Public relations sometimes involves a company, organization, or individual getting increased exposure to larger audiences using news stories and other topics with high levels of public interest that do not require direct paid advertising.
It is a process that involves relaying information to the public via news releases, feature articles, interviews with reporters, etc.
The purpose of this type of communication is to inform and educate the public about a company’s accomplishments, products and services and thought leadership positions on issues of importance to both the audience and the organization.
The goal of PR isn’t to sell products, but to create awareness about a product or service. PR practitioners are often called upon by organizations for advice on news releases that can be sent out to media outlets in order to draw attention to an event or cause.
PR vs Traditional Marketing
Conventionally, companies advertise products with the traditional method in which they create an advert and then place it in newspapers or on television.
However, this is not always effective because the people who are watching these ads may not be interested in buying the product.
PR is much better when it comes to promoting products because it allows brands to reach out to as many people as possible at once.
With the aid of PR, a big event such as a new product launch or an anniversary becomes a unique opportunity to tell the world about a company’s achievements.
PR is more effective than traditional advertising for a number of reasons.
It is more cost-effective because PR professionals can make sure their message is delivered to the right people at the right time for a fraction of the cost of a traditional ad campaign.
It is also more targeted because PR professionals know how to craft messages that resonate with specific audiences and deliver them through channels that those audiences use most often.
That means they’re much more likely to reach the people who will be most interested in what they have to say.
PR also lasts longer because when brands invest in PR, they’re not just getting an ad buy or two, they’re also building relationships with journalists and influencers over time.
These individuals will continue to share brand stories long after initial announcements have been made public.
Despite the benefits of PR over traditional marketing, Public relations is not a replacement for advertising.
It is a means of communicating with consumers, the media and other stakeholders to gain visibility and build awareness in a way that leads to business growth and reputation enhancement.
Public relations helps brands reach more people than other forms of marketing.
It provides opportunities for direct communication with customers, prospects and influencers through various channels such as social media, print media, digital media and more.
Telling a Brand’s Story with PR
Public relations offers a brand the chance to tell its story in an authentic way that resonates with target audiences.
This helps create trust between the brand and its target audience by making them feel connected to the brand unlike companies that are trying to sell them something.
Public relations tells the story behind a brand; what makes it unique, how it came into existence, what values or beliefs are held by its founders.
Knowing these elements increases consumer loyalty and also adds value to their lives in some way or another.
Unlike advertising (which often comes across as inauthentic), public relations allows businesses to establish themselves as thought leaders in their industry or niche.
With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.