Concept in Definition ABC

The abbreviation PR stands for public relations and is the department of a company or the person who has the responsibility to communicate with customers.

At present the term PR is used less frequently, since with the appearance of Internet the concept of communication it has radically changed. Traditional public relations have other competitors who perform very similar functions: the figure of the community manager.

There is a simplified picture of what a public relations person is and it is usually associated with a congress hostess, someone who hands out brochures or welcomes the client. A professional in this sector actually has broader functions: corporate communication, social media management, advertising management, etc. At the same time, his tools are in the process of transformation. In this sense, PR has connections with the world of marketing and with social networks.

The specialists in this sector agree on the importance of dialogue with the client, which must be direct and in a double direction (company-client and vice versa).

Five keys to PR

- The first element to consider could be summarized in an idea: you have to know what the customer wants. Not only the customer who is already a customer, but the potential and, ultimately, knowing all the different profiles of possible consumers of a company.

- It is necessary to adapt to the needs of each client. It is not a strategy It is useful to treat everyone equally, since each client has particular circumstances and interests and it is necessary to know how to connect with them in an effective and decisive way.

- Communication is vital. The concept of communication is transversal, changing and has different levels. For this reason, the PR professional has to deal with the entire diversity of communication so that your message is effective.

- In an open and plural market, the competitive spirit is decisive. You have to meet the competence and try to overcome it in some way (with price, with a product of quality or with good service).

- All PR strategies must be evaluated, so it is necessary to establish objective measurement systems. It is about evaluating what is done to try to improve it.