One of the greatest failings of the modern public relations industry is its difficulty in defining itself. PR practitioners are asked to explain on a regular basis exactly what it is that we do and why our work has real value.

Let’s take a moment to answer those questions by assigning a relatively simple and accurate explanation to our profession.

In public relations, we tell your story and communicate your ideas, using media and methodologies that are most likely to impress your most important audiences. If we are successful, your potential customers, clients or supporters will beat a path to your door.

We begin by understanding and defining who you are and what makes you (or your organization) stand out from the competition. Then we assist you in developing and promoting an identity that tells your audiences why they are best served doing business with you.

The process of creating and communicating identity is different in each situation because each public relations campaign must be as distinctive as the people or organization it seeks to promote. The mix of tools and strategies in each campaign also must be different to reach your particular audience and explain why they should do business with you.

A truly successful campaign can generate the type of positive and consistent visibility that builds your reputation and recognition, while enhancing your bottom line.

By David Stiefel