PR: What Is It, and Why Salesforce Partners Should Utilize It

If you are one of those people that shakes their head in utter bewilderment every time a public relations (PR) professional takes to the stage, don’t worry, you are not alone. I’ve been practicing the trade for 20 years professionally, and I still occasionally have to remind myself what it is, exactly, that I do.

I believe the reason for this is because PR is still a relatively new profession. Maybe not as new as say, sales enablement. However, at just under 100 years as a recognized trade, PR is still making its way into the world. And that’s why there is so much confusion as to exactly what PR is, and why it is even needed.

What is PR anyway?

To truly understand something, it is good to know its history and how it is defined.

Edward Bernays, a nephew of Sigmund Freud, is often referred to as the father of PR. Bernays’ work began in the 1920s, and he was the profession’s first noted theorist.

He also started the first vocational course in PR in the 1930s. And his claim to fame is that he was the first person to introduce the practice of using front groups — back when he was working to protect tobacco interests in the U.S.

Based on what we know about its history, it is easy to define PR as the business of generating goodwill toward an individual, cause, company or product. Meaning PR is all about reputation: It is the result of what you do, what you say and what others say about you. Simply stated, PR is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior.

In most organizations today, PR typically reports to the VP of Marketing and is included in the overall marketing mix — even though distinct differences exist among the fields of advertising, marketing, and PR.

This is due to the growing realization that an organization’s goals and objectives are best accomplished through an unified approach to corporate communication, which has given rise to terms such as integrated marketing communications and convergent communications.

What does PR do?

At its core, PR leverages the integrity of the media and other influencers to elevate the credibility of a company or source. However, PR is not all about media relations. There are probably 15 or more components to PR, including Investor Relations, Community Relations, Analyst Relations, Corporate Social Responsibility, Employee Relations, Government Affairs, Events, Messaging, Public Affairs and more.

Alliance Development is another aspect of PR that can very beneficial, especially for organizations working within the Salesforce Ecosystem. Stakeholders such as Salesforce, when leveraged correctly, can bring a windfall of attention for small, fledgling organizations.

Here are a few things PR can do within its toolkit of specialties:

• Inform targeted audiences and the public about the organization, its products, services, and progress.
• Influence key decision makers, stakeholders, market makers, analysts, investors and most importantly, customers.
• Shape opinion.
• Drive sales by: building credibility through third-party validation; increasing brand awareness; and distinguishing products or services from that of the competition in compelling and provable ways.
• Promote a positive image of a company with key audiences.
• Raise awareness of an issue, key legislation or charitable undertaking.
• Position a company spokesperson as a thought leader or industry expert.
• Attract top-tier talent to a company.
• Deflect criticism and combat negative news.

With all that it can do, there are just some things that PR cannot, or does not, do — no matter how good a PR person may be.

PR cannot cure a crisis.

Yes, a good crisis program will help you prepare for a problem or issue, and sound communications handling can mitigate its effects, but PR can do little in the face of unethical or short-sighted actions.

PR does not serve as cheap or “free” advertising.

Although a good, solid PR campaign usually has increased visibility as a long-term goal, it’s challenging to achieve an ad-like level of control and frequency with earned media.

PR cannot overcome a bad product or service.

PR can help repair customer relations after a service interruption or problem, but unhappy consumers will always share their feelings.

PR alone will not make you famous.

PR can help you build a brand or personal reputation, and raise your profile in professional circles, but it won’t make you an overnight celebrity.

Does your organization need PR?

If you deal with stakeholders of any sort (customers, investors, the general public, etc.), then the answer is a simple yes. Stakeholders can also include partner organizations such as Salesforce, and PR can be instrumental in helping to position your business to capture the attention of partners as well.

That said, PR is a must because it is the most versatile communication venue in the communication mix. It gives you the opportunity to easily tailor your message to a specific audience, and quickly change if needed. However, not every organization needs every component of PR. For example, if you don’t deal with regulators, government contracts, investors or the general public then Government Affairs, Public Affairs, and Investor Relations are probably things you can ignore.

The most commonly sought after specialties, particularly for tech companies, are as follows:

Media Relations/Publicity

Working with mass and specialized media in seeking publicity or responding to their interests in the organization. Disseminating planned messages through selected media to further the organization’s interests.

Analyst/Influencer Relations

Encouraging industry analysts and other influencers to support an organization, primarily by covering it in reports, articles and other communications.

Leadership Positioning

Working with media outlets and other influential organizations to post executive bylines, have executives speak at trade shows and conferences, consider your company for awards, etc.

Issues Management/Crisis Management

Identifying and addressing issues of concern that could affect the organization. Designed to protect and defend an individual, company, or organization facing a public challenge to its reputation.

Community Relations/Special Events

Planned activity with a community to maintain an environment that benefits both the organization and the community.

Hopefully, that clears things up a little regarding the fledgling practice of PR. If not, no worries I am sure your local, neighborhood PR executive would be more than happy to answer any additional questions you might have.

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