I often get asked why PR? What can PR do for my business that advertising or marekting can’t. Whether you are a small business, start-up company, or simply expanding into a new country or geographical area, PR is an important tool for you. Here is what I think…
Credibility – Public relations holds a powerful position in the communications suite. One of the major impacts of PR is media relations, which assists you in achieving editorial coverage. People in your target market may see editorial as an independent and objective evaluation of your company. Due to the perceived objectivity of editorial coverage, PR is said to hold more credibility than other forms of marketing communication. Editorial coverage is trusted more than running an advertisement.
Cost Effectiveness – Public relations can be less expensive than other forms of paid communication, even if you hire an external public relations agency rather than performing this task in-house. Whilst you are paying for the services of a PR specialist, what you are achieving in the way of media coverage and changes in public perception may have otherwise cost you much more.
Exposure – Media coverage achieved through PR is likely to be more extensive than that which you would achieve through advertising, given a similar budget. Specialist PR people know which media to target for which message (and often have cultivated incredible contacts), what content the media want, when to pitch them which story and what is the best way to deliver your message.
Flexibility – Public relations has the benefits of being flexible in message content and being responsive to news. A skilled PR professional can turn around media releases in reaction to news or crisis situations within hours.