There are some compelling
reasons for making PR a cornerstone of your organization's strategy of growth.
This might even include shifting some of your advertising resources to your PR
efforts.
As a consumer views third
party coverage of a service or product, PR is perceived a lot differently than
a traditional advertisement. As we view an advertisement, we know a company is attempting
to sell us something. On the other hand, when a third party, like the media,
endorses a service or product, that business gains credibility. Consumers are a
lot more likely to buy something based upon a third party endorsement than an
ad. The ad is paid for, and the media coverage may not be.
A regular PR program will
assist in building general awareness of your service, product, or brand.
Additionally, the visibility from such a campaign can make your company look
more established and larger than it is -- something that can assist you in
securing funding, customers, as well as partnerships. Understanding the
differences between advertising and PR, and how PR can augment your efforts, is
an important part of your business marketing plan.
Public relations is also
great for your bottom line. Public relations can be a lot cheaper than
advertising, and the advantages of public relations may be a lot more
significant than the advantages of advertising. An excellent media placement
may lead to tremendous growth and a significant rise in sales, and because the
majority of small businesses have a special story to tell, they're intriguing
to the media.
Written by Miranda Manquit
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