Public relations management
Our expertise in public relations involves creating and maintaining a positive company image. We develop PR strategies that are based on analysis, the organization's unique goals and values. Then we actively implement these strategies, using innovative methods of influencing various stakeholder groups.
Our image management skills enable us to monitor, respond and maintain the integrity of the company's image so that it always reflects the organization's mission and goals. We prepare professional, well-thought-out press releases that are clear, attract the attention of the media and recipients, and at the same time remain consistent with the brand's identity.
We coordinate PR activities, not only in the field of traditional media, but also in the area of social media, engaging in extensive communication campaigns, consistently presenting the company's values and philosophy to build trust and loyalty among various social groups and customers. Our skills also include reactive actions, quick adaptation to changes and effective crisis management to protect the reputation and positive perception of the brand.
PR ≠ marketing
Public Relations (PR) differs from marketing mainly through the goals and recipients of its activities. While marketing mainly focuses on promoting and selling products or services, PR focuses on building long-term relationships and trust through effective communication with various stakeholder groups.
Here are the key differences:
Objectives of activities:
PR: Focuses on shaping the brand image, reputation and relationships with various stakeholder groups, such as the media, local communities, investors and others, by building trust and positive perception of the organization.
Marketing: The main goal is to generate sales by promoting products/services, paying attention to the customer and his needs.
Recipients of activities:
PR: Addresses its messages to a wide range of audiences, such as the media, local community, external and internal stakeholders, in order to build relationships and trust.
Marketing: Directed primarily at customers or potential buyers, with the goal of directly influencing purchasing decisions.
Operating methods:
PR: It is based on building image and reputation through effective communication, media activities, events, sponsorship, media and social media relations, and crisis management.
Marketing: Uses the tools of advertising, promotion, pricing strategy, and distribution to reach customers and increase sales.
Even though PR and marketing often use similar tools and sometimes their activities overlap, their main goals and approaches are different. PR is a more long-term approach that builds relationships and trust, while marketing focuses on direct sales activities. Both areas are important to the organization, but their goals and strategies differ.
PR ≠ content marketing
Public relations (PR) and content marketing differ in goals, although both use different communication channels, especially in the age of the Internet, where the value of content is crucial. Content marketing creates content that engages audiences, while PR builds the company's image through trust and relationships with stakeholders.
Here are the key differences:
Objectives of activities:
PR: The main goal is to build the organization's long-term image by building relationships and trust with various stakeholder groups, without focusing directly on sales.
Content marketing: The priority goal is to reach potential customers through educational content designed to interest recipients, which ultimately promotes product sales.
Recipients of activities:
PR: Addresses its messages to various stakeholders, such as the media, local community, investors, striving to build relationships and reputation.
Content marketing: It is aimed at potential customers, with the actual goal of influencing purchasing decisions.
Operating methods:
PR: It is based on communication, media activities, crisis management, media relations, sponsoring events and building the image of the organization.
Content marketing: Uses tools such as content creation, educational campaigns, SEO, and publishing strategies to reach customers.
Even though PR and content marketing use similar tools, their main goals and strategies differ significantly. PR emphasizes building the organization's long-term image by building relationships and reputation, while content marketing focuses on sales by creating educational content. Both areas are crucial for the organization, but their goals and priorities differ significantly.
The essence of public relations
The essence of public relations (PR) is a broadly understood communication practice that focuses on building relationships and understanding between an organization and its various stakeholder groups, such as customers, employees, local communities, media, investors, and other institutions. The essence of PR is managing the company's image and reputation through effective communication, building trust and understanding, as well as creating a positive dialogue with the environment.
PR ≠ advertising
Public Relations (PR) and advertising are fundamentally different in terms of their goals and tools, despite the use of similar communication messages. PR focuses on building an image by building relationships with stakeholders, while advertising focuses on providing information and increasing sales.
Here are the key differences:
Objectives of activities:
PR: The main goal of PR is to build reputation and trust by creating and maintaining relationships with various stakeholders such as the media, local communities, investors and employees.
Advertising: Advertising focuses on promoting products, services or brands by conveying specific information in order to increase sales.
Recipients of activities:
PR: It is addressed to various stakeholder groups, such as the media, local community, investors, striving to build relationships and reputation.
Advertising: Advertising is aimed primarily at customers and potential buyers, with the goal of directly influencing their purchasing decisions.
Control over the message:
PR: It is based on relationships and trust, where the sender has limited control over the message, and its credibility is based on relationships.
Advertising: The sender has full control over the message because it is a paid form of communication that allows the message to be directed to specific recipients.
Both forms of communication - PR and advertising - use informational or persuasive messages. Despite the similarities in the messages used, their primary goals and the way of reaching the recipients are fundamentally different. PR focuses on building long-term relationships and image, while advertising focuses on immediately increasing sales through the controlled transmission of information.
Corporate values
Defining corporate values is the foundation of communication activities. It includes the identification of the company's mission, vision and ethical standards, which are the foundation of the organizational culture and reflect its involvement in the community, which is important in building trust among employees and external stakeholders.
Corporate communications
This area of PR includes planned, systematic external communication of the organization. It supports building a positive company image through effective communication with customers, suppliers, business partners and the local community. It also includes marketing activities, investor relations and creating corporate social responsibility.
Public relations areas
Public Relations (PR) covers various areas of activity that support image building and effective communication of the organization with both internal and external stakeholders. These areas are an integral part of the PR strategy, which emphasizes building relationships, image management and effective communication in various contexts. Key areas of activities in Public Relations include corporate values, corporate communication, internal communication, crisis communication management, media relations and Brand PR. Each of these areas has its own goals and tools that help create a positive company image, build trust and effective communication with both external and internal stakeholder groups.
Internal communication
Activities in the area of internal communication focus on planned exchange of information and communication between the management board and the organization's employees. Efficient internal communication is crucial for building employee commitment, motivation, understanding organizational goals and shaping a coherent organizational culture.
Crisis management
This area focuses on planning and conducting communication activities in crisis situations. It aims to minimize damage to the company's image through effective communication management in difficult situations when the company may be exposed to potential threats to its reputation.
Media relations
This area is systematic communication with the media, which includes both building and maintaining relationships with journalists, editorial offices and other media. Effective communication with the media not only helps generate a positive image, but also enables the promotion and distribution of credible content related to the organization.
Brand PR
This area focuses on the precise use of PR tools to build the brand and increase its recognition. It includes both image-building strategies and building trust among customers through effective communication with them. This area is important in the process of building loyalty and positive brand perception.
Communication audit
A communication audit is a comprehensive examination of communication processes within the company, which assesses their effectiveness and indicates the strengths and weaknesses in internal communication. Based on his conclusions, further actions are taken to correct or strengthen good practices, which has a positive impact on the functioning of the company and its positive image.
Employee mailings
An employee newsletter is a type of e-mail sent within the company, informing employees about the most important events and changes in the organization. It contains relevant information that is useful to various departments and people in the company structure. Its popularity is due to the ability to adapt the content to the recipients and quickly reach important messages.
Public relations tools
Tools used in the area of public relations play a key role in building reputation, shaping the image of the organization and effective communication with various groups of recipients. Taking into account the diversity of communication activities, PR tools can be divided into two basic categories: internal PR tools that support activity within the organization, and external PR tools focused on relations with external stakeholders.
Corporate events
Company events are a key tool for internal communication, enabling direct contact between employees. These events play an important role in shaping the company's image and building relationships, both between the company and employees, and between the employees themselves. They can perform various functions - integration, communication or information.
Internal PR tools
Intranet
An intranet is a private computer network used for communication and sharing information within an organization. It is an online platform available only to company employees, enabling the sharing of documents, corporate information, event calendars, as well as collaboration on projects. Provides quick and easy access to important information for employees.
Podcast
Podcasts are an increasingly popular internal PR tool, enabling the transmission of audio content in the form of digital broadcasts. Internal podcasts may contain information about the latest events in the company, interviews with employees or leaders, as well as educational materials about new projects or achievements.
Videoconferencing
Videoconferencing is an excellent tool for companies that have teams working remotely or in multiple locations. They allow meetings, presentations, training and discussions to be conducted in real time using webcams, which enables better communication, interaction and involvement of all participants, despite the physical distance between them.
Visual identification of the company
Visual identification, also known as corporate identity, is a fundamental tool in shaping the company's image on the market. It focuses on creating a consistent brand representation through the use of symbols and standard behaviors that enable clear company recognition.
Media relations
Media relations are one of the most effective external communication tools used by companies and often entrusted to PR agencies. Although they may not seem to play a key role, they are in fact extremely important for the effectiveness of other communication activities.
Lobbying
Lobbying is an activity undertaken by a lobbying specialist who works for remuneration on behalf of a client (lobbying client). Lobbying aims to influence government and institutional decisions in favor of the client's interests.
External PR tools
Building an employer's image
Employer branding is the process of creating the image of a company as an attractive employer. This approach includes various activities, such as participation in job fairs, organizing competitions for employers, effective recruitment advertisements, etc. It is aimed at attracting and retaining the best employees and improving the image of the company as a place of work.
Crisis management
Crisis management is a comprehensive process of a company's preparation and response to difficult image situations. It includes the identification of potential threats, prevention strategies, regular training, and supervision of the communication situation. When a crisis occurs, it is crucial to act quickly and effectively to limit the damage and rebuild the damaged image.
