How to Define “PR” in 2016

By Rachel Kerstetter, PR Architect, Sonnhalter

1093_4521315Sometimes I get scared that others in the industry don’t know what PR actually is or stands for. The textbook definition of PR is simply put as Public Relations, the way that you communicate (relate) with your audiences (publics).

For 2016, I challenge you to think of PR differently than ever before. Banish words like “spin” or “promote” and instead think about PR as Performance, then Recognition.

Meaning, your organization needs to perform, do something, before seeking recognition or media coverage. The articles that practitioners like myself get for your company is called earned media, the “earned” part is very important. PR Pros can help you identify recognition-worthy aspects of your company, but we can’t create it for you out of thin air.

As you go about your business this year think about the cool things your company does, such as launching a product, breaking a world record or being the first to provide a service that adds value, and recognize that these are opportunities to communicate with your audiences.

PR is more than just getting headlines, it’s telling the stories of your company. Make 2016 a year of action stories for your public relations team to tell. Doing this will help you build your organization’s credibility in 2016.

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