Public Relations (PR) are planned and long-term communication activities aimed at building and maintaining positive relations between an organisation and its environment. The PR agency is a professional partner that helps companies to achieve these goals by creating a positive image and managing external and internal communication.
What does a PR agency do?
Public relations agencies specialise in managing a company's image and communication with the public. Their task is to monitor public opinion, anticipate reactions and advise on appropriate communication activities. In practice, PR activities include building positive customer relations, taking care of brand recognition and correct relations between employees and management. Part of the PR agency's work also includes the creation and implementation of communication strategy tailored to the specifics of the sector concerned. A properly prepared communication strategy makes it possible to set clear image purposes and communications.
The tasks of the public relations agency also include media relations, i.e. maintaining positive relations with the media by organising press conferences, publishing press releases and managing interviews.
Another important area of PR agency activity may now be influencer marketing, i.e. working with web developers who can contribute to building brand trust. Often, this allows a company to be effectively positioned as an expert in a particular industry, a so-called 'expert'. expert positioning.
PR agencies also deal with internal communications including, among other things, the organisation of staff meetings, corporate events and employer branding, or building an employee-friendly brand. Good internal relations are important for the working atmosphere and trust in the employer, influencing the efficiency and loyalty of employees.
Main tasks of the PR Agency
- External communication management
- Monitoring public opinion
- Creation and implementation of a communication strategy
- Building positive customer relations
- Media relations and organisation of press conferences
- Crisis communication management
- Modern PR tools
- Digital PR and social media presence management
- Content marketing and the creation of valuable content
- Influencer marketing and collaboration with online creatives
- Organisation of online and hybrid events
- ESG (Environmental, Social, and Governance) communication
- Internal communication
- Organisation of company meetings and events
- Employer branding
- Building an organisational culture
- Communication of change within the organisation
- Support in company transformation processes
Why is it worth working with a PR agency?
By working with a PR agency, companies gain comprehensive support in the image and communication management process. The main benefits include increased brand recognition, improved customer relations and enhanced internal communication. PR specialists are prepared to deal with crisis situations, and this allows them to react quickly when negative information about the company emerges.
An effective PR strategy also improves a company's market position. Preparing and implementing appropriate PR activities allows companies to better reach their target audience and build long-term relationships with customers and clients.
Working with a PR agency is particularly valuable in situations:
- Entering a new market
- Introduction of new products or services
- Mergers and acquisitions
- Rebranding or change of company strategy
- Crisis management
- Building a position as an expert in the sector
- Increasing brand recognition
- Improving the company's reputation
How do you choose a PR agency?
Choosing a PR agency is an important decision that can affect the effectiveness of a company's communication activities. There are several aspects to consider when choosing the right cooperation partner.
- Analysis of agency portfolio - Find out which sectors the agency has worked with and what results it has achieved. Experience in a particular sector allows the agency to tailor its activities precisely to the specifics of the market and audience.
- Evaluation of actual results - Looking at the agency's track record will help you assess whether it has the competencies and resources that will benefit the company. Also pay attention to the composition of the team - the presence of experienced PR professionals is an indication of the quality of the services provided. The team should be made up of people who know the industry well and have experience working with the media and managing crisis communications.
- Price of services - Although price is an important factor, it should not be the main selection criterion. The cost of PR services depends on the experience of the team, the scale of activities and the scope of the collaboration. Avoid the cheapest offers, as low costs may indicate lower quality. At the same time, think carefully about your budget and expectations so that you do not overpay for services that may be unnecessary.
- Industry specialisation - Choosing an agency that has experience in a specific industry can prove to be a hit. Specialisation allows you to better understand your client's needs and apply proven strategies. Working with an agency that is familiar with the specifics of your sector can accelerate the achievement of the desired results.
How do you know if your PR activities are having an effect?
The effectiveness of PR activities can be measured in many ways, depending on the objectives and areas of activity. Among the media indicators, the following stand out Advertising Value Equivalent (AVE), number and quality of publications and media coverage. In the context of online activities, it is worth noting social media reach, engagement rate and share of voice, i.e. participation in the discussion compared to the competition. Business indicators, on the other hand, include research brand awareness, analysis of public opinion sentimentas well as measurable effects of activities - conversions, generation of business leads if return on investment (ROI).
Example of Commplace Agency's successful PR campaign for CEDR Energo
We carried out a comprehensive campaign for CEDR Energo, achieving impressive results and strengthening the brand's position in the market. Specialising in investments related to the modernisation and construction of heat and power sources, CEDR Energo needed support in increasing its visibility and establishing itself as an expert in the energy industry.
One element of the campaign was to analyse the market and map the media that could best meet the client's needs and business objectives. On this basis, we selected nationwide and regional editorial offices, as well as specialised trade portals - such as E-heat. High-quality press content was then created, tailored to the expectations of journalists and the specific nature of the media.
Thanks to the effective distribution of press materials and building relationships with journalists, 553 articles were published in national and local media in just one month. The total reach of the publication was over 15 million recipients, far exceeding the client's expectations. In addition, the value of the media space obtained was estimated at more than one million zlotys, with all publications carried out free of charge. Media outlets such as "Gazeta Współczesna", "Warszawa Nasze Miasto" and "Strefa Agro" contributed to strengthening CEDR Energo's image as a modern and environmentally friendly brand in the energy sector.
The example of working with CEDR Energo demonstrates the importance of a coherent communication strategy, based on the PR agency's experience and relationships. Commplace successfully combined expert knowledge with a practical approach, delivering tangible results for the client that translated into business growth.
By working with an experienced PR agency, your company can not only make a name for itself in the market, but also become a leader in its sector. Are you ready to take the next step in building success? Contact us!