When running a business the reputation of your company and its employees should be your number one priority. If you have a poor reputation within your industry it is likely to result in poor performance for the company. To gain a good reputation you need to demonstrate credibility in everything the company does and good PR can help to showcase this.
PR can be used in a variety of situations, including expanding into new territories, retaining customers, changing public perception, staying at the top of your market and crisis management.
One of the major impacts of effective PR is the relationships that PR professionals have with editors and journalists, which in turn results in the company achieving editorial coverage in local, national, trade and broadcast media. Media coverage achieved through PR is more credible than advertising and is likely to achieve better results, however when used in conjunction PR and advertising can work together to achieve maximum impact, successfully getting your key messages across to your target audience. PR specialists know which media to target in order to get their messages across effectively and have often acquired incredible contacts within the press industry; which all helps in getting the right coverage in the right media.
Public Relations can be less expensive than other forms of paid communications; whilst you are paying for the services of a PR specialist, what you achieve in the way of media coverage and the impact of public perception is worth much more. PR also has the benefit of being responsive to news and flexible in message content. A skilled PR professional can turn around media releases in reaction to news or crisis situations within hours.
Richard Branson once said that a good PR Story is infinitely more effective than a front page ad. Is he right? Let us know what you think, leave your comments below.