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Major Public Relations Activities

strategies broad plans or approaches for meeting objectives

tactics the particular activities that put strategies into action

What are the demands on any public relations campaign? Why would companies (or, in some cases, individuals such as actors or authors) pay lots of money for representation by a public relations firm? The answer is that these clients need help in explaining their actions to government regulators, companies, and members of the public in ways that will help them complete a business deal, ensure them long-term favorable treatment, or get them out of trouble. A company that can help can be worth its high cost.

At the most basic level, PR practitioners help their clients:

· Understand the challenges that face them

· Formulate objectives that they would like to reach in meeting those challenges

· Develop broad approaches—strategies—for meeting the objectives

· Carry out particular activities—tactics—that put these strategies into action

The uses for such expertise are wide. Here is how the Hill & Knowlton website describes to potential clients what the firm can do for them:

What does success look like to you?

That’s the first question we ask.

We build up a clear picture of what you want to achieve. Then put in place whatever is needed to get that result…

Does anyone Feel their job is getting easier? It’s doubtful. Not with the complexity, contradiction and uncertainty we all face in our lives. But the togetherк it gets for brands, companies, governments and others, the bigger the prize smart ones who really got their message across.

And we do mean smart. Think of the obstacles to effective communication— fragility of reputation, media fragmentation, audience proliferation, information overload. Getting real brand and commercial results can seem an almost impossible task.

So how does Hill & Knowlton do superior quality work, even on the toughest assignments?

We start at an advantage: we have the desire to do so. We are not afraid to take on these tasks, however difficult. Because that is what our track record is all about, delivering real brand and business outcomes.

We are also able to do so. As a firm we are set up to meet even the most complex demands by connecting the three elements that help you leap over hurdles. Sector expertise. Practice skills. Geographic reach.

You know what you want us to achieve, what you mean by success. We put in place whatever is needed to get there.

If you think we can help, please contact us.

These statements about public relations are actually quite abstract comments about the importance of a company’s ability to manage its environment. The way Hill & Knowlton and other PR firms put these environment-management goals into practice is through several categories of business activities.

The most prominent public relations activities are in these areas:

· Corporate communications

· Financial communications

· Consumer and retail

· Healthcare and advanced technology

· Public affairs

· Crisis management

· Media relations

The labels indicate the broad landscape of activities in which public relations firms are involved and suggest the broad range of clients they serve. The biggest firms tackle many of these categories, though not always all of them. Moreover, some companies may combine someone or another category in organizing their expertise and personnel. As we sketch these activities below, notice that mass media are used consistently in every domain.