A well-planned public relations campaign is a key to every successful businesses’ marketing mix.
There was a time when a good reputation alone – spread by word-of-mouth – was enough to create and maintain a successful company.
Those times, however, are long gone.
More than ever, positive public awareness is vital to a firm’s success and this positive public awareness is best achieved today through a public relations (PR) campaign rather than a traditional advertising strategy alone.
People often confuse PR with advertising, but the two are dramatically different. Simply put, advertising places adverts while PR places news.
Both are designed to generate consumers’ interest in a product, event or service.
Both often use the same media – print, radio and television and the internet/social media. But this is where the similarities end.
An effective PR campaign, which generates favourable exposure through newspapers, magazines, TV, radio and the internet/social media, has a wider reach than other forms of communication.
And the public lends more credibility to articles they read and stories they hear than they do advertisements.
A carefully crafted PR campaign will raise media and consumer awareness of your business that can be measured and that does increase interest and sales.
If you have employed a hardworking and creative agency with excellent media contacts, you will be able to see a return on your investment too.
A recent campaign we worked on for one of our clients showed that for every £1 they spent they received £16 of editorial coverage. They were able to watch their dough rise!