Public relations (PR) can be key to an organisation’s success. It helps to shape public perception, build credibility, and manage communications effectively. Whether you’re a PR professional, or a senior leader considering PR, here are six fundamental PR questions and answers to help you navigate this field.

1. What is public relations?
2. How does PR differ from marketing?
3. What are the biggest PR challenges organisations face today?
4. What is the difference between in-house and agency PR?
5. How does PR support brand storytelling?
6. How do you measure the success of a PR campaign?

1. What is public relations?

PR is the strategic communication process that organisations use to build and maintain relationships with their target audience. It involves managing an organisation or institution’s image, handing their media relations, and developing campaigns that enhance a brand’s reputation. Unlike advertising, PR focuses on earned media coverage, rather than paid promotions, which gives it that extra level of credibility and trust.

A successful PR strategy consists of both reactive and proactive media relations. Reactive media is when journalist reaches out to a PR agency or organisation with a specific article idea in mind, and looking for a relevant spokesperson to accompany the piece. In my opinion, this often leads to coverage in top tier media! Proactive media relations is what often aligns with your strategy, and involves various tactics such as press releases and targeted media outreach – actively pitching relevant spokespeople.

2. How does PR differ from marketing?

This is one of the most popular questions I encounter when explaining public relations. While PR and marketing often work together, they serve different purposes. PR focuses on brand reputation, media relations, and public perception, whereas marketing aims to promote products and drive sales. PR is more focused on the long-term strategy of relationship building with key journalists and stakeholders, and marketing typically has a short-term goal of increasing revenue.

3. What are the biggest PR challenges organisations face today?

Some of the most common PR challenges include: adapting to the fast-changing digital landscape, cutting through the noise, and managing misinformation. Your institution needs to work to maintain authenticity, build trust with your audience, and stay head of competitors in an era of constant media scrutiny.

The ever-changing media landscape has made things increasingly difficult. There are less journalists, and more expected of them. They get hundreds of emails every day, and it is our job to ensure that our emails are interesting enough to be opened.

4. What is the difference between in-house and agency PR?

In-house PR teams work directly for an organisation and focus exclusively on that brand’s messaging, reputation, and media relationships. On the other hand, an agency PR works with multiple clients and brings external expertise, broader industry knowledge, and established media connections. They can provide fresh perspective, niche specialisms, and access to a wider range of PR resources.

5. How does PR support brand storytelling?

PR plays a crucial role in crafting a brand’s narrative. By highlighting an institution’s mission, values, and impact through compelling stories, PR helps to connect with the target audience. Storytelling through interviews, thought leadership, press releases, and social media enhances brand identity and loyalty. Storytelling ensures that your institution’s voice remains consistent and relatable.

6. How do you measure the success of a PR campaign?

PR can often be difficult to measure, but there are various metrics that we use. Firstly, one of the main ways is through the quantity and variation of media coverage, for instance, we keep track of the number coverage hits, the type of media – is it top tier or trade? – the target audience of each publication, and the audience size.

You also keep track of social media engagement, website traffic, and utilise Google Analytics platforms to keep track of PR efforts and guide future strategies. By continuously evaluating and refining PR tactics, we can maximise communication effectiveness.

In some instances, organisations have key performance indictors (KPIs) to keep track of the PR campaign and ensure that media coverage is aligned with the organisation’s goals.

These are questions we are regularly asked. Whether you’re dealing with media relations, crisis management, or social media engagement, PR plays a crucial role in shaping public perception and driving long-term success. Ensuring that your efforts align with your brand’s goals will help you navigate the media landscape. PR is a field that is constantly evolving, and staying informed about industry trends and best practices is essential for success.

If you’d like media support for your institution, contact BlueSky Education today!

Author: Katie Hurley

Katie is a Senior Account Manager at BlueSky Education.

She is an education communications specialist with journalistic flair thanks to a degree in Multimedia Journalism and a stint as a reporter at the Financial Times.