How does external PR translate into image?

How a company is perceived by its surroundings is very important for its development and functioning on the market. A company that enjoys a reputation has a greater chance of maintaining a stable position in the industry and spectacular business success. Bill Gates once said that he would spend every last dollar of his marketing budget on PR. What is external PR? And why is it worth taking care of it?

What will you learn from the article?

Effective communication with the environment has become an integral element of every company's strategy, playing a key role in building its image and reputation. In this context, external PR (Public Relations) is gaining importance as a tool not only for creating a positive image of the company, but also as a way to establish and maintain lasting relationships with customers, business partners and other important groups of recipients. In this entry, we will take a closer look at what external PR is, how it differs from internal PR and how it can contribute to business success.

What is external PR?

It has been known for a long time about the enormous importance of public relations in running a business. This area is consciously used by the largest brands, providing themselves with the right conditions to achieve their business goals. Bill Gates himself, co-founder of the world-famous Microsoft corporation, once said that he would spend his last dollar on PR.

External PR is creating a positive image of the company in its environment. It is a form of communication that consists in maintaining contact with regular and potential clients, business partners, the media and public institutions, as well as creating and contradicting specific ideas and social goals.

Why is it worth taking care of the good PR external? Above all, it is the best way to build a good brand reputation. Public relations activities create interest around the company and its products. They build the brand's credibility and thus increase the trust of target groups towards it. By scrupulously implementing the PR strategy, the company has a chance to:

• build a competitive advantage on the market,
• control the perception of recipients about it,
• influence consumer decisions,
• eliminate the negative effects of possible crises.

External PR is the company's communication activities directed outside its structures. The aim of these activities is to create a good image among potential customers, investors, business partners, the media and other target groups. External PR it is about maintaining positive relationships with recipients, as well as creating and supporting specific ideas and social goals. Why is PR so important in business?

What is the difference between internal and external PR?

External PR is based on creating relationships with the company's environment and building a good external reputation. In turn, the internal version of public relations is focused on employees and involves thoughtful and efficient internal communication. Internal communication can be implemented in 4 different ways:

1. in writing - company newspapers, newsletters,
2. verbally - information meetings,
3. multimedia - presentations, videoconferences,
4. visually - notice boards.

A company that wants to achieve spectacular success, ensuring a stable position on the market, should implement both internal and external PR activities into its development strategy. If a professional is responsible for both areas public relations agency, will certainly implement effective and efficient solutions.

Why is external PR important?

As PR agency we fully agree with the statement that the external image is a key, intangible asset of the company. It is an important factor determining its ultimate success on the market. Extensive activities in the field of external public relations should be an integral part of managing any enterprise. 

External PR:

• brings the company closer to customers,
• controls the perceptions of the company in individual target groups,
• allows the company to influence consumer decisions,
• builds consumer awareness,
• increases trust in the company and its products,
• distinguishes the company from the competition,
• supports management in an image crisis.

PR is a kind of promotion of the organization outside. It presents the company in a good light, creates a positive buzz around it and builds pleasant associations. External public relations activities can be carried out in several different ways. Among the most popular tools we can distinguish:

• community activities and participation in public events,
• cooperation with the media,
• activities on the internet.

A brand that wants to become famous in its environment must act publicly. First, however, it is worth performing a communication audit that will indicate the direction of these activities. A good way to improve the image is sponsorship, i.e. supporting various types of social and environmental initiatives, cultural and sports events and other actions important for a given target group or the general public. The company should participate in various events, conferences, special events and charity events, because such events are a great opportunity to meet the recipients face to face and strengthen ties.

A valuable tool in image creation is event PR, i.e. organization of image-building events, e.g. family picnics, festivals and open galas. Event PR, apart from its main goal, which is to improve the image, strengthens the competitive advantage on the market, supports the sale of specific products or services, and also motivates the employee team to work more efficiently. To put it colloquially, employees responsible for the company's image can become its best ambassadors.

What are the external PR tools?

External PR can be implemented in various ways. The most popular public relations tools include:

• media relations - messages to the media can be directed through interviews, press releases or press conferences,
• events - that is, any conferences, charity events, open days and other events that are to create buzz around the brand; "face to face" meeting with the brand gives it a human face, the brand is closer to its recipients,
• social media - the presence and systematic activity in social media is an opportunity to reach target groups and a way to build and maintain relationships with recipients,
• physical evidence - such as gadgets, gifts and other visual identification that increases brand recognition.

The media are your allies 

Media relations is one of the most important and most frequently used tools in image communication. It is a process of building and maintaining good, mutually beneficial relationships with the media. The idea of media relations is to shape ties in such a way that the company can reach its target groups through the mass media. 

The person responsible for contact with the media within the framework of external PR is the press spokesman. Its task is, among others giving interviews on behalf of the company and creating press releases regarding current business matters.

Public relations on the Internet

Today's entrepreneurs in their own image campaigns can use social media. Social media is a valuable internet marketing tool that perfectly supports external PR. Through them you can: 

• reach hundreds, thousands and even millions of recipients from all over the country and abroad,
• build strong relationships with recipients,
• to cultivate these relationships, 
• shape the image by supporting important initiatives.

To fully use the potential of social media, you need to act systematically and with full commitment. What counts in social media is: regularity in creating content, attractiveness of content and the highest aesthetics. A company that wants to be saved in the minds of recipients and gain a good reputation must create valuable, interesting posts, corresponding to the preferences and tastes of the target group.

external PR examples? Nowadays, it is extremely important to conduct proper public relations. Broadly understood external PR is one of the most important activities that organizations can take to effectively communicate their values and products to the outside world.

Examples of good practice in this area include: social campaigns, events, happenings and charity activities. It is crucial to understand that customers, business partners and other recipients of company activities value honesty, transparency and open dialogue. Understanding the needs of the market and adjusting activities to customer expectations is the basis for effective external PR.

External PR on the labor market

External public relations also means creating a positive image of the company as an employer brand. We call this process employer branding external. Various tools and communication channels are used to build a favorable image on the labor market, e.g .:

• participation in job fairs and competitions for employers,
• creating attractive recruitment ads,
• caring for good opinions on opinion-forming portals such as GoWork,
• adequately responding to unfavorable comments from dissatisfied employees.

The atmosphere at work also has a great influence on external employer branding. Therefore, every employer should first of all ensure satisfaction and contentment of their employees. The key factors are: fair treatment, good team relations and attractive employment conditions.

External PR in the company – summary

Wizerunek zewnętrzny firmy to sposób, w jaki organizacja jest postrzegana przez otoczenie – klientów, partnerów biznesowych, społeczność lokalną oraz media. Składają się na niego wszystkie elementy, które tworzą pierwsze wrażenie i budują reputację, takie jak jakość produktów lub usług, komunikacja marketingowa, zaangażowanie społeczne oraz obecność w mediach. Wizerunek zewnętrzny jest kluczowy, ponieważ wpływa na decyzje zakupowe konsumentów oraz na gotowość do współpracy ze strony innych podmiotów. Firma z pozytywnym wizerunkiem cieszy się większym zaufaniem i lojalnością klientów, co w dłuższej perspektywie przekłada się na jej stabilność i rozwój. W budowaniu tego wizerunku istotne jest konsekwentne działanie zgodne z wartościami firmy oraz otwarta komunikacja, która buduje wiarygodność. Wizerunek zewnętrzny wymaga więc nie tylko efektywnej strategii marketingowej, ale także autentyczności i transparentności w relacjach z otoczeniem.

External PR plays a key role in shaping the company's image, differing from internal PR primarily in that its activities are directed outside the organization, i.e. to customers, business partners and the media. Success in business often results from a well-planned and effectively implemented communication strategy, in which external PR is an indispensable element. The importance of external PR is manifested in the ability to build a positive image of the company, strengthening its credibility and reputation on the market. External PR tools include: media relations, content marketing, social media and industry events, which together contribute to building lasting relationships with the business environment and creating a positive brand image.