pr & public
relations

The two terms are often used interchangeably but mean different things. PR is the deliberate, strategic part of corporate communication — trade media, press releases and crisis communication.

Communications is the wider term and takes in social channels, internal communication and events.

The aim is the same in both cases: building a solid relationship with the public, sharpening how the company is seen and steering which information lands and how.

What PR should deliver depends on the company. The recurring goals are:

• Strengthening recognition and credibility
• Building and maintaining relationships with media and customers
• Shaping image and reputation actively
• Being prepared for a crisis rather than caught out by one
• Increasing reach through targeted media work
• Deepening loyalty through credible communication

Which of them take priority is something we settle at the start — otherwise PR becomes a collection of individual measures with no direction.

Any PR measure has to know who it is speaking to. In practice that means three very different groups:

• The general public — reachable through coverage, social channels and events
• Press and media — journalists, editorial teams and the people who pass your story on
• Stakeholders — investors, partners, staff and decision makers

Each group needs its own approach. Treat them all the same and you usually reach none of them.

PR works at every stage — from first awareness to long-term loyalty.

• Awareness — coverage and events make the brand visible
• Trust — expert pieces and interviews demonstrate competence instead of claiming it
• Decision — independent coverage and customer voices weigh more than your own advertising

Interlocked with marketing and sales, this produces effects none of the disciplines achieves on its own.

People are at the centre of brand communication. Personal PR positions individuals as experts and voices worth hearing.

• Media placements and interviews in trade media, press and broadcast
• A presence on social networks, particularly on professional platforms
• Ghostwriting for expert pieces and guest articles
• Positioning as a speaker at conferences and on panels
• Looking after reputation over longer periods

On ghostwriting: We write pieces from expert input and in close consultation. Responsibility for the content stays with the person whose name is on it — expert pieces whose substance comes from outside rarely survive the first follow-up question.

Alongside communication outwards, the internal side decides your credibility. Anything staff read in the press first damages trust for good.

Transparent, consistent communication towards staff and partners strengthens the culture — and makes sure everyone says the same thing outside.