| Public relations (PR) is one of many keys to successful | | | | factual, interesting, timely and newsworthy," Simms |
| business management. In addition to conveying value | | | | says. One not-so-glamorous aspect of PR work is the |
| to the public to include the media, PR entails managing | | | | issue of crisis management. According to Simms, a |
| internal and external messages, which may enhance | | | | crisis is, "any situation that threatens the integrity or |
| or diminish a brand. The following outlines how the | | | | reputation of a brand and its executive team." Issues |
| public relations piece fits into the big (marketing | | | | such as a legal dispute, theft, an accident or domestic |
| strategy) picture. | | | | conflict and natural or manmade disasters are crisis, |
| Big Picture Small Pieces | | | | which may devalue a brand or its image. Even how a |
| There is a comprehensive approach to owning and | | | | company acts or fails to respond appropriately to a |
| operating a business. Finance, accounting, | | | | situation can lead to crisis. Usually, a situation reaches |
| management, marketing, legal, information systems | | | | crisis status because of adverse or negative media |
| (technology), and economics are tools which all | | | | attention. For this reason, Simms notes that a good |
| contribute to the success of a venture. By far | | | | publicist will always create a standard crisis |
| however, marketing is the most popular business | | | | communication plan. "It is imperative that a crisis |
| function. | | | | communication plan, a crisis management team and a |
| Marketing Defined | | | | company spokesperson are all a part of a company's |
| The marketplace is comprised of buyers and sellers | | | | PR objectives," Simms advised. |
| who want or need a product. In order to bring exact or | | | | Through her Professional Public Relations (PPR 101) |
| prospective buyers together with the appropriate | | | | panel-oriented seminar, Simms collaborates with |
| sellers, companies must create a healthy marketing | | | | various entertainment media (print, online, TV, radio, |
| mix. | | | | bloggers, etc.) and PR professionals to help attendees |
| Marketing entails efforts used to create value in the | | | | understand how to garner national publicity as well as |
| marketplace and obtain a return for that value. The | | | | how to address crisis. After attending PPR 101, it is |
| core of marketing centers on four Ps: product (good | | | | immediately clear that publicity is not automatic. It is |
| or service), price, placement, and promotions. However, | | | | also clear that PR should be managed independently |
| consumers and business owners alike are most | | | | from all other marketing functions. Says Simms, "I have |
| familiar with three of five aspects of promotions (or | | | | to conduct countless behind-the-scenes conversations |
| marketing communications): advertising, public relations, | | | | and build relationships that lay the ground work required |
| and sales. | | | | to get a client's message to the public-especially the |
| All told, marketing campaigns should center on properly | | | | media. It is an ongoing labor-intensive process." |
| priced and placed products. Subsequently, all | | | | In addition to conducting research on a variety of |
| promotional efforts such as public relations should | | | | media outlets (for example, the 2009 Writer's Market |
| reinforce or support a company's short and long-term | | | | lists 3,500 publications in the U.S. and Canada who hire |
| goals by product. Balance between the creative | | | | journalists), publicists must repeatedly create or revise |
| aspects of marketing (cool, fun, compelling, engaging, | | | | content and pitch coverage concepts before, during |
| eye-catching, and trendy) and science (facts, figures | | | | and after news happens. Publicists must also remain in |
| and measurement controls) helps to ensure success. | | | | a constant state of prospecting, even while managing |
| PPR 101 | | | | a promotional event such as a celebrity red carpet, |
| Despite economic decline, there appears to be no lull in | | | | press junket, radio or TV interview. Idea or lead |
| demand for PR professionals or publicists. If anything, | | | | generation and high conversion of leads to preferred |
| demand is likely to increase. | | | | results is what gives each publicist their edge. |
| The primary role of a publicist is to manage public | | | | Today's global society, blogging communities and |
| affairs (relations) or external communications. In | | | | technology (iPhone and GPhone) keep publicists and |
| addition to keeping communication going between | | | | other marketing professionals on their toes. Easily |
| buyers and sellers, publicists build relationships on a | | | | out-numbered, the proven method for creating value |
| company's behalf; create and/or maintain a good | | | | through public relations is having a narrow message |
| corporate image and damage control negative publicity. | | | | and being able to execute a detailed marketing plan. |
| Glamorized for their ability or need to access high | | | | Perhaps the most important thing to note is that |
| profile, celebrity or exclusive events, being a publicist is | | | | consistency and integrity balanced with timing are vital. |
| hard work. In fact, it requires more work than most | | | | With enough lead time, a schedule, a reasonable |
| realize. | | | | budget and a detailed brand-driven marketing strategy, |
| Celebrity publicist and owner of Divadends | | | | which includes a solid communications plan, a publicist |
| Entertainment, ChiQ Simms, agrees that being a | | | | can build awareness, drive demand for a product and, |
| publicist is no easy task "As a publicist, it is my job to | | | | subsequently, increase sales. |
| 'earn' media coverage by supplying information that is | | | | |
