So what exactly is considered public relations? This question was posed recently to Jeffrey Millar of Millar / Hollander during a recent client workshop. “When the public’s opinion matters, this embraces the very essence of public relations,” answered Millar. “Many people, including senior management, confuse branding with public relations. Public relations define what people perceive about a brand from their perspective.

“Public Relations includes the art of storytelling. The better the story, the more it matters. Consumers like stories that are true and well told or stories that contain information that the consumer finds useful. People like stories that are relevant, yet unexpected, and they like
‘I didn’t know that’ stories.

“Media also loves a good story, but loathes an advertising pitch disguised as a press release.

“PR is most effective when you keep asking the question: ‘does the public’s opinion matter?’
Each time the answer is ‘yes’ you should be engaged in public relations.

Public Relations also includes situation analysis, strategic planning, crises management
preparation and many other aspects that effect the way a brand interacts with the public and
the way the public interacts with a brand.