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What Does A Public Relations Agency Do?

PR agencies, as opposed to advertising agencies, promote companies or individuals via editorial coverage.  This is known as "earned" or "free" media -- stories appearing on websites, newspapers, magazines and TV programs -- as compared to "paid media" or advertisements.

PR agencies in India and advertising agencies share the same goals:  promoting clients and making them seem as successful, honest, important, exciting or relevant as possible.  But the paths to creating awareness are vastly different.  Most people understand advertising is paid for by the client and should be viewed with skepticism.  Articles or TV appearances in respected publications have the advantage of third-party validation and are generally viewed more favorably.

The Public Relations Society of America defines the management of public relations as:

"Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.

Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.

Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; 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."

That's a good overview of the general functions of a public relations agency.  The tactics include some or all of the following:

Write and distribute press releases

Speech writing

Write pitches (less formal than press releases) about a firm and send them directly to journalists

Create and execute special events designed for public outreach and media relations

Conduct market research on the firm or the firm's messaging

Expansion of business contacts via personal networking or attendance and sponsoring at events

Copy writing and blogging for the web (internal or external sites)

Crisis public relations strategies

Social media promotions and responses to negative opinions online

Firms and individuals should hire a public relations agency when they want to protect, enhance or build their reputations through the media.  A good agency or PR practitioner can analyze the organization, find the positive messages and translate those messages into positive media stories.  When the news is bad, an agency can formulate the best response and mitigate the damage.

“A good agency is a strategic partner who helps clients successfully talk to and with their audiences,” says Bob Gold of Bob Gold & Associates of Redondo Beach, CA . “An agency is a good listener to the marketplace and knows what conversation starters will work, but also what just might catch fire. How well can your agency push back on ideas without offending? And are they an innovative partner, or a bunch of “yes men and women?”

Gold advises clients to look for the best cultural fit. “Can your agency find and “ get” your voice?  And do they lead the conversation, like a good dinner partner or are they too busy gathering clips?”

Effective publicists have great relationships with many different journalists in many different industries.  Many PR pros are former journalists, so they know the best ways to pitch a story and to reach editors and reporters.  Since they are not employees of the firm that hires them, they can give an honest, outsider view of the firm and the potential for what story ideas will work.

The relationship between client and agency should not be passive.  Clients should inform the agency what messages they would like to promote and make suggestions on where they would like to appear.  Very few stories make the front page of the New York Times, but with a media atmosphere that includes blogs, websites, TV shows, magazines and other media that evolves every day, a good PR agency will help clients increase their visibility via increased recognition on as many respected editorial platforms as possible.  Long term, public relations can be an investment in the brand and the visibility of a firm or individual that results in increased recognition and reputation.

Source: Forbes

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Role of PR Agency

Public relations agency sounds like maintaining the relations of the client with the public. It is true. But it is one part of its work. They have professionals with the skillset of digital marketing, effective communication & technical studies, news media & many more.

The base part of a vast concept called Public Relations.

They work as social media marketing company. PR’s clients don't stick to the phone like us, they have other scheduled work to do. Public relation agencies in India handle the social media accounts of their clients too. They post, tweets, announce and respond to their client's audience. They are good at dealing with negative comments, trollers and blogs & media who showcase a bad image of their client. Example - If there is an article saying false information by any other digital media then public relations act as saviour & communicate & takes strict action against such behaviour.

Public relations promote their clients work through exhibition, events and other activities. Example - The sponsorship of any brands with the events is done by PR.

Public relations primary objective is to serve the clients’ goals. They plan, strategies and create a model so that they can pitch to journalists/ bloggers/ news site to create content. The content is basically in the form of news articles, blogs, press release, announcements, etc.

They schedule meetings, interviews, create presentations with other media. Basically, keeps a tab on their clients work plans.

They maintain healthy relations with the media and take follow back and build & sustain the relationship for future work.

Source:Quora