Submitted by: Vivek Kaushik

Public Relations is a kind of marketing but unlike advertising, it is not a paid form of advertising. It is a very subtle way of communicating the message of the clients to a discerning public. So PR professionals must be very skilled and efficient in handling their task because the reputation of an important person or of the stakeholders of the company is at stake. Success in public relations reflects the success of your clients in achieving their objectives. To help your clients, you must develop the right skills, understand their requirements, deliver measurable results and become a trusted and respected adviser.

To get started, you need to be academically qualified in the subject of Public Relations. This is the foundation where you learn the intricacies of the PR sector and how the industry works. They will teach you how to draft a press release, newsletter, story ideas and pitch notes. They will also teach you how to pitch a story in the media. Read as many newspapers as you can so that you have a comprehensive idea about all financial, mainline and regional dailies. There are many PR companies in Delhi where you can start working as a trainee if you are fresh out of college.

Once you start working, build a base of clients that recognize the value of public relations. A professional client will always understand your contribution and provide you with the budget and the information which you will require to do the job effectively. Let your clients know the contribution they have to make to the success of a campaign. Provide clients with measurable results to demonstrate the success of your campaigns. Clients have to justify their expenditure on public relations to their board; giving them measurable results provides a basis for proving return on investment.

Build a network of good contacts in the media and provide them with a reliable service. Journalists prefer to work with public relations professionals who respect their publication deadlines and do not waste their time on stories that are not important. Good media contacts prove valuable when you have an important story to get across.

Look out for other Media agencies in Delhi that complement your services. See if you can offer your services by collaborating with them. By offering public relations as part of an integrated marketing communications program can open opportunities with larger high-profile clients which will also give mileage to your organization.

If you want to reach large audiences as inexpensively as possible, public relations is the way to go. Public relations includes the creation and distribution of information, primarily in the form of stories, published or broadcast by mass media such as newspapers, magazines, television and radio. Because the media do not charge for publishing these articles, but consider them valuable for their readers, PR has the power to reach millions of people for very little money, generating many valuable sales leads.

You must also be cautious when dealing with media outlets. Being overconfident or overly aggressive in trying to place stories with the news media can have damaging results. It is a lot easier to lose goodwill than to gain it back. The safest position is to understand what you are doing, work hard to accomplish predetermined and realistic goals, be courteous and respectful when dealing with your media contacts, and expect some disappointments along the way. After all, hard as you may try, the results of your public and news media relations initiatives are never predictable. But if planned and implemented correctly, the benefits are enormous. Chapter 2 explains how to determine what you really want to accomplish.

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Source:

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