Through the close examination of a client’s existing image, their strengths & weakness and their unique selling point, public relations (or ‘PR’) involves creating bespoke media strategies to help clients build their reputations, generate sales and meet their business goals. This is achieved by forming and leveraging relationships with key media contacts in order to carefully position specifically produced content on particular media platforms, be that print, broadcast or online.
With a wealth of public relations expertise, Sapience understands how to craft a message with authority, flair and speed. With our strong relationships across all forms of media, we know which outlets are right for your story. We give our clients the edge by anticipating what relevant journalists, editors and influencers are looking for. And we endeavour to find every opportunity to let our clients lead their side of the debate.
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What exactly is Public Relations?
Public relations is often confused with the related, but distinct, field of advertising. Whilst both seek to promote organisations and individuals, PR’s ‘earned’ approach to building reputations is what crucially distinguishes it from its ‘owned’ cousin: PR operates by persuading media outlets to run a story that has been framed as newsworthy, as opposed to simply paying for it to appear as an advert.
Effective PR campaigns also rely on strong media relations, in addition to the creative and analytical skills needed to create newsworthy content. To secure coverage, PR professionals must identify journalists likely to be interested in the story and then persuade them to run with the desired message. The more interesting or relevant the message might be to the media outlet’s readers, the easier it is to secure coverage.
This is where the idea that successful PR must be earned comes from. Media outlets will be more interested in publishing stories about well-known organisations making a real impact on their audience. So, although strong analytical, creative and media skills are essential to effective PR, making a difference has an important part to play in building a company’s reputation.
Public Relations activities
- Identifying clients’ desired public image
- Creating clients’ key messages
- Pinpointing target audiences
- Researching media outlets
- Building relationships with journalists and media publications
- Keeping up-to-date with industry trends and events
- Generating media coverage ideas
- Investigating comment opportunities for clients
- Drafting comments, posts, press releases and by-lines
- Pitching clients to key conference organisers and press contacts
Common Public Relations Services
- External Communications
- Media Strategy
- Media Relations
- Media Monitoring
- Media Research
- Industry Research
- Audience Mapping
- Content Marketing
- Digital Marketing
- Social Media Management
- Crisis Management
- Reputation Management
- Thought Leadership
- Brand Positioning
- Brand Advocacy
- Image Consulting
- Competitor Analysis
Public Relations Strategy
Whilst generally applicable PR tactics can help day-to-day, a bespoke public relations strategy is fundamental to improving a client’s reputation and boosting business. Each client is unique and so each client’s PR needs will be different.
A good PR strategy begins with sector-specific media research, before sitting down with clients to discuss their goals and set appropriate targets to support them.
Your team at Sapience Communications would consist of public relations specialists with extensive experience supporting clients of all sizes across the public and private sectors, who have the track record and industry experience to deliver for you.
We sit down with our clients to understand their exact needs and price transparently, based on the amount of time and the number of Sapience team members required to get the job done.
Marketing focusses mainly on simply customer acquisition and direct lead generation tactics, often for specific products and services, whereas public relations helps to build and protect your brand reputation across earned and owned media channel
We work directly with our clients to establish clear KPIs and goals for our campaigns across earned and owned media channels, ranging from the coverage numbers, reaching target outlets or online impressions and engagement. We sit down with you to understand your exact needs and establish targets that measure success accordingly.
Understanding any potential reputation threats, your target audience and key goals are at the heart of the best PR campaigns. We work with you to develop these and plan for success.
It can definitely help to speak with PR companies who are able to build your brand and positive media presence, as well as helping you realise the potential of your own online and social channels (as Sapience does). The online and offline are inexplicably linked we can help you to make the most of both.
Hiring an external agency can be a valuable way to enhance your existing PR operation. We can manage media enquiries and maximise outreach to the press, as well as drawing on our extensive sector-wide experience, knowledge and networks, collaborating with your existing team to best build and protect your brand.
We’d love to hear from you. You can get in touch with us to discuss your corporate PR needs using this form and we’ll get back to you as soon as feasible.