Telling the world about your business
We deliver your message to target audiences to generate valuable publicity for your business.
Do You Need PR?
Many people confuse public relations with marketing and advertising, but they are fundamentally different. Advertising is a paid message which cannot establish credibility. Public relations generates unbiased editorial coverage based on a reporter’s assessment of newsworthiness, quality and uniqueness.
What Public relations represents
Public relations often delivers far more influence than advertising – at a fraction of the cost. For example, a single magazine ad can cost as much as an entire year of professional public relations services.
Public relations also encompasses a wide range of activities, including public and community education, business-to-business communications, new business development, media and press tours, seminars and special events, crisis communications, and audio/visual content development.
Public relations process
Public relations is the process of strategically communicating with the people who are important to your business. The key steps in this process are:
Determine your position in the marketplace
Who are your competitors and what makes you different and sets you apart from your competitors?
Who will purchase your product or service, and who has a significant impact on your business?
Determine which media are best targeted at your selected audience
Media might include trade and technical publications, business press, consumer press, television, radio, newspapers, magazines, podcasts, blogs, influencers or social media
Formulate a strategic message to each target audience
Develop a plan that outlines objectives, strategies, timelines and budgets for each target audience
The tactics for executing a public relations campaign are limitless, including press releases, analyst tours, press conferences, media tours, special events, articles and white papers, speaking engagements, trade shows, awards, and more.
Public relations campaigns can be large and expensive or small and budget-friendly. What matters most is the company’s story and how it connects with its target audience. When a company offers a strong product or service with clear market potential, promotion becomes straightforward. The key is developing and executing a solid, strategic plan that supports your business objectives.
Results
One of the biggest questions companies have about public relations is what they’ll get from their investment. Measuring the effectiveness of PR can be challenging because it’s often a subtle process.
PR is a tool for shaping image, influencing opinion, persuading, and changing behavior. When approached strategically and consistently it works, but you cannot do “a little PR” and expect big results. The impact of PR grows over time through repetition of key messages across multiple contexts.
A good campaign reaches and educates the people who influence market opinion in your area and provides convincing evidence that your company offers the best quality, service, or solution. Ideally, these influencers then share your message with your target audience.
In the right circumstance, PR is extremely effective. However, it should not be seen as a replacement for advertising or strong management. PR is one piece of the overall marketing picture and when used well, can deliver significant results.
“Thank you for your wonderful media services! You have done a great job and you’re worth every penny!”
Debbie Norwitz
Adventure Travel
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