer, reshaping traditional practices and propelling the profession into uncharted territories. According to recent industry reports, over 80% of PR professionals believe that AI will fundamentally change the industry. At the forefront of this technological revolution stands AI, poised to disrupt and transform PR strategies like never before. As the founder of Wizikey, I've witnessed firsthand how our AI and tech capabilities are empowering PR professionals to achieve more with less, revolutionizing the way they strategize, research, write content, distribute information, analyze data, and report results. Moreover, in an era where attention spans are rapidly diminishing, the credibility fostered by PR becomes more crucial than ever. Recent studies indicate that the average human attention span has decreased to just eight seconds, shorter than that of a goldfish. With the proliferation of information channels and the rise of social media, consumers are inundated with content, making it increasingly challenging for PR messages to stand out. In this landscape, establishing trust and credibility through strategic communication has become paramount, driving the need for PR professionals to leverage technology to craft authentic, resonant narratives that cut through the noise and resonate with their target audiences. Read the full article written by Aakriti Bhargava, Co Founder of Wizikey (India) as part of Global Alliance Technology & Public Relations Month here: https://lnkd.in/gT8kEzWi

Will GenAI take over our jobs in Public Relations, Public Affairs, Strategic Communications, and Government Relations? Yesterday, Alyona Seth asked me how GenAI might impact roles in PR, Strategic Communications, Public Affairs, and Government Relations after she read my post on the difference between these highly specialised but overlapping streams of communications. It’s a great question—one that’s been on many minds lately. So here’s what I think. Our industry has always embraced technology, from the early days of email campaigns to advanced media tracking. GenAI is the next step in that evolution, and it certainly offers a boost in productivity. Need a press release drafted, sentiment analysed, or a policy document summarised? GenAI can handle it in minutes. Tasks that used to take up hours of our day are now streamlined. In PR, AI can suggest content optimised for engagement. In Strategic Communications, it can refine campaigns through audience behaviour analysis. In Government Relations, it can analyse mountains of policy papers and provide critical insights instantly. But there’s a significant catch when it comes to what AI can’t do. GenAI might be great at handling the mechanics, but what about writing content that carries a genuine point of view? Can it truly feel for you, or understand the nuance behind a carefully crafted narrative? In PR and Comms, it’s not just about putting words on a page—it’s about writing with insight, empathy, and a deep understanding of your audience. AI can generate text, but can it present a point of view that resonates on an emotional level? Not quite. The truth is, GenAI lacks the emotional quotient (EQ) and relationship quotient (RQ) that form the backbone of our work. It can’t understand the complexity of human relationships or the subtleties of timing when delivering a message. AI doesn’t feel the weight of a story or pick up on the unspoken dynamics in a boardroom. This is where we, as experts, come in. Will GenAI take over our jobs? Perhaps if we stick to old ways of doing things and don’t rise up to embracing its usage to optimise our work. But will it genuinely replace everything we do? No, because GenAI can’t feel. It can’t build trust or read the room, and it certainly can’t bring the human intuition that’s critical to navigating relationships, writing with conviction, or crafting narratives that truly resonate. So, while GenAI will change how we work and make us more efficient, it won’t replace the human element that makes our work in PR, Comms, Public Affairs, and Government Relations so impactful. The future is about leveraging GenAI to enhance our capabilities, not to replace them. In the end, technology will always need the human touch—because machines can’t replace the ability to feel. #GenAI #PublicRelations #StrategicCommunications #PublicAffairs #GovernmentRelations #AIInPR #AIAndComms #EQ #RQ #FutureOfWork #CommunicationsStrategy

🌟 Embracing the Power of Public Relations in Today’s Business Landscape 🌟 In the dynamic realm of Integrated Marketing Communications, understanding the pivotal role of Public Relations (PR) is more crucial than ever. PR isn’t just about managing perceptions; it’s a strategic communication process that builds mutually beneficial relationships between organizations and their publics. From enhancing corporate communications and managing reputations to steering product publicity and engaging in meaningful community relations, PR serves as the backbone of a robust marketing strategy. It’s not merely about getting noticed—it’s about telling compelling stories that resonate with your audience, thereby fostering a deeper connection. Why PR Matters: 1. Builds Trust: Through credible media placements, PR offers legitimacy that paid advertising can’t match. 2. Cost-Effective: Achieves significant market presence without the hefty price tag associated with traditional advertising. 3. Crisis Management: Prepares organizations to act swiftly and effectively, safeguarding their reputation during crises. 4. Community Engagement: Demonstrates social responsibility and builds goodwill by actively participating in community betterment. Tools & Techniques: • Engage through social media to maintain a direct connection with your audience. • Utilize press releases, media kits, and newsletters to consistently communicate your narrative. • Embrace the digital age by incorporating blogs and consumer-generated content to amplify your message. The Bottom Line: Public Relations is an indispensable part of achieving marketing excellence. It’s about being proactive, telling great stories, and, most importantly, building enduring relationships that pave the way for long-term success. As we navigate the complexities of today’s marketing landscape, let’s leverage the full spectrum of PR’s potential to grow our businesses, respond to crises, and genuinely connect with our audience. For more insights on the essential aspects of Public Relations, check out this enlightening article from Forbes: https://lnkd.in/esYCeZmW #PublicRelations #MarketingStrategy #BrandBuilding #marketing #mktg5519 Eli Yufest

"How do you see the future of public relations?" Robert Skunca, Managing Director - South East Europe (SEE) Region at Grayling, Croatia “Change is the only constant in life,” said the Greek philosopher Heraclitus. And that can’t be truer than in the public relations (PR) industry, where PR is constantly changing due to technological advancements, which are shaping audience behavior as well as redefining the media landscape. With this in mind, PR professionals will have to stay ahead of the curve to anticipate future trends that will shape the industry. At Grayling, we have identified several emerging trends and predictions for the future of public relations that can help PR practitioners navigate this evolving industry successfully. The first one is the need to connect with fragmented audiences. As the audiences continue to fragment and separate, making it ever harder to reach them, PR professionals should use advanced data to customize their approach to create engaging and shareable content that matches the motivations and interests of the audience. The second trend identified is the ‘digital hyperloop’, referring to the rapid change in technology and cultural trends that has made long-term planning incredibly difficult. Here, the focus is on ideas that people will connect with and be prepared to quickly pivot according to changing trends and the public mood. Thirdly, there is the need for internal communications. Namely, as employees are less driven by money and more by conditions, benefits, training, and values, this trend has placed significant responsibility on internal comms and challenged HR leaders to accommodate a wide range of needs across generations. The fourth trend is the AI evolution and its growing importance in PR and communications, noting the role of AI-powered writing tools such as ChatGPT, image applications like Midjourney, and many others. Finally, the last trend touches on the post-purpose world, where consumers are alert to purpose-washing tactics and can spot a brand's "say-do gap" from a distance. I believe the future of public relations is exciting and will be full of opportunities. Thanks to technological advancements, PR professionals have an opportunity to be creative, innovative, and impactful. However, to stay ahead of the curve they also have to be willing to learn, embrace innovation, and be agile which will ensure that they are prepared for the opportunities ahead."