What is PR?
PR, public relations, or press relations, is all about ‘reputation management’ – it’s the marketing discipline that looks after and enhances the reputation of your business.
In its simplest form, PR works by generating editorial coverage for you in printed or online media such as trade journals. An example of this would be a piece written about your company, or one of your products, in a trade magazine.
What’s the difference between advertising and PR?
Advertising and PR should not be confused – there’s a huge difference between them, not only in the way they work, but also in their effectiveness. Advertising is ‘paid for space’ and guaranteed to appear when, where and how you choose. It will carry your value proposition, but one-dimensionally and at a cost.
PR, on the other hand, is not ‘paid-for’ space and is not guaranteed to appear at all, because its inclusion is determined by an editor or journalist at your target publication. But when it does appear it carries much greater authority than the equivalent advertising space because it effectively carries a third-party endorsement from the publication. That’s why PR is so effective at enhancing your credibility, shaping the way you are perceived and managing your reputation.
Your reputation is too valuable an asset to leave to chance, so PR needs to be carried out regularly, consistently and professionally. Effective PR requires specialist knowledge and specific skills.
PR is most successful when it’s used as part of an integrated marketing strategy. It can create synergy with websites, exhibitions, literature, advertising etc. PR helps to provide a clear and consistent message across all communications, which adds value to all your marketing initiatives. It’s important that all your supporting marketing collateral is in place and strong.
To see how your business could benefit from effective PR, call us today on 01435 863432.
CIPR Definition of Public Relations:
“PR is the discipline that looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.”