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Relationship and marketing

The most strategic role of a public relations (PR) helps in an organization’s promotional strategy. An organised approach for leveraging public relations opportunities can be just as important as advertising and sales promotions. It is one of the most effective methods to communicate and relate to the market. PR is powerful and, once things are in motion, it is the most cost-effective of all promotional activities.

PR involving a variety of programs is designed to maintain or enhance a company’s image and the products and services it offers. Successful implementation of an effective public relations strategy can be a critical component to a marketing plan.is

         Importance of public relations in marketing: –

  • PR increases brand credibility– Effective public relations not only builds and sustains relationships, but it also establishes credibility in your industry. Credibility is the quality or power of inspiring belief. Credibility is an intangible asset that all companies desire, but an organization can’t simply advertise that they are credible – and saying “we are the leading experts” doesn’t quite work either. The only thing that works over here is public relations.
  • Increase profit, sales and leads- PR isn’t complete without marketing. Enhancing company’s reputation through a range of unique PR practices makes it likely that new potential customers will find their way right to its door. Customers and clients will have more options to connect with the company through its business stories and press releases. PR agencies make that possible by helping organizations to craft the right messages to resonate with their target customers in impactful ways. In the end, that means bigger profits.
  • PR changes the way people think about a business- The online world allows people to say whatever they want about a business, true or not, with the business being able to do very little about it. A large number of businesses get a bad reputation without doing anything to deserve it, while other businesses are not within easy online reach of their intended markets. Both circumstances are hardly ideal. This can be fixed through PR campaigns. It is supporting and the right campaigns and increasing awareness for a brand while maintaining a positive and consumer-resonant image.

Audiences are also more likely to listen to a message coming from an objective source, as opposed to paid-for advertising. By leveraging their connections with influencers, PR agencies can gain trust for a company.

  • PR enhances online presence- Everyone is digitally connected in today’s world, and PR helps companies to create a strong online presence that is highly visible to their target audience. These agencies are providing businesses with support and guidance to help them market themselves online while being constantly ready to step in when a disaster occurs or something threatens to damage the image the company has been building.

Public relation specialists can identify the best channels and influencers to spread a company’s message to the right people, and they can use their experience and industry connections to maximize reach.

Alike foundational goals of marketing, effective public relations seeks to communicate information to:

  • Launch new products and services.
  • Reposition a product or service.
  • Increase interest in a product, service, or brand.
  • Influence specific target groups.
  • Protect products or services that have suffered from negative press or perception.
  • Enhance the firm’s overall image.
  • The outcome of an effective PR strategy is to generate additional revenue through greater awareness and information for the products and services an organization offers.

Need of a long-term approach to PR

Over the years, our PR agency has received many calls from businesses looking for a one-off media release to be written and distributed on their behalf. This ‘quick fix’ or ‘as needed’ approach to PR is short-sighted and may not produce the best results for your business or project. Here are four reasons why a long-term approach to PR can help you achieve the continuing and meaningful results you need in order to take your business to the next level.

Although reading a positive article about an organisation you had never heard of may make you think of it favourably, this impression will likely last a few days. We absorb such an incredible amount of information; it is impossible to remember everything we read for the first time. It is only when we start seeing and hearing about an organisation over and over again, through various platforms, that we begin forming a long lasting opinion. Repetition is key. In order to build your profile as the expert in your industry or the best product in the market, you need the sort of repetition that can only be found in a sustained approach to public relations.

So if you’ve been tempted to use PR to create short bursts of activity for your business, it’s time to re-think your strategy. Intelligent, strategic PR planning will deliver meaningful and long-term results with real bottom line impact.


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