Who Needs Public Relations?

Delivering a message to the world served by an effective media strategy catering to targeted audience niche and achieving the expected returns has become an extremely challenging job for every individual and every company in present competitive environment.

It is very important for a company to market itself to accomplish goals of publicity and reach its target audience. To achieve this goal marketing executives employ 'advertising strategy'. Though for most of the marketers or manufacturers, advertising is not turning out to be as productive to their expectation. It has been noticed in a survey that 83 percent of companies are not satisfied with the results they receives from their advertising campaigns.

Advertising, most of the times, does not work well due to the number of reasons like skepticism and cluttering of message delivered to the audience. Moreover advertising costs you extremely high, especially, when you are operating in a big market. On the other hand Public relations, is far better than advertising both in terms of spending as well as delivering the message. The reason for which PR is considered more effective in accomplishing the market goals as compared to advertising because it is driven by the 'third-party endorsement'(Media) that means someone else has expressed positive opinion about your brand or product. People believe endorsements through third party as third party is neutral opinion maker and does not show invested interest in product or company. In public relations, you gain conviction of an elderly and experienced person who gives opinion about your product otherwise in advertising it is wastage of huge amount of money without any assurance for success. Public Relations is always far better proposition than advertising for following three reasons:


Credibility: No matter how funny, dramatic, pleasing or clever an advertisement it is, but finally it is self-serving. As a matter of fact, we all understand that an ad is merely a pitch, even though it is cleverly disguised. On the other hand, PR goes through a filtration procedure. The information is deemed by an expert, a reporter or an editor, thus making it newsworthy and credible.

Clarity: PR is totally based on the information, not fiction. The more relevant and straightforward the information is the higher is the probability of achieving the marketing goals. Whereas, advertising uses claims, comparisons, subtleties, and tries to alter public's decisions by influencing them. PR usually delivers messages in simpler ways.

Cost Effectiveness: Unlike advertising, not a single company spends its billion dollars a year on public relations. But there are more than 25 companies in the world that spends huge money on advertising.

The key is to establish expertise and make the expertise known to potential buyers. PR is definitely better than any other marketing tool to achieve marketing goals, something that the stewards of the world's big brands are already aware of. And a good public relations company thus delivers this all and it is always wise decision to go for one.