Business and Finance

The power of Public Relations – reaching the masses

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By Mavis Amankwah For many people, when you mention ‘PR’ there is an air of confusion. The use of PR (Public Relations) is often misunderstood or seen as a negative. Good PR however is invisible and influences perception subtly. What is PR? PR is about reinforcing your name/brand and reputation. It tells your audience about what you do, what you say and what others say about you. It is used to gain trust and understanding between you, your brand and your various stakeholders – whether that’s employees, customers, investors or the local community.PR is not just media. PR is not just about writing press releases. It can also include launches, events, public speaking opportunities, social corporate responsibility, seminars and networking. Benefits of PR

  • Good PR should be:
  • cost effective
  • convincing
  • immediate
  • simple
  • powerful

Being creative and appropriate to your business is more important than spending lots of money. If you’re considering starting a PR campaign to generate some publicity about you or your brand  consider these six simple strategic steps. Develop story ideas and angles. What is unique about your product or service? Establish your unique selling point (USP). Is it the fastest, tallest, smallest or the best?! Remember, a story helps customers understand what is good about your product or service. Action plan. Create a step by step plan to help you manage every part of your campaign. Research the media. Understand your target audience. Find out what magazines they buy, which websites they visit, what TV and radio they like. This will help you to develop a useful list of media contacts to approach. Prepare a media pack. Your media pack should include a press release, FAQs, images and background on the history of your company / product / service and any other information you think is relevant to your campaign. Contact the media. Once you’ve identified the relevant media outlets, contact them. Creating and maintaining good relationships is vital in media relations. Get the word out. Successful PR is about effectively engaging and sustaining your relationship with your audience. Good news stories and network, network, network! The last thing to remember is to enjoy it, creative PR should be fun! If you want to know more on how you can utlise PR to gain more publicity on TV, radio, online or in print, attend our masterclass on 29 September 2010 at the Old Town Hall in Stratford, London. contact Mavis Amankwah is the founder and Managing Director of Rich Visions, a marketing and communications agency and also specialises in Equality & Diversity issues. For more information about Mavis and Rich Visions, visit; or or

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