A few of the most frequently asked questions made by clients (current or prospective) that are new to the whole PR industry and its effectiveness, are what makes a successful public relations programme? What does it cost? Does my company really need it? Can I do it myself? etc.
A successful public relations programme involves a number of activities that will help a company/organization to stand out from its competitors. We all know that paid advertising increases name recognition; BUT good media relations (PR) increases credibility. When people read a story about the excellence of a company/ organization in a newspaper or see a positive story on TV, they are much more likely to have a favourable opinion of the company/organization. PR increases credibility, it helps the client to attract those who want the best. When people have heard of you and have a favourable impression of you, it is easier to attract and hold their attention while you tell your story. I think we all agree on that. If people believe that you are the best, they will understand why it is worth paying your price, no matter what that price is. All a company/organization needs to do is to contact the right PR agency and with the right brief allow the industry experts to put together a plan with goals and objectives. Define the target audiences and the target messages. The PR agency will plan how its media relations programme will fit with the clients other marketing communications programmes.
How much will it cost? Definitely a lot less than advertising! Does my company really need it? If you are not 100% happy with your company’s brand awareness, revenue and exposure then I guess the answer is YES! Can I do it myself? Can you swim safely alongside a great white shark, or better yet can you fly? The answer is definitely NO, but you can always try!
Unless you are a celebrity, good public relations just doesn’t happen on its own. It takes a lot of skill, and consistent hard work, over a period of time. It’s part art, part science and when practiced correctly the results can be very rewarding. The bottom line: PR, vs other marketing communication tools, delivers the most bang for your buck!
