ROLE OF PUBLIC RELATIONS PROFESSIONAL
PR professionals are empowered with the role of creating a good image of your brand among your customers and stakeholders. They tell the story of your brand by adding an extra layer to the message received by the target audience through press releases, articles, press conferences, etc.
Here we have shared some points that explain the roles and responsibilities of every PR professional:
SHAPING THE MESSAGE
PR professionals shape the messages about your brand that they sent to the media outlets. They work closely with your brand and identify the key messages that your brand or event has to convey and build the news around it. They present this story in the form of press releases, articles, white papers and blog posts, helping in delivering your message to the target audience in detail.
BUILDING RELATIONSHIPS WITH JOURNALISTS
PR professionals spend a lot of time researching about journalists to build strong relationships with them. This helps them pitch stories about your brand in a way that matches their interests. Press releases that are fresh and come from a trusted source are easily recognized by journalists, earning a positive coverage for your brand.
CREATING MEDIA KITS
Another important role of PR professionals is creating a media kit or press kit. Media/Press kit is something that helps journalists understand the client and their brand. Media/Press kits are requested by journalists as a followup to the press release. Information about the company, photographs, recent press releases are some parts of the press kit.
ORGANIZING PRESS CONFERENCES
PR professionals are responsible for organizing press conferences whenever needed. They analyze the importance of the news and plan for the press conference accordingly. They understand that the media will be interested in a conference only when the brand has exclusive content to cover. So they pitch to the media in a way that all potential media outlets attend the conference.
MANAGING CRISIS AT TIMES
One bad news about your brand can completely ruin your brand image among the general public. PR professionals work towards preventing news that can ruin your brand image. Even when a piece of news that can damage your brand image breaks out, PR professionals respond quickly and proactively to prevent such news from spreading.
Thus PR professionals offer the complete set of services that can help build a positive story about your brand.