Not every company has an exclusive department for this, which reinforces the importance of hiring a public relations agency and a press office.
Although it can be confusing at times, the two have very different purposes. In this article, you will learn more about the work carried out in each case and also understand a little more about the importance of having an integrated communications service . Enjoy your reading!
What is a PR agency?
According to PRSA (Public Relations Society of America), public relations are defined as a communication strategy that builds a relationship of mutual benefits between institutions and their audiences.
The idea is for companies to be able to convey their message effectively, generating a positive perception of their brand, services and, sometimes, their employees. This gives the public a broader view of the organization and can demand that it respond to the service it offers or even its position on a given issue.
Therefore, a PR agency (as it is also known) is responsible for vp purchasing officer email lists defining strategies and executing communication projects with the aim of transmitting not only values, but also goals and actions of a company. To do this, it focuses on two audiences: external and internal.
And the press office?
Press offices also play a crucial role for companies. They are responsible for creating a link between the company that hires them and the media. It is worth remembering that not only companies, but also public institutions and even individuals can count on this service.
The objective of the consultancy is to work to achieve positive and reliable visibility in society for the person being advised. In other words, it helps to strengthen the image in the market.
Therefore, the advisor's duties include studying the client's history, their weaknesses and strengths, as well as the defining characteristics of their competitors. Using this information, the advisor verifies what has newsworthy potential and can generate media interest.
What type of service to choose?
The market offers both agencies specialized in public relations and consulting. The differentiation between them serves to meet the different market proposals, as you will see below!
Develop the communication plan
One of the responsibilities of the public relations agency is to prepare the communication plan for the company that hires it — that is, it is up to it to outline the actions that will form part of both internal and external communication.
The job requires not only dedication, but also dynamism, a keen critical sense and a lot of flexibility, since both internal and external issues need to be aligned with the company's values and objectives. In short, the PR will be responsible for aligning the company's entire communications sector.
Reworking the brand image
The press office is responsible for reworking the brand's image. For example, a company that is going through an image crisis needs press office services to reestablish the credibility and visibility of the business.
In addition to taking care of the institutional image , the advisor must be in contact with opinion makers, who can help him improve the acceptance of a new positioning in the market.
Manage crises
Public relations plays a crucial role in crisis management. The agency that provides this service needs to conduct an in-depth study of the company in order to anticipate potential problems that may arise along the way.
If something happens, the company will be ready to act and communicate efficiently and with quality with internal and external audiences. A poorly managed crisis can mean the end of a company or even a career.
Therefore, the presence of PR is essential. It will provide full support for the creation of a transparent, safe and ethical relationship with the media, helping to mitigate risks to a brand's image.
Generate spontaneous media
Spontaneous media coverage is when a media outlet presents your brand or company through a report or interview without you paying for it. This usually happens when there is something new or the company has professionals who are references in their areas of the market and can contribute to a story.
The press office , then, is responsible for this part, since among its activities is the act of writing press releases, which are press releases with information about some activity of the company or personal brand.
Why is integration between the public relations agency and the press office important?
The modern market is governed by complex issues that increasingly require strategies based on effective dialogue with internal and external audiences. When an image crisis is triggered, for example, the company's different communication sectors need to be aware of what to do.
In addition, they must communicate with the press in a standardized manner, providing press releases to the media, since the public generally demands this. Therefore, it is crucial that both the agency responsible for PR and the consultancy are aligned, with the best alternative being to hire a company that integrates the services.
Both services coming from a single partner help make your brand building and protection strategy more effective. In addition, the service provider’s professionals are trained to handle multiple channels and have more advanced communication skills, essential in the modern world.
Therefore, an organization or personal brand that aims to position its image strongly and communicate it effectively, ensuring greater recognition, needs an integrated service. An integrated public relations and press agency helps to optimize results, ensuring a holistic view of the organization.
