First-things-first, let’s iron-out and reiterate why PR is
by far one of the most effective weapons your business can deploy to generate
awareness and ‘buzz’ about your brand/product, especially if budgets are
limited!
1) PR can prove to be an economical way to reach a mass
audience, stimulating awareness of - and demand for - your
brand/products/services.
2) PR can aid the development of a stronger and more controlled image; since PR usually involves the media outlet covering a story, these ‘stories’ can long outlive the immediate impact of advertising for example.
3) PR can help create the perception that a company is active and on the move.
4) PR, or more specifically editorial coverage of your PR message, has up to 7x the credibility of advertising; editorial is conveyed and controlled by a third-party, in contrast to advertising - which is paid for and controlled by the company it’s for - and is therefore considered more ‘truthful’.
5) It provides an advantage over competitors who do not use PR effectively.
6) PR can increase search-engine visibility and organic results.
2) PR can aid the development of a stronger and more controlled image; since PR usually involves the media outlet covering a story, these ‘stories’ can long outlive the immediate impact of advertising for example.
3) PR can help create the perception that a company is active and on the move.
4) PR, or more specifically editorial coverage of your PR message, has up to 7x the credibility of advertising; editorial is conveyed and controlled by a third-party, in contrast to advertising - which is paid for and controlled by the company it’s for - and is therefore considered more ‘truthful’.
5) It provides an advantage over competitors who do not use PR effectively.
6) PR can increase search-engine visibility and organic results.
Now, let’s tackle some of the misconceptions…
PR is not something that can be measured and translated into
direct sales, nor should any one particular media be discounted purely on the
basis it hasn’t generated a direct result (such as a sale or enquiry). PR
is a long-term commitment and its primary purpose is to maintain image and generate awareness.
When you receive a piece of editorial about your
brand/product, it generates a level of credibility with the
reader. The higher they rate the media, the higher the perceived
credibility of the brand/product. For example, if you read about a
‘flying pig’ in a copy of the free local newspaper, you’d probably be far more
cynical about the story than if you’d read it in, say, The Times national
newspaper.
Studies have proven that it will take a person on average,
three times to see/hear a repetitive message before their conscious psyche
recognises it and they subsequently begin to act on that message – again, this will
also depend upon their own perception of the credibility of the media.
PR is an investment that takes time. A media release doesn't generally get published the day after it's written. Lots of time is spent writing material, developing media lists, and selling-in, prior to a 'story' hitting the headlines.
