In our days public relations gain more and more popularity among advertising companies and common people, who choose this field of expertise to be their main occupation in life. With the development of such interactive and global communication tools as the Internet, many people got an access to local and global PR markets. Through various media you may find all kinds of PR service offers both from PR agencies and independent PR consultants.
However, how can you be sure that those companies and people will provide you with the kind of public relations services you need? The only way to find that out is to learn about some PR fundamentals and get acquainted with some PR agencies, their functions and practices. If you are looking for a PR agency to work for you, what you need to pay attention to is their vast experience in communications, strategy development and PR technologies in addition with a creative approach and innovative thinking. Your PR partner agency has to be credible and its management has to be experienced and acknowledged for their PR accomplishments. Their knowledge in public relations and communications has to go far beyond PR fundamentals, as it is the case with Sabrina Horn, the president of Horn Group. This person has over twenty years of experience with public relations, working for Fortune 1000 companies.
If you cannot afford hiring a PR agency or a PR consultant with such an impressing portfolio, you need to get some self education in public relations. It will help you to be better prepared for making a choice on what PR services you really need and what people can provide you with the best assistance in this matter. You should learn some PR fundamentals and even you will be perhaps able to produce some ideas of your own, concerning PR promotions for your business. First of all, you should gain an understanding of what PR is used for and what it can do for your business.
Public relations operate with people's perceptions about organizations, brands and products. First thing that has to be done, starting you PR, is determining of who your target and key stakeholders are. Without this knowledge no PR campaign can do you any good. It will be like shooting sparrows from cannons. Thus, your first task is finding out who you are aiming at. Then you have to discover very important information - what do these people know about you and your products or services and do they know about you at all? If people know about your organization, then they have certain perceptions about it. Though if they do not know you, PR can help you create a good buzz about your firm and gain customers' and other stakeholders' attention. This is one of the PR fundamentals: people's perceptions determine their behavior. If you change those perceptions, you can change their behavior and make it to be what you want. This is a rule to go by and it should be your main PR goal.
Summarizing the above information, your first step should be to determine who your key stakeholders are. Your second step should be to find out their perceptions about your products or company. Your third step should be to change those perceptions in accordance with your business objectives, and hence, change the people's behavior. Those are some PR fundamentals any business manager should know and understand.