Public relations, also known as PR, can help raise your company’s profile and credibility. This guide will help you recognize and capitalize on the opportunities, regardless of whether you do it yourself or hire an agency.
The role of public relations
A public relation is an important tool in the promotion mix. Public relations, unlike paid marketing programs like advertising your company, is focused on earned media.
Public relations is all about managing perceptions, or how people perceive your business.
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Public relations aims to:
- Increase awareness
- Improve your business’ reputation
- Attract customers
- Strengthen relationships
Public relations can include:
- proactive — for example, sharing positive stories to increase your business profile
- reactive: Responding to an event that could have a negative effect on your business’s image.
Public relations: The benefits and the risks
Public relations can:
- Influence the attitudes and behaviors of potential and existing customers
- Marketing on a limited budget can play a crucial role.
- You can rely on independent sources for credibility.
Well-planned PR initiatives can be a boon for businesses of any size. Here are some examples:
- Local plumbers can be promoted through community groups, trade networks, and local media.
- National procurement software providers can be promoted through industry associations and specialized publications.
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Although PR is more cost-effective than paid marketing, you will have less control over content and timing.
Mathew Despins is a marketing specialist based in Boston, Massachusetts. He has worked with a number of global brands.