Public Relations (PR) has formed part of the wider marketing mix with large businesses for some time. However, it is also perfectly positioned to achieve excellent results as a stand-alone activity – and can be more cost-effective than advertising to boot!
Advertising is paid one-way communication to increase business. It can be costly and only works so long as you pay for it. You have total control of the message, but it is not as believable as PR.
Think about the last ad you saw. You knew it was saying, “We are the best”, and you knew it was not necessarily true.
PR, on the other hand, is about building a positive brand image and trust by showcasing your products or services as positive news stories or articles in print, online or broadcast media. Good PR stories will run in multiple media at no extra cost.
Remember the last time you read a great review in the paper or online? Because someone else endorsed the business, you were far more likely to believe that news story over an ad?
Many companies don’t have the budget for both PR and advertising. PR is a more cost-effective way to get exposure. And every company has a story worth telling. Yes – even yours.
Here are 10 ideas for newsworthy stories should work for most businesses:
PR works better as an ongoing strategy for sustained media exposure but can be used for one-off announcements. A good PR consultant can identify what sorts of opportunities there are for your business, and manage the process for you.
Fiona Hamann, Principal, Hamann Communication