ROI:
According to Marketing
Sherpa few CEOs understand or appreciate the value
of investing in PR. However, it is proven that PR can
enhance existing advertising and branding strategies
while being a significant sales driver on its own.
Public
Opinion: Most people still form their opinions
based upon news
stories and information they receive during their
daily routines. A strong PR campaign helps to raise
public awareness and a well-positioned article in mass
media can still influence public perception.
Long
Term: Public relations work is a long-term
strategy. While there are the occasional crisis
communications, over the long haul PR is all about
molding public perception, building brands, and
obtaining third party credibility. Long after an ad
campaign has died, the PR campaign lives on.
Credibility:
A company that tells its own story through advertising
can be second-guessed. A company whose story is told
through credible third-party sources appears above
reproach. Effective story placement in mass media and
positive online exposure provides the kind of
credibility that advertising budgets can't buy.
Communication:
You can't tell your story in a 30-second TV
commercial. But you can in an interview with a
journalist, a feature story in a magazine, a blog
post, or a newspaper article. The depth of content you
can provide through PR helps to build a stronger image
of your company in the public's eye.
Speed:
Today's media travels at warp speed. The ability to
react is now secondary to the ability to be proactive.
Getting your story and angle in front of the media
instantly requires a strong and effective PR element
that has been crafted in advance.
