For many years, publicity and public relations have traveled hand-in-hand. As communications technology has exploded in the recent decade, it may be time for the terms to part ways. In fact, in some circles, public relations professionals detest the idea of publicity. Why?
It’s Not Just About Buzz
When most people think about publicity, they think about a lot of buzz, whether it’s positive or negative. Unfortunately, much of that noise is often about nothing. Publicity, by nature, is about generating press and attention, and communicating strategically.
The reality for public relations professionals, however, is that to achieve business objectives, you need an entire arsenal of good communication strategies. You need to understand a wide variety of target audiences and what type of information they need. Delivering that is what drives results and success, not simply publicity noise.
It’s About Long-Term Relationships
Truly effective public relations will be a long-term effort focused on relationships. Relationships with the media, customers, suppliers, and other business partners are critical to understanding how public relations can guide information to and from the right people to facilitate knowledge and success across the board.
Publicity, on the other hand, often disregards relationships. It’s often seen as a push-and-shove-your-way to the front of the room or to the top of the page, regardless of whom you may be passing on the way. It tends to be short-sighted, not forward-looking.
It Needs to Be Genuine
Publicity is often a stand-alone tactic, a one-time effort to create a buzz or attention. It can even be associated with fake news or stretching the truth in order to get a click.
The last thing we want to be known for today is failing to be honest. A genuine effort to deliver true information that’s designed to help its audience is what’s embraced in the long run. In addition, once you develop a reputation for using click-bait headlines, it will be much harder to earn real attention from those who are most important to you.
It Should Be Strategically Integrated
Publicity often functions separately from overall marketing or business strategies. True public relations should be an integrated component of a company’s overall business strategy, as well as part of the marketing or communications plan.
Whether you’re looking for media relations, social media promotions, or event planning, all of those tactical programs should be supporting an overall strategy. In addition, they should have measurable results against the overall goals so that you can know what your return on investment looks like in the long run.
If you’re ready to talk about strategic public relations in Las Vegas, contact GYC Vegas. This PR company Las Vegas knows the difference between publicity and real public relations.