{"id":608,"date":"2017-12-04T08:08:37","date_gmt":"2017-12-04T08:08:37","guid":{"rendered":"http:\/\/scoreindia.org\/blog\/?p=608"},"modified":"2024-08-30T07:36:49","modified_gmt":"2024-08-30T07:36:49","slug":"business-development-in-public-relations","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/business-development-in-public-relations\/","title":{"rendered":"New Business Development in Public Relations"},"content":{"rendered":"<p>Business Development in Public relations is an integral part of any organisation and works more or less in a similar fashion everywhere.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/business-development-in-public-relations\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/business-development-in-public-relations\/#How_exactly_Business_Development_in_Public_Relations_work\" >How exactly Business Development in Public Relations work?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/business-development-in-public-relations\/#Having_been_a_part_of_pitches_for_Business_Development_in_Public_relations_I_feel_the_following_are_important_points_to_be_kept_in_mind_while_targeting_new_businesses\" >Having been a part of pitches for Business Development in Public relations I feel the following are important points to be kept in mind while targeting new businesses:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/business-development-in-public-relations\/#What_is_the_strategy_used_for_B2C_brands_in_Public_Relations\" >What is the strategy used for B2C brands in Public Relations?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/business-development-in-public-relations\/#What_makes_experimental_marketing_a_PR_success\" >What makes experimental marketing a PR success?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>What is the work of Business Development in Public Relations?<\/li>\n<li>What is Experimental Marketing?<\/li>\n<li>Does Business Development only has to deal with achieving targets?<\/li>\n<li>Does Business Development only has to bring in more clients?<\/li>\n<\/ul>\n<h1><span class=\"ez-toc-section\" id=\"How_exactly_Business_Development_in_Public_Relations_work\"><\/span>How exactly Business Development in Public Relations work?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>In some Public Relations firms, leads for new businesses are generally brought by the people heading the company or senior members. In others, there is a separate team that works on business development and their sole responsibility is to accomplish their targets.<!--more--><\/p>\n<p>Whether you are a part of a specialised team or not, as a PR Professional you ought to understand the business of PR thoroughly to get new business.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Having_been_a_part_of_pitches_for_Business_Development_in_Public_relations_I_feel_the_following_are_important_points_to_be_kept_in_mind_while_targeting_new_businesses\"><\/span>Having been a part of pitches for Business Development in Public relations I feel the following are important points to be kept in mind while targeting new businesses:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li><strong>Know the company and the industry they are in:<\/strong><\/li>\n<\/ol>\n<p>It is important for a PR firm to be well-versed with the industry of the company they are pitching for. For example, if they are pitching for a company like Monsanto, they should be well versed with the agricultural industry, Monsanto\u2019s competitors, latest news, upcoming products and technologies etc. This knowledge helps a PR firm understand what their existing strategy lacks, if at all, and how it can be improved.<strong>\u00a0<\/strong><\/p>\n<ol start=\"2\">\n<li><strong>Understand their objectives:<\/strong><\/li>\n<\/ol>\n<p>A PR firm usually receives a brief from the client after which they make a sales pitch. It is critical that every member of the team pitching for a client reads and understand the objectives of the client in detail. If these are not well understood then one may prepare a pitch which does not support the future objectives of the client.<\/p>\n<ol start=\"3\">\n<li><strong>Bring fresh ideas to the table:<\/strong><\/li>\n<\/ol>\n<p>In spite of being satisfied by their existing PR firms, a lot of companies look for new PR firms to bring freshness to their campaigns. Hence, it is very important that your pitch must portray new thinking. Even if the company does not eventually adopt those ideas, they will be happy to see that the minds are at work.<strong>\u00a0<\/strong><\/p>\n<ol start=\"4\">\n<li><strong>Build on existing ideas:<\/strong><\/li>\n<\/ol>\n<p>One must not forget the work that has already been done by a brand. They should see how they can add value to the existing work. A lot of campaigns have the potential to be built upon and that aspect must be fully explored.<strong>\u00a0<\/strong><\/p>\n<ol start=\"5\">\n<li><strong>Add value: <\/strong><\/li>\n<\/ol>\n<p>A firm must be able to showcase the additional value they can provide as communication partners. They must be able to depict how they will move the needle, and will not be mere mediums of passing information to the media. The PR pitch should showcase how their storytelling will build their client\u2019s brand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_is_the_strategy_used_for_B2C_brands_in_Public_Relations\"><\/span>What is the strategy used for B2C brands in Public Relations?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It is common to see B2C brands linking their PR strategy to experiential marketing. The two are becoming closely connected and are leveraged for the common purpose of engaging with the consumer. We often see beverage, airline and lifestyle brands clubbing experiential marketing with Public Relations. The brands which are successful thoroughly understand how to engage with their key stakeholders \u2013 consumer and the media. If the campaign is successful it is (almost) always able to create a huge impact on both the stakeholders.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_makes_experimental_marketing_a_PR_success\"><\/span>What makes experimental marketing a PR success?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Engagement with Target Audience:<\/strong>\u00a0Engagement is the most important part of any experiential marketing campaign. If you (as a brand) cannot engage with your target audience then the campaign implemented is of no use. The element that makes experiential marketing a success is the two-way communication versus a one-way dialogue.<\/p>\n<p><strong>Excitement:\u00a0<\/strong>An experiential marketing activity engages with the audience in the best manner if it is able to generate excitement. When your target audience is attracted to know and experience what you have; that is when your creativity has made an impact.<\/p>\n<p><strong>Relevance:<\/strong>\u00a0What is a fruitful activity if it is not done for the right people? Hence the relevance of the campaign to its target audience should be on point. If a product is targeted at mothers and the marketing attracts grandfathers then it is not a good use of effort, time, money and resources.<\/p>\n<p><strong>Emotional:\u00a0<\/strong>Brands are often able to create an impact on their target audience if they are able to touch them emotionally. We have seen airline brands and also beverage brands do that very successfully in the past.<\/p>\n<p><strong>Social Media:\u00a0<\/strong>Social media is a big part of what we do today. While offline engagement is important, online engagement has become equally essential. With the inclusion of social element one may reach out to a much larger set of audience in no time.<\/p>\n<p><em>Got any other ideas for\u00a0Business Development in Public relations? Share them with us!<\/em><\/p>\n<p><strong>\u2013 Radhika Nandwani<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-58 size-medium lazyload\" data-src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/05\/Radhika-Nandwani-191x300.jpg\" data-sizes=\"(max-width: 191px) 85vw, 191px\" data-srcset=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/05\/Radhika-Nandwani-191x300.jpg 191w, http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/05\/Radhika-Nandwani.jpg 252w\" alt=\"after being a student of mass communications, radhika took a plunge into the public relations profession and media relations, working with a leading PR firm. she was a founding team member of india's top best media pr school - SCoRe\" width=\"191\" height=\"300\" data-wp-pid=\"58\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 191px; --smush-placeholder-aspect-ratio: 191\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-58 size-medium\" src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/05\/Radhika-Nandwani-191x300.jpg\" sizes=\"(max-width: 191px) 85vw, 191px\" srcset=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/05\/Radhika-Nandwani-191x300.jpg 191w, http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/05\/Radhika-Nandwani.jpg 252w\" alt=\"after being a student of mass communications, radhika took a plunge into the public relations profession and media relations, working with a leading PR firm. she was a founding team member of india's top best media pr school - SCoRe\" width=\"191\" height=\"300\" data-wp-pid=\"58\" \/><\/noscript>Radhika is the Corporate Communications Advisor at Dell\u2019s Performance Analytics Group. She started her career in 2011, with one of the leading public relations\u00a0firms of India \u2013\u00a0<a href=\"http:\/\/india.mslgroup.com\/\">MSLGROUP<\/a>, specialising in technology brands. The campaigns executed by her while at MSL, have won several public relations\u00a0industry awards including SABRE and PR Week Asia. In her last role, she was the founding team member and the marketing communications manager at\u00a0<a href=\"http:\/\/scoreindia.org\/blog\/a-letter-to-class-of-2017-pr-school-score\/\">SCoRe<\/a>. Radhika is an English graduate and holds a Master\u2019s degree in Mass Communication. She loves reading and is passionate about gender equality, food and Bollywood. She can be reached at\u00a0<a href=\"http:\/\/twitter.com\/RadhikaNandwani\">@RadhikaNandwani<\/a>\u00a0on Twitter and here on\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/radhikanandwani\/\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":610,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[34,6],"class_list":["post-608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-business-development","tag-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Business Development in Public Relations: Insights from PR School<\/title>\n<meta name=\"description\" content=\"Business Development in Public Relations in sometimes led by leadership, others have separate team dedicated to it. 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