Organising your public relations

Public relations refers to the communication techniques and strategies that a company uses to manage the dissemination of information about itself. The goal is to increase its visibility and consolidate its expertise.

Unlike advertising, which focuses on selling products or services, public relations (PR) aims to establish strong connections with various stakeholders: customers, experts, banks, partners, political representatives, and, above all, journalists.

According to a study by Nielsen published in 2014, PR campaigns are 90% more effective than advertising. This efficiency can easily be explained: the public puts more stock in the opinion of others about a product or service than in the statements of the entity that developed the product or service. An effective public relations strategy is based on a few key elements:

• Offer exclusivity: Journalists are looking for exclusive information (scoops). Offer them new information that will grab their attention.
• Create a compelling story: By opting for storytelling and staging information that attracts the interest of customers. What problem does the product or service address? How to stage the solution that was created?
• Target the right contacts: Ensure that information reaches those who are competent and interested in the sector.
• Create a media contact file: Maintain an up-to-date database of journalists to inform.
• Be creative: Provide stories that resonate. Use studies or key events to illustrate your message.
• Position yourself as an expert: Show that you are a reference in your field of expertise to reinforce the credibility of your message.
• Be concise: Get straight to the point and avoid the superfluous to maximise the impact of your communications.

A quote in the media is the same as free advertising. This media appearance, however, involves intense preparation. Therefore, these various elements must be taken into account when preparing a press kit or press releases. They will enable journalists, often in a hurry, to understand more quickly how the company is worthy of interest for their audience.

Choosing the right channel

Connecting with different stakeholders means knowing how best to reach them. Companies have various options to share their latest news, such as e-mail, phone, social media, newsletters, or press releases. In choosing the appropriate channel, however, it is crucial to consider who the stakeholders are, what their professional role is, what relevant information should be provided to them, and how often.

The importance of the press kit

The press kit is a collection of information which presents the company’s nature and field of expertise. This kit should be available online to stakeholders at all times. A press kit should include:

• Factual information about the company, such as number of employees and, if possible, turnover.
• A list of areas in which the company can offer its expertise to journalists. For example, a small finance company can answer questions about the euro or Swiss franc exchange rate.
• The name, email address and telephone number of the person to contact if a journalist would like an interview.

When a company opens a new branch or sets a sales record, it can issue a press release to announce it. An effective press release includes:

• A title.
• A date and place of publication.
• A brief and clear presentation of the facts, starting with the most important information. Possibly a few quotes from company employees, emphasizing the importance of the event.
• A paragraph at the end of the press release presenting the company’s activities, repeating its background and providing basic financial data if these are in the public domain (turnover, sales, etc.).
• The press release should always be published online and emailed to media representatives.

The company must remember to present the event it wants to announce. Rather than just communicating turnover, the company should mention its 100-year history, its charity collections or the company's voluntary initiatives to protect the environment. The company needs a story to tell. It is worth noting that event marketing can also be part of a public relations strategy.

Managing your relationship with the media

An SME should have a list of journalists and media to contact in case of a special event. This list should include local newspapers, magazines, radio and TV stations, and specialised blogs that are likely to relay the information.

Before sending press releases or granting interviews to the media, you should introduce yourself, if possible, in person. This helps provide journalists with information about the company and its area of expertise. During an interview, it is important to follow a number of rules:

• Be informed. The SME must be aware of the angle of the article, the type of media and the journalist’s deadline. It is sometimes useful to ask who the other interviewees for the article or video might be.
• Be prepared. The SME’s representative must ask the journalist beforehand what kind of questions will be asked. This will allow preliminary research and full answers to questions.
• Get straight to the point. The company representative must answer the journalist’s questions without getting tangled up in the details.
• Be available after the interview. The journalist might need the company to check quotes and send additional information.
• Be tolerant. The final version of the article or video might show an aspect of the company which is different from that expressed by its representative during the interview. This is part of the normal journalistic process. Request amendments only if the journalist has made a major mistake.

Please note: It is imperative to respond quickly to media inquiries. Journalists work under pressure and have limited time to write their articles. An SME must meet deadlines and grant an interview as quickly as possible. Otherwise, no information about the company will be disclosed, and an opportunity to promote its products for free will be squandered.

Managing a crisis

All companies have to deal with bad news sometimes. In this type of scenario, certain rules should be followed:

• Never avoid the press. On the contrary, speculation and false information circulating about the company need to be stopped.
• Provide specific information. It is pointless to make excuses and give false responses. Companies need to provide all information enabling a better understanding of the problem.
• Provide guarantees. An SME must assert that specific measures will be taken so that this type of problem does not happen again.

If the situation becomes unmanageable, contact the professionals. After a week of media hype, companies are recommended to contact a team specializing in crisis management.

Sources: "Relations publiques: Tout ce qu’il faut savoir en 2024", 2024 (consultée le 16 avril 2025); Hiam, A., Heilbrunn B. "Le Marketing pour les Nuls", John Wiley & Sons, Inc, 2021; Small Business Marketing Kit For Dummies, Barbara Findlay Schenck, John Wiley & Sons Inc, 2012.