In today’s world, more and more business owners are realizing that a cutting-edge, customized public relations campaign can take their company’s conversion rates from good to great. PR can also generate numerous other positive outcomes on a business, some of which include more industry influence and the development of long-standing brand ambassadors.

If you’re interested in harnessing PR as a tool through which you expedite and optimize your company’s growth, now is the time to learn more about this field. Read this beginner’s guide to PR to obtain more information about this sector:

What Is Public Relations?

Although defined diversely, public relations is basically a set of communications activities performed by trained specialists for the purpose of enhancing a company’s level of visibility. PR efforts are important because they shape the public’s perception of a brand. PR work helps business owners attain or maintain a positive public image.

To gain a clearer understanding of PR, consider the discrepancies between a public relations professional and journalist. The PR professional’s role is to provide people with information or news about a person, event, issue, mission, or product. While the PR rep initiates a story, the journalist conveys this story to the general public. This means that the journalist is essentially a conduit through whom the PR publicist conveys a message to the public.

PR Methods

There are multiple methods that a PR specialist will deploy to complete work-related processes with excellence and experience. One is holding town hall meetings and press conferences. These PR modalities are used to let the public know what is happening with a specific brand or business.

Some of the other communication tools PR specialists might use include pitch letters, press releases, and fact sheets. Additionally, the PR rep might write blog posts, speeches, or letters to the editor. She or he might also write a guest column in a national or local publication such as a newspaper. In some cases, a PR professional might schedule book appearances on national or local TV talk shows.

Another PR modality that is used to help business owners build their brands is multimedia campaigns. This type of campaign could include the use of blogs, charts, video clips, and accumulated photos. The PR professional might also use platforms like Instagram, Twitter, and Facebook to get the message out in an engaging, expedient manner.

Optimizing Engagement

As many PR experts know, engagement is central to an effective, expedient public relations campaign. Although defined broadly, engagement is basically the process of getting prospects and current clients actively involved in key business-building processes such as conversion or sharing the brand with individuals in their social networks.

Engagement is powerful because it builds a community around your brand and can also function as the springboard for the development and maintenance of authentic, meaningful relationships between the business and its customers. With these realities in mind, PR professionals deploy multiple strategies to optimize engagement. Some of them include:

Target Market Research

One of the best ways for PR professionals to optimize engagement is by knowing who they’re talking to. This is why target market research remains an integral, inalienable component of effective PR. The research work empowers the PR team to gain key psychographic, geographic, and demographic data regarding the client’s primary audience.

Gaining this information enables the PR professionals to determine the best approach for communicating with the business owner’s unique public. For example, if the PR team learns that the majority of the target market are into online shopping, the development of a mobile-friendly, highly functional website with virtual shopping carts would likely be prudent and profitable.

Social Media Optimization (SMO)

Social media remains an incredibly effective way to build a community around a brand while simultaneously communicating with the audience in an immediate, engaging manner.

Some of the channels that PR professionals utilize to communicate with the business owner’s target market include:

• Twitter
• Facebook
• Google+
• LinkedIn
• Instagram

User-Generated Content

Another strategy that PR reps deploy to optimize the audience’s engagement with their brand is user-generated content. User-generated content is content created by consumers, media professionals, or anyone who has tried the business owner’s product or service. The efficacy of user-generated content is that it can function as word-of-mouth advertising.

For example, if someone publishes a positive online review for your brand by stating that your coffee products are delicious and energizing, other individuals are more likely to believe in the credibility of the brand. This is why encouraging your satisfied customers to leave online reviews is important and empowering.


Business owners who are ready to make their organizations more profitable, powerful, and progressive should know that obtaining excellent PR strategies can help them realize the goal. Review the information found in this quick reference guide to determine whether obtaining PR services would be appropriate and ideal for your organization!

Ronn Torossian is a public relations leader with over 20 years of experience