PR is about managing relationships and normally delivers the message not addressed by conventional advertising. It’s when a company puts a stake in the ground and wants to tell the world at large what they are doing.
PR often goes wrong because the owner of the business fails to communicate their vision and message to a third party agency making the activity effectively pointless.
It’s important that PR starts with the owner and ends with the owner. Effective PR campaigns followed by advertising increases the end users’ likelihood of purchase by three times.
PR needs to be genuinely newsworthy. Simply saying you have gained a new client is rarely of interest.
PR is not a one off experience. It needs to be based around a specific campaign possibly using two press releases per month.
It’s important to visualise what the end user wants to hear and not what you want to tell them. Perhaps the most cost-effective PR is specific testimonials on your website. But without PR, how else can you manage complex stories over an extended period of time?