PR and Marketing for the Golf Industry

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A Challenging role of a PR professional in the current climate

As featured in the next edition of the Golf Business Development Magazine

PR or Public Relations can mean different things to different people. Many people associate it with the black arts of spin and Machiavellian political manoeuvring. Some confuse it with marketing and, even less accurately, with advertising. In the current economic climate the level of understanding of PR and the role of the PR professional seems to have diminished even further as it finds itself parked alongside the other “luxury” items in the company budget which have to be shelved until things improve.

So what is PR and what can it really achieve for your business? The most recent definition from the Public Relations Society of America (PRSA) states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organisations and their publics.” Leaving aside the inelegance of the latter part of that statement, the key words are “communication” and “relationships”. PR is about building relationships with people, usually in the media, that can influence your clients and then through them telling your clients why you are special and why they should buy your product or service. Note that the words “advertising” and “sales” do not appear in the definition. I will come back to that later.

View the full pdf here.

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Posted on January 4, 2013 by admin@golfcomms