What is it?
It is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
Public Relations is how a company communicates with its consumers. It is communication in a strategic way and is beneficial for both parties. The aim often is to persuade the public, customers, investors, partners, employees, and other stakeholders to have a certain view about the company and its products. Common activities used under the public relations umbrella are speaking at conferences, winning industry awards, working with the press, employee communication, utilization of viral marketing and social media marketing.
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Analysis of PR:
1. Develop a Plan: Without a set plan, it is harder to connect with your customers. Think about it. If you were a little unstable and constantly changing your story, your friends would bail. This same concept can be applied to companies in PR. If your company does not have their story straight, the customer will run to your competitors. A stable plan will allow you to create and maintain stable relationships. Make sure you write out your objectives, the positioning you are after and the key messages you are trying to get across.
2. Step Out of Your Comfort Zone: As Asher Roth advises, Do Something Crazy. You don’t stand out unless you do something that catches the eyes of the public. If you want to take a more serious approach, keep in mind that the more bizarre PR campaigns get more attention.
3. Change the Perception, Not the Product: You want your customers to not only enjoy your products but to like the company as a whole. Allow the customer to change their perception of the product as time goes on; the different ways it can be beneficial for his/her life. Its easier to position the product that you’ve been offering for years in a new light than it is to re-create the product itself. This will also save plenty of time and money.
4. Start a Movement: Relating back to doing something crazy, think of what you can do to get noticed! If you copy what other companies are doing, even if they do their job well, you won’t stand out. So find that creativeness inside you and don’t give up until you have the results you’re looking for. The guy in the video below seems outrageous at first, but in the end when everyone joins him, he is the leader. The people watching are the ones missing out on the action! (the video) http://www.ted.com/talks/derek_sivers_how_to_start_a_movement.html
Dollar Shave Club manufactures and sells its own razors for a little as $1 dollar a month. They have a membership plan and send you 5 razor cartrgedges a month for just $1.
This new online startup utilizes its public relations to build a relationship with its consumer by being bizarre and different. Dollar Shave Club posted a video on YouTube of its founder, Michael Dubin talking about his company and being extremely entertaining. He takes the viewer around their warehouse talking about his company and the benefits it will give the consumer.
Michael takes this ad to the ridiculous by using curse words, a bear costume, Alejandra, and a machete to explain his product and how it works.
In their first seven days they caputered over 17,000 paid subscribers. Their hilarious video, which was produced for under $4,500, has now been seen over 3.5 million times.
Dollar shave club does this by being good at PR. They strategically communicate a mutually beneficial relationship with their customers. Dollar Shave Club offers affordable razors and a reoccurring subscription (along with great customer service and a goofy culture) in exchange for your business.
You don't need a lot of resources to have an impact: Dollar Shave Club made their video for under $4500 and the dancing video cost nothing.
Use your creativity: Dollar shave club didn't get 3.5 million hits by being boring.
Affordability: PR can be very affordable if used effectively on social media platforms.
Approachability: Dollar Shave Club is very approachable because their consumers now know where their product is coming form and who is making their product. They know the corporate culture and feel it is ok to contact the company for help.
Resources:
http://www.dollarshaveclub.com/
http://www.prsa.org/AboutPRSA/PublicRelationsDefined
http://www.fiveoclockclub.com/articles/1997/10-97-BolerjackPR.html
http://www.prsa.org/AboutPRSA/PublicRelationsDefined
http://www.fiveoclockclub.com/articles/1997/10-97-BolerjackPR.html
http://www.ereleases.com/prfuel/ted-talks-for-pr-pros/
Questions:
1) What are some of your experiences with PR and was it good or bad? Why?
2) Is any PR good PR?
3) How might PR be related to our alumni project?
1 comment:
My experiences with PR here at Miami has been excellent. As the recruitment and selection chair of the Women's Center, I waS responsble for making a flyer and hanging them up. Recently, as I have recently been reading applications numeorus applicants have mentioned that they found out about the opportunity from the flyer. The little things do work! However, being bizarre is always a plus. It is more memorable and will most likely stick in someone's mind longer.
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