Public relations is a key tool for effective communication between an organization and its audience. Public relations (PR) focuses on building and maintaining strong relationships between organizations and their target audiences. Well-managed PR strategies can help brands not only earn trust, but also improve their public image and increase awareness of products or services. Let’s look at how PR shapes brand perception and how companies can effectively use different tools to achieve positive results.
What is public relations (PR)?
Public relations (PR) is a set of activities aimed at building and maintaining positive relationships between an organization and the public. The goal is to influence how the organization is perceived, improve its reputation, and strengthen its image. PR focuses on communicating with various target groups—such as customers, investors, the media, or the general public—through press releases, interviews, or organizing events.
Today, PR also includes crisis communication, which helps organizations respond effectively to negative situations, and online PR, which leverages social media and web platforms to spread positive messages. PR is about long-term relationship-building that can significantly contribute to an organization’s success.
5 most commonly used methods in PR
Public relations includes various methods and tools that help organizations communicate effectively with the public and build strong relationships.
- Press releases – the fundamental tool for sharing information about important events or news within an organization.
- Event marketing – organizing conferences, seminars, or product launch events to engage directly with the target audience.
- Crisis communication – rapid and effective handling of negative situations that can damage the organization’s reputation.
- Influencer marketing – collaborating with personalities who influence public opinion and can spread positive messages about the organization.
- Social media – using platforms like Facebook, Instagram, or Twitter for direct interaction with the audience and building an online community.
Other PR methods include creating newsletters, monitoring media coverage, and investor relations. These techniques help build long-term relationships and ensure the organization stays top of mind with the public.
Examples of successful PR campaigns in online marketing
Successful PR campaigns in online marketing have not only captured attention but also positively influenced brand perception.
- Coca-Cola, #ShareACoke – this campaign invited customers to share Coca-Cola bottles with their names, leading to massive spread on social media and increased sales.
- Dove, Real Beauty Sketches – a campaign focused on promoting positive body image, where women described their own appearance and compared it to how others saw them.
- Airbnb, #WeAccept – a campaign supporting diversity and inclusion, launched in response to controversial political decisions, which strengthened the brand’s image as empathetic and responsible.
- Nike, Dream Crazy (Colin Kaepernick) – a campaign featuring a controversial athlete that sparked strong reactions but reinforced Nike’s position as a brand that stands for values and isn’t afraid to speak to current issues.
- Always, #LikeAGirl – this campaign fought negative stereotypes and supported girls’ confidence, gaining wide support on social media.
Famous names in online marketing can inspire you. Who made their mark?
- Seth Godin – a renowned author and guru in marketing and customer relationship building.
- Gary Vaynerchuk – an influencer and marketer known for his approach to digital media and social networks.
- Ann Handley – an expert in content marketing and PR, author of a book on writing for marketing.
Psychology, marketing, and UX: what to read?
Quality PR strategies require a deep understanding of how people react and how content can be tailored to match the needs and preferences of the target audience.
Psychology in PR
Psychological principles are essential in PR strategy because they help predict how people will respond to certain messages or campaigns. Using principles like social proof or scarcity enables brands to create strong connections with their customers. These psychological techniques leverage not only emotional appeal but also scientific methods to achieve the desired effect.
- Social proof – people tend to trust products or services chosen by large numbers of others.
- Scarcity – consumers perceive products or services as more valuable if they are available only for a limited time or in limited quantities.
Marketing techniques in PR
Marketing techniques within PR focus on communicating with customers and effectively conveying brand value. Today, effective marketing is above all about personalization. Brands that use a personalized approach earn greater trust and better engagement from their audience. This is possible thanks to a thorough understanding of what customers truly seek, what problems they face, and how best to reach them.
UX design in PR
UX (user experience) design has become an integral part of modern PR. Using UX techniques ensures that all online platforms, such as websites or mobile apps, deliver the best possible user experience. This can include optimizing websites for better navigation or leveraging personalized recommendations.
- Website optimization – sites must be clear, fast, and mobile-friendly to communicate effectively with the target audience.
- Personalized recommendations – technology makes it possible to tailor content to users’ specific needs, increasing satisfaction and loyalty.
Recommended reading
- Influence: The Psychology of Persuasion (Robert Cialdini) – a book that examines in detail the psychological principles used in marketing and PR.
- Made to Stick: Why Some Ideas Survive and Others Die (Chip Heath and Dan Heath) – a book about creating powerful, memorable stories.
- Don’t Make Me Think (Steve Krug) – a foundational text on UX design and how to create user-friendly digital environments.
- Contagious: How to Build Word of Mouth in the Digital Age (Jonah Berger) – a book focusing on why some ideas and campaigns go viral.