What is Public Relations?

What is Public Relations?

What is Public Relations?850350 Kraus Marketing

Public Relations is a critical touch point in order to spread brand awareness, build loyalty, drive marketing and increase sales.

Public Relations is a practice that more companies are dedicating departments around. Yet, many everyday people may not know what is done in this department. Some may think the name says it all- public relations… yeah the relationship of a company with the public, but it’s not all that simple, there are many other underlying objectives of the PR department. This article will help you understand the basics of public relations.

Why Do We Have Public Relations Departments?

A public relations department is very useful to many companies, especially large ones that are often noticed by the public eye. One of the main goals of the PR department is to generate a positive brand message to the public, but even more importantly, their target audience. They are there to help a company when s mistake is made. Recovery should be done quickly, through a clear and public announcement. This can be done through various ways such as social media, press statements, and crafty advertisements. It has been proven that when a consumer is purchasing a product that is new to them, they will often lean towards the company that is well known and trusted by the public.

Public Relations and Marketing

Why is marketing being brought up you may ask. Well, using public relations is an excellent way to market your product or service to the public at a low cost. Here are some duties of a PR team that are actually closely tied to marketing:


It is important for a public relations department to really understand what their company stands for and even more importantly to recognize what the consumer is looking for in their company. This information can be collected through ways such as surveys or even direct conversation with the consumer.


The PR department can use their public connection to promote and sustain. They can showcase products through social media and other communication mediums. For people to buy a product they need to know that the product is stocked on shelves in stores where the target audience often shops.


No matter how it is done, advertising needs to attract the attention of the consumer. Being that PR is usually closely connected to the consumer, this offers a great opportunity to release ads. These ads should convey a message about the company to the consumer. It is important to remember that this is a RELATIONSHIP with the consumer. So, do not annoy and shove pages of ads into their face. The public relations should be seen as a friendship with the consumer. If they need something they can talk to some one in PR and their problem should be resolved in a kind manner.


As it was just mentioned PR should not overwhelm the consumer with advertisements, but it should bring together the buyer and seller for a mutually advantageous experience. What this means is that PR should market the advantages to the consumer that their competition does not. With this being done successfully the consumer will feel support from a brand when they purchase a product.

Promotion and Sales

The Public Relations department should look at promotion and sales as a chance to simulate interest in the consumers mind. They should not be saying “Hey buy our product NOW!” but rather “Hey here is what we do and how we can help you!” This tactic should not scare the consumer away, but rather show that your brand is here to help them and offer more value than your competition can.

Now, This is What Public Relations is Not

It is important to notice that public relations can be used incorrectly, and here are some tips that can help you stay in the right direction. First, PR cannot be exclusive… it is called PUBLIC relations. Make sure that you are able to cater to the entire public, you do not want to leave people out who actually care about your business. Second, a public relations departments needs to be a well trusted source. Do not try to hide any major mishaps from the public. It can come up in the future and end up hurting you even more. So, if something does happen let them know and do it quickly before rumors spread. Finally, public relations cannot be a set plan. It has to be adaptable and ready to take on any problem that may arise.Whether it is a big or small company, having a public relations strategy can help lead to much success. With today’s technology, social media is an excellent way to communicate with the consumer.

Here at Kraus Marketing, we specialize in web design, search engine optimization and search engine marketing. Our experienced team can help you gain awareness to your website. For more information, contact us at (973)-998-5742 or online at www.KrausMarketing.com.

      Kraus Marketing