In this guide, we’ll explore public relations from a very basic starting point. We’ll explain what PR is, why companies should care about it, and the different forms it can take. We’ll build upon this knowledge in future guides to create high-quality PR strategies employed by the world’s top public relations firms.

What is Public Relations (PR)?

Public Relations, commonly known as PR, is the practice of managing and disseminating information from an organization to the public to shape perception and build a positive image. PR involves crafting compelling narratives and distributing them through various media channels to reach and influence a target audience. Unlike advertising, which involves paid placements, PR focuses on earned media—getting your story covered by journalists and news outlets because it is newsworthy.

Why Should Businesses Care About PR?

Businesses using Press Ranger generally focus on brand coverage via earned media or SEO (building backlinks, domain authority, etc.). but PR is essential for businesses for several reasons:

  1. Enhances Visibility: PR helps businesses get noticed by a broader audience, increasing brand awareness.
  2. Builds Credibility: Positive media coverage can enhance a company’s reputation and establish it as a trustworthy entity.
  3. Boosts SEO: Online mentions and backlinks from reputable news sites can improve a company’s search engine rankings.
  4. Cost-Effective Marketing: PR can be more cost-effective than traditional advertising and often provides a higher return on investment.
  5. Crisis Management: Effective PR can help manage and mitigate the impact of negative publicity.

Broad Strategies for Getting Good Press

Businesses use various strategies to gain positive media coverage:

  1. Press Releases: A well-crafted press release can announce significant events, product launches, or company milestones. It should be newsworthy, concise, and engaging. Press Ranger’s AI helps you draft press releases directly in the platform and our Wholesale press release distribution service can publish them directly to top tier publishers like Business Insider, MarketWatch, Yahoo Finance, Bloomberg, and more.
  2. Media Pitches: Personalized pitches to journalists can help secure coverage. This involves identifying the right journalist and crafting a story that appeals to them. You can find journalists to pitch in Press Ranger’s Journalist Database.
  3. Events and Sponsorships: Hosting events or sponsoring activities can attract media attention and provide opportunities for coverage.
  4. Content Creation: Creating high-quality content such as blog posts, whitepapers, and infographics can position a company as a thought leader in its industry.
  5. Influencer Collaborations: Partnering with influencers can amplify a company’s message and reach a larger audience. You can find influencers and key media targets directly in Press Ranger’s media database.