As a gal in public relations, I have touched a wide range of industries that include everything from real estate, reproductive services, apps, family farms, education and much more. Each client brings something unique to the table and always teaches me something new about PR.
Some of the lessons I’ve learned in the past year are the differences between consumer PR—which is more focused on utilizing media to gain publicity around a product, service or place: and corporate PR—which tends to utilize media to establish or heighten a company’s brand. Here are a few of distinguishing factors:
For corporations, language should be more straightforward and direct about what the company is, what it does, and why it’s important. It can still be exciting, but lot of times media messaging will incorporate industry terminology that may not make sense to the average person, but will make sense to industry professionals and will shed the company in a good light.
Don’t be fooled, though—there’s always room for overlap! For example, though a real estate companies tend to be corporate clients, if a residential building is in lease-up and the company is trying to attract potential buyers, that’s where consumer pitching comes in handy. On the flip side, for a client called Breather, we pitched both consumer and real estate publications as we promoted the company’s Boston launch because the client wanted to be known in that sector. In public relations, it’s all about knowing your client and what they want to accomplish—then making it happen.