Public Relations has been defined as activities and policies used to create public interest in a person, idea, product, institution, or business establishment. Seems pretty straightforward, but have you tried to get the public’s attention lately? It’s hard enough just getting your teenage kids to pay attention, much less the PUBLIC!
What kind of PR do you think television's "WKRP In Cincinnati" created when GM Arthur Carlson dropped live turkeys out of a helicopter during a remote one Thanksgiving?
Done incorrectly, PR can be ineffective or at the very worst, it can backfire completely. First and foremost, the effort has to be genuine. If it doesn’t come from the heart, people are going to know it. Second, your activity has to be relevant to your customers. (A restaurant’s campaign to Save The Cockroach might not go over so well.) Third, it can’t seem to be self-serving in any way. This is where hiring an agency with a full-time PR expert with Master's credentials makes all the difference. And this is where both traditional media and internet-based social media are required today.
From the heart, relevant, and not blatantly self-serving. That's tricky.
This is where hiring a creative PR firm can make all the difference.