Thought Leadership

What are the Different Types of PR and How Are They Different?

As the premier PR firm in Northwest Indiana, South Shore PR takes pride in being the torchbearer of effective public relations, mastering the art and science that influences opinions, fosters goodwill, builds relationships, and elevates organizations to new heights. Today we want to share some of the different disciplines of public relations and what they focus on.

Public relations, isn’t a one-size-fits-all approach when it comes to a client’s needs. We like to use the example of a medical professional. While a doctor has a general understanding of the body, some medical professionals specialize in certain areas of the body, such as a neonatologist, psychiatrist, or gerontologist. A public relations professional works in exactly the same way, there is the general knowledge of public relations, but some PR professionals specialize in an area of PR, thus making them more skilled in a particular area of PR. Today we going to look at the six most common disciplines of PR practiced today.

What is Media Relations or Media Relations PR?

South Shore PR Work Examples
Photo Credits (top to bottom) People Magazine, Eyecare Business Magazine, BBC News, and The Today Show

A skilled media relations professional can transform innovation into a global sensation. By strategically pitching the story to the correct influential journalists and media outlets, PR professionals can ensure that the narrative resonates far beyond, ultimately reaching your intended audience. Media relations specializes in working with the media, and often PR professionals that focus on media relations may do so within an industry, such as tech, healthcare or banking. Knowing how to be a great media partner, while being savvy about the angle of the pitch, and when, where and how, will make all the difference in securing great coverage and reaching your intended audience.

What is Crisis Communication PR?

Photo Credit: Sprout Social

Crisis Communication and or reputation management PR is perhaps the most easily recognized, and the most skilled of all PR disciplines. When an organization or individual has run afoul of stakeholders, resulting in a public and potentially damaging reckoning for the instigating party, this is where crisis communications and reputational management come into play. A skilled public relations professional that specializes in this type of PR will come in and mitigate reputational damage, provide guidance for stakeholders, and eventually begin to repair relationships with the general public and any other wronged parties. You can look at some great examples of crisis management here: https://sproutsocial.com/insights/crisis-communication-examples/

What is Government Relations & Public Affairs?

Photo Credit: The Pan American Health Organization

This discipline of PR focuses on building relationships between an organization and government entities for the goal of strategic communication for the greater good, influence and the ability to make a positive impact on stakeholders. Examples of a public affairs professional would be a communications Director for a local police department. Examples of a government relations expert would be a lobbyist or government liaison within an organization. Examples of a public affairs campaign could be the Covid-19 vaccine campaigns, a local area government communicating an upcoming infrastructure project, or an industry lobbying for policy changes at the highest levels.

What is Product Launch PR and Branding?

Photo Credit: Gizmodo via Warner Bros./ Universal

An agency or in-house person or team that specializes creating interest and generating positive coverage for new products or services works in product launch PR, reputational practice and even branding. These individuals are key in developing strategic communication plans, organizing launch events, and securing media coverage for a product unveiling. A great example is of this type of PR is the phenomena known as Barbenheimer at the box office last summer. The two films combined as two distinct, yet cooperative marketing campaigns created box office gold in the summer of 2023. Read more about this magic here.

What are Consumer Relations?

Photo Credit: Time Magazine via Dove/RaiseTheBeautyBar

This area of public relations is very similar to customer service, however, the focus here is to protect and enhance an organization’s reputation while building a robust and positive relationship with stakeholders to enhance brand loyalty. Examples of this type of PR would be managing customer feedback on public forums, addressing concerns, and promoting positive customer experiences through various communication channels.

One of the most significant examples was Dove’s Real Beauty Campaign. You can read all about it here.  

What is Integrated PR?

Photo Credit: Apple

Integrated is where public relations concepts and tactics are combined with marketing campaigns and exercises. This is the most powerful way for any organization to create their brand, tell their story, and build long-lasting, loyal relationships with their customers. A great, recent example of an integrate PR campaign would be Apple’s Shot on an iPhone Campaign. Apple cleverly shot and advertised that this campaign was shot entirely on an iPhone, then encouraged fans to share their own films shot on iPhones on social media. You can read more about this innovative campaign here.

These are just a few of the most common areas of PR practice. At South Shore we specialize in many of these areas of public relations. We hope that this article is informative and has shared some of the complexities of public relations practice. No matter the discipline of PR, one goal remains the same, to build, and enhance a loyal relationship with key stakeholders.

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South Shore PR: A Finalist’s Journey to the 2023 Small Business of the Year Award

This afternoon, February 6, 2024, The Michigan City Chamber of Commerce announced the finalists for its Annual Awards, and among them is South Shore Public Relations, which is making waves in the business community along the South Shore. As the anticipation builds for the Annual Member Dinner on March 15, where winners will be announced, we look closer at what this nomination means for South Shore PR and the journey that brought them to this prestigious position. (You Can read the official announcement here.)

To be named a finalist for the Small Business of the Year Award is a testament to the dedication, hard work, and impact that South Shore PR has had on the Michigan City business landscape beginning in 2023. The acknowledgment from the Chamber of Commerce is not only a validation of their efforts but also a recognition of their exemplary leadership in the field of public relations. When asked about what the nomination means to South Shore PR, Jacqueline replied,

“As the President of South Shore PR, being named a finalist for the Small Business of the Year Award is a humbling honor, highlighting that South Shore PR picked the correct community to call home. I am grateful for the opportunity to be a part of our thriving business community, and I am passionate about serving as a committed community partner to meet our business community’s evolving needs. This nomination is a shared celebration of our community, and we look forward to continuing our journey as an engaged and dedicated member of the Michigan City business family.”

Jacqueline Thomas – South Shore PR President

South Shore PR has demonstrated resilience and innovation, leaving an indelible mark on Michigan City over the past year. Through strategic communication, creative campaigns, and a commitment to excellence, South Shore PR has not only elevated our own business but has contributed significantly to the growth and vibrancy of the local business community. Jackie Thomas, South Shore PR President, volunteers as a Chamber ambassador at The Michigan City Chamber of Commerce and the Duneland Chamber of Commerce. She also gives back to the community through her work with the Public Relations Society of America, where she sits on the Board of Directors of the Chicago Chapter. Additionally, Jackie is passionate about PR education, and through South Shore PR, she mentors students at the Brian Lamb School of Communication at Purdue and is a registered member of the Commission on Public Relations Education Research.

The recognition as a finalist in the Small Business of the Year category underscores the exemplary leadership displayed by South Shore PR. In a competitive business environment, we have stood out by showcasing qualities such as innovation, community engagement, and a commitment to positively impacting the local economy.

As a finalist for the Small Business of the Year Award, South Shore PR has demonstrated a solid connection to the community. Their involvement in local events, support for charitable causes, and dedication to fostering positive relationships within Michigan City have not gone unnoticed. This nomination serves as a celebration of their community-centric approach to business.

On March 15, 2024, the Stardust Ballroom at the Blue Chip Casino, Hotel, and Spa will be the stage for the Michigan City Chamber’s Annual Member Dinner. South Shore PR, along with the other finalists, will eagerly await the announcement of the winners. The evening promises a blend of celebration, networking, and updates to the membership, creating an atmosphere of camaraderie among Michigan City’s business leaders.

For South Shore PR, the nomination as a finalist for the Small Business of the Year Award is not just an accolade but a recognition of their impact, leadership, and commitment to the Michigan City business community. As they await the results at the Annual Member Dinner, the acknowledgment from the Chamber of Commerce serves as a catalyst for future endeavors and a source of pride for the South Shore PR.

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South Shore PR President Jacqueline Thomas is Leading the Way in Northwest Indiana’s Business Landscape as a 2024 PNW Woman on the Rise Honoree

South Shore PR President Jacqueline Thomas is Leading the Way in Northwest Indiana’s Business Landscape as a 2024 PNW Woman on the Rise Honoree

In Northwest Indiana’s business community, Jacqueline Thomas, President of South Shore PR, stands out as a beacon of leadership and innovation. Yesterday, Jacqueline was named among the distinguished honorees for the 2024 Northwest Indiana Women on the Rise as the embodiment of the spirit of success and community impact.

The annual Women on the Rise list by the Leadership Institute and the Society of Innovators at Purdue Northwest (PNW) celebrates women who have left an indelible mark on the region through their leadership, innovation, and entrepreneurship. Jacqueline Thomas, at the helm of South Shore PR, has not only earned her place among this esteemed group but has become a trailblazer in Northwest Indiana’s dynamic business community.

“It is truly an honor to be recognized alongside such accomplished and inspiring women in the 2024 Women on the Rise list. This acknowledgment reflects the hard work and dedication that I bring to South Shore PR in serving Northwest Indiana’s vibrant business community. I am proud to contribute to the diverse and robust business community of Northwest Indiana and look forward to continued collaboration and growth.”

Jacqueline Thomas- South Shore PR President

Under Jacqueline’s leadership, South Shore PR has become synonymous with excellence and innovation in the region. Northwest Indiana has not only embraced the services provided by South Shore PR but has recognized the immense value it brings to the community. The company’s commitment to delivering exceptional public relations services has made it a trusted partner for businesses looking to thrive in the local market and beyond.

Jacqueline’s journey as the President of South Shore PR has been marked by a deep commitment to community service. She understands the importance of giving back to the industry, which has been a foundation for her success. Jacqueline’s passion for community service goes beyond the boardroom, as she actively engages in initiatives that contribute to the development of aspiring professionals in the public relations field.

The 2024 Northwest Indiana Women on the Rise list is a testament to the region’s commitment to recognizing and celebrating the achievements of women who are shaping the business landscape. Through her exemplary leadership at South Shore PR, Jacqueline Thomas exemplifies the qualities that this list aims to honor – determination, innovation, and a passion for community development.

The reception scheduled for Thursday, March 21, from 4:30 p.m. to 6:30 p.m. CST at the James B. Dworkin Student Services and Activities Complex on Purdue University Northwest’s branch campus in Westville, Ind., will provide an opportunity for Jacqueline and the other honorees to network and connect with regional leaders, individuals, and organizations contributing to a stronger Northwest Indiana.

As we celebrate the achievements of Jacqueline Thomas and her fellow honorees, it becomes clear that their stories are not just individual triumphs but reflections of the collective success of women in Northwest Indiana. The Women on the Rise list serves as a reminder that when women are empowered and given the platform to lead, they contribute to the growth of businesses and the overall prosperity of the community.

With her dedication, vision, and commitment to community service, Jacqueline Thomas embodies the spirit of leadership that paves the way for a brighter future in Northwest Indiana. As she continues to inspire others, Jacqueline stands as a testament to the fact that success is not just about personal achievement but about the positive impact one can make on the community and industry at large. Cheers to Jacqueline Thomas and all the remarkable women on the 2024 Women on the Rise list for their contributions to Northwest Indiana’s thriving business landscape.

To Read the full announcement, Click Here
To buy Tickets for the event, Click Here

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How to Use TikTok For Business in 2024

Next in our public relations on social media series we will explore, TikTok. The platform has emerged as a powerful social media network that transcends entertainment and has become a potential game-changer for businesses. From captivating short-form videos to viral challenges, TikTok offers a unique opportunity for companies to connect with their audience in a creative and engaging way. However, with great power comes great responsibility, and businesses must navigate the benefits and pitfalls of TikTok strategically. Today, we’ll delve into the advantages, potential risks, and crucial considerations for businesses looking to harness the potential of TikTok in 2024.

The Benefits of TikTok for Business in 2024:

1. Audience Engagement:

   TikTok’s algorithm is supposedly designed to showcase content that resonates with users, providing an opportunity for businesses to capture the attention of their target audience. The platform’s emphasis on creativity allows brands to showcase their personality and connect with users on a more personal level. Customers and clients appreciate authenticity and TikTok provides a great way for an organization to show off that personality.

2. How to go Viral on TikTok in 2024:

   TikTok has a reputation for turning ordinary content into viral sensations overnight. A well-crafted video or challenge can exponentially increase brand visibility and reach, attracting a massive audience and potential customers. Be authentic, and showcase your brand’s personality, and the algorithm might favor you, and allow your video to go viral.

3. Using TikTok to Reach Demographic Diversity:

   TikTok’s user base spans across various age groups, and across genders, and socio-economic groups offering businesses the chance to connect with a more diverse audience. Whether your target demographic is Gen Z or an older demographic, TikTok’s broad appeal can be a valuable asset for any business.

4. Cost-Effective Marketing on TikTok in 2024:

   Compared to some traditional advertising methods, TikTok provides a cost-effective way for businesses to promote their products or services. The platform’s advertising options, such as sponsored challenges and branded content, enable businesses to reach a vast audience without breaking the bank. Be inventive and creative, it shows authenticity.

The Dangers of TikTok for Business in 2024:

1. Public Relations Risks for Businesses Using TikTok:

   TikTok, like any social media platform, carries the risk of negative publicity. When a PR issue happens on social media, it happens in rapid time, often ballooning into a full-blown crisis for organizations, before they even fully comprehend what has happened. Businesses must be extremely cautious about potential backlash, especially in a landscape where public opinion can shift rapidly. Poorly received content or misguided attempts at viral marketing can harm a brand’s reputation or even ruin a business.

2. Algorithmic Uncertainty:

   TikTok’s algorithm, like other social media platforms can be unpredictable, making it challenging for businesses to guarantee consistent visibility. While some content may go viral effortlessly, others may struggle to gain traction. This uncertainty necessitates a flexible and adaptive approach to content creation. Do not expect to go viral right away, if ever, even if you have the best content.

4. Competitive Landscape:

   With the platform’s popularity, competition is fierce, ever-changing and global. Standing out amidst the vast array of content requires creativity and a deep understanding of your target audience aka ideal clients. Businesses must continuously innovate to maintain relevance and outshine competitors.

Considerations Before Launching Your Business on TikTok:

1. Define Your Brand Voice:

   Establish a clear and authentic brand voice that aligns with your target audience (ideal clients). It is important to know your brand voice before you start on social media. A shift in your brand voice can be damaging to your business and will cause regular engagers of your content to flee. TikTok users appreciate genuine content that feels relatable, so maintaining authenticity is key to building trust.

2. Understand TikTok Culture:

   Familiarize yourself with TikTok trends, challenges, and user behavior. Do your research on and off of the platform. Find competitors that you think are using the platform well and ask, what are they doing well and how can your brand learn from what they’re doing, innovate and create something unique to your brand. Do your homework, do not skip on research!

3. Plan for Contingencies:

   Anticipate potential PR crises and have a crisis management plan in place. Proactively address any negative feedback or misunderstandings to mitigate potential damage to your brand’s reputation. This means you must monitor your social media channels at all times to stay ahead of any potential disasters. Remember never act out of anger, impulse or fear on social media. Online content lives forever, so if you do incur a social media crisis, follow your plan or consult a crisis management agency, such as South Shore PR.

4. Consistent Monitoring and Analytics:

Regularly monitor the performance of your content and adjust your strategy based on analytics (data). Understand what works and what doesn’t to refine your approach and maintain a positive public image. This is so important, to tell if your efforts are gaining the return you seek.

In conclusion, TikTok presents a unique opportunity for businesses to connect with a vast and diverse audience. However, success on this platform requires careful consideration, strategic planning, a deep understanding of both TikTok’s culture, and your brand’s identity. Also keep in mind, that just because this platform is popular, it may not be the right fit for your organization. By navigating the benefits and risks with a public relations mindset, businesses can harness the power of TikTok to elevate their brand and engage with their audience in innovative ways.

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Unlocking Success: Understanding the Power of Public Relations (PR)

In today’s business world, the term “Public Relations” (PR) has become increasingly necessary to the success of organizations across various industries. Whether you’re a budding startup, a nonprofit organization, a mom-and-pop business, or an established enterprise, grasping the fundamentals of PR is crucial for enhancing your brand image, fostering positive relationships, and navigating through the ever-evolving and complex media landscape. Today, we will delve into the world of PR, exploring its functions, significance, and the outcomes that can be achieved when executed effectively.

What is Public Relations?

The most basic definition can be boiled down to this: Public Relations is a strategic communication process that builds and maintains positive relationships between an organization and its target audience. It often encompasses various activities designed to create a favorable public image, enhance brand reputation, and establish strong stakeholder connections.

Functions of Public Relations:

  1. Media Relations: PR professionals either work on your behalf or guide organizations to engage with various media outlets to secure positive media coverage for the organization. This involves crafting compelling press releases and building relationships with journalists to ensure accurate and favorable reporting.
  2. Crisis Communication: PR is critical in managing crises and mitigating potential damage to an organization’s reputation. Effective crisis communication involves swift responses, transparency, and a well-defined strategy.
  3. Marketing Integration: PR and marketing, like peanut butter and jelly, go hand in hand. Combining efforts in marketing and PR creates a cohesive strategy that amplifies brand messaging, reaching a broader audience through diverse channels. When PR tactics are added to marketing campaigns, it’s like adding gasoline to a fire; it burns twice as bright and more intensely.
  4. Social Media Management: Social media is the new version of the town square, and if you aren’t engaging in it, you will miss out on your ideal customers finding you, and you won’t have a voice in the conversation. Social media is a powerful platform for communication that should be utilized. PR professionals leverage social media to engage with the public, address concerns, promote positive narratives, and quell adverse outcomes.
  5. Community Relations: Building strong ties with the community is essential for any organization. PR helps create and maintain a positive relationship between your organization and the community it serves.

Outcomes of Well-Executed PR:

When PR is done well, organizations can experience the benefits of many long-lasting positive outcomes:

  1. Enhanced Credibility: A well-crafted PR strategy establishes credibility and trust among the target audience, fostering positive perceptions of your organization. Credibility is more important now than ever, and if you aren’t taking steps to enhance your credibility, then you are damaging it.
  2. Positive Public Image: Successful PR efforts contribute to building a positive public image, which can attract customers, investors, and partners.
  3. Effective Crisis Management: Skilled PR professionals with crisis management experience will guide organizations through crises, ensuring they emerge stronger and more resilient and rehabilitate the organization’s image.
  4. Increased Brand Visibility: PR enhances brand visibility through carefully curated media coverage and strategic communication, ensuring that organizations remain top-of-mind for their audience.
  5. Stronger Stakeholder Relationships: PR’s primary function is to build and maintain relationships with stakeholders, including customers, employees, investors, and the community, creating a network of support for your organization to thrive.

Why Your Organization Needs PR ASAP:

In today’s media-rich environment, PR is not a luxury but a necessity, serving as a catalyst for success, enabling organizations to effectively communicate their messages, manage crises, and foster positive relationships. Integrating PR into your overall business strategy is crucial for staying relevant and resilient as the digital landscape evolves. Instead of leaving your organization’s reputation to chance or only using marketing to share your mission, partner with a skilled PR agency to communicate the messages that mean the most and reach the customers you truly want.

In conclusion, Public Relations is a dynamic and indispensable component of modern, healthy business strategy. Whether through media relations, crisis communication, or community engagement, the impact of well-executed PR extends far beyond traditional communication’s confines. Embrace the power of PR and unlock the full potential of your organization in the eyes of the public.

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