Facing difficulty in deciding how to promote your brand? Don’t know how to integrate public relations strategies into your marketing plan. The lines have become so blurred in this age of integrated marketing that PR and marketing tactics are consistently crossing paths—but are typically not coordinated in advance.
Public relations (PR) is the process of maintaining a favourable image and building profitable relationships between an organization and the public communities, groups, and people they serve all around. Unlike any advertising, which tries to create great impressions through paid messages, public relations do not pay for attention and publicity. Instead, PR strives to earn a favourable image by drawing attention to newsworthy and attention-worthy activities of the organization and its customers from all over. For this reason, PR is often referred to as “free advertising” in many places.
In fact, PR is not a costless form of promotion. It requires salaries that need to be paid to people who oversee and execute PR strategy and work for the firm. It also involves expenses that is associated with events, sponsorships and other PR-related activities all around
Companies usually hire PR while launching their brand. unveiling a new product or reaching a business milestone—but how about after the dust settles on these events? They play a major role in branding the product throughout the company’s existence. Utilising PR in its best form becomes really beneficial for the company and can take company really high.
They shape market perception in the industry or in any place where the brand operates.
- They Inform target audiences about positive associations with a product, service, brand, or organization all over.
- Generate goodwill among consumers, the media, and other target audiences by raising the organization’s profile all over the market.
- Stimulate demand for a product, service, idea, or organization
- They head off critical or unfavourable media coverage
- Build and maintain a positive image in the market
- They maintain good relationships with influencers who in turn influence people all over with different age groups
If PR and marketing teams start collaborating together, company can achieve huge brand success. Messages delivered through PR channels such as articles, conference speakers or reputable bloggers are subconsciously regarded by consumers as more legitimate than those presented through marketing tactics. Generally, people can clearly recognise that advertising and marketing are driven by a company’s desire to increase sales. However articles that have a well-known journalist’s name on them, or presentations by someone classified as an industry expert are more likely to be received by the consumer as a credible source and they consider this on well-known basis.