What is PR?
PR forms part of a company's marketing and communications strategy. It differs from advertising as the message is communicated to customers via editorial in the press, interviews on the radio and TV, and a host of other events such as launch events and sponsorships.
So it is just like advertising?
Whereas a company has direct control of its advertising (ie. What the advert says, where it appears), PR aims to influence the customer. We use our influence with journalists, and our understanding of what stories specific magazines will publish to gain positive exposure for a company.
Hence, recent studies have indicated that successful PR, such as positive editorial coverage in a trade publication, is far better regarded than an advert in the same magazine.
Why should we bother with PR?
Simply because all of your competitors are doing it. More and more businesses are realising the benefits that good PR can deliver. At its most basic level, continual coverage in the press gives you an advantage over your competitors. |
