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Press or public relations?
In many cases, a combined approach can be most effective, using press relations to increase media visibility while employing public relations strategies to build deeper and more diverse engagement with all relevant audiences.
Understanding the difference between these two strategies, and when to use each, can play a critical role in your company's communications success. Whether you choose to focus on press relations or public relations, the key is to stay consistent with your brand objectives and ensure skillful management of your reputation and visibility.
Understanding the difference :
Press relations versus public relations
Press relations mainly involve managing interactions with journalists and the media. The aim is to promote your brand, products or services through articles, reports and mentions in the media.
Press relations aim to influence opinion leaders, including journalists and influencers, in order to create a positive image and generate public interest in your company.Public relations, on the other hand, covers a broader spectrum. It aims to build and maintain a good relationship between your company and its various publics, not just the media. This includes customers, employees, shareholders, suppliers and even public authorities.
PR uses a variety of channels and techniques, including events, social media, and sponsorship initiatives to communicate the brand's story and reinforce its image with all these groups.Targets:
Press relations specifically targets the media and aims to obtain media coverage, whereas public relations has a wider target audience and seeks to directly or indirectly influence several interest groups.
Tools and techniques :
Press relations often focus on press releases, press kits and direct interaction with journalists. Public relations, on the other hand, can include a more diverse range of activities such as event organisation, sponsorship, crisis communication and engagement on social networks.