Understanding Public Relations

Understanding Public Relations

In the food industry, you need your business and products to be foremost in peoples’ minds with a positive, enduring appeal.

The Chartered Institute of Public Relations define PR as:

“…about reputation – the result of what you do, what you say and what others say about you.

…with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”

From consumers to food industry critics to the media, a food PR agency plays an integral part in bringing your business, its fine reputation and products to the height of visibility.

Food marketing service providers are qualified and insightful, they maximise the reach of your products. Public relations is the most effective way to engage, inform and encourage potential customers to make a purchase and that is an essential result for survival.

Don’t try to undertake PR work alone. Trust an experienced, reputable food PR agency like Ceres PR. They learn about you, your business and products in depth so that they can fully appreciate what your aims are and then, fully invested, they take your message and product out in to the world.

The Ceres Team, for example, love the fact-finding side of their PR work because they want to know what makes their client tick and why your brand is special. As a PR food group, they see many products and have spoken to a wide range of food related businesses. Each one they’ve taken on has received excellent, highly effective PR services.


A food marketing services specialist should utilise all viable routes for B2B and B2C approaches and communications to yield the best results.

  • Digital media, including social media.
  • Creative in house produced video advertising and infographics.
  • Content marketing.
  • Blogs.
  • Events.
  • Other experimental but appropriate activities, e.g. news generation or crowdfunding.


The food industry is the focus of this article but PR is a global, multi-purpose tool used in these areas:

  • Business-to-business.
  • Consumer
  • Public affairs.
  • Public sector.
  • Charity.
  • Not-for-profit.
  • Social Responsibility.
  • Financial.
  • Property.
  • Healthcare.
  • The motor industry.
  • Technology.
  • Fashion.
  • Entertainment.
  • Sport.
  • Travel.


Jargon is widely in use in PR, but what do some of the common terms mean?

Community Relations: Corporate social outreach initiatives designed to build informed relations and communicate the role of a business in a local community.

Corporate communication: Public relations for a corporation. This is part of the company plan to meet objectives.

Marketing communication/marcomms:  These are marketing communications which focus on the product or service, rather than the business.

Above the line: This is advertising that is talking AT you rather than to you, so two examples are TV and radio.

Below the line: This is advertising that talks TO you, examples are leaflets and mail campaigns.

Social Messaging: A social media platform is used to communicate in real time.


Give your PR work to a leading food PR agency and give your business and product the best launch and sustained campaign possible.


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