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When PR is Press Relations |
PR is cost effective – you do not pay in proportion to the extent of coverage achieved however great or high that coverage may be; instead you pay an agreed fixed consultancy rate plus disbursements which cover costs incurred. This substantially helps budgeting and if the company is newsworthy and proactive, ensures very great value for money. It also means a company can grab the lion’s share of the coverage through having the most initiative rather than the biggest budget. |
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PR is credible |
| because you are not buying space, the coverage is achieved at the discretion of the journalist and editor – thus it is in effect, endorsed by an independent third party. PR coverage is widely felt to have three or four times the value of equivalent advertising coverage because of this added credibility. | |
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PR is strategic |
| clearly, it can be used within the professional press as well as local media. | |
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PR is multi-media |
| each news story will be assessed for its relevance to target media, which may be printed or broadcast. Incidentally, PR expertise can be applied to complementary fields like conferences, placement of speakers at seminars, store openings etc. | |
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PR is multi-disciplinary |
| PR agencies can employ a multiplicity of techniques to maximise coverage – they may include the issue of press releases, arranging journalist interviews or visits, arranging press conferences, arranging press invitations to major events, handling press enquiries, distributing press information, liasing with the press at exhibitions, co-ordinating product launches, briefing staff on PR issues, etc. | |
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PR is versatile |
it can deal with issues outside the province of conventional advertising, such as stories about personalities, features about the history of the company and experiences at grass roots level. Thus if key personalities at a company need to be promoted, the PR strategy can reflect this. It can also handle damage limitation – ie can deal constructively with problems as well as triumphs, and helps the company stay in control of its media image rather than being vulnerable to the whims of the media. |
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PR is fast acting |
in urgent cases, a press release can be prepared and issued within a matter of hours. Thus if there is a dramatic change in the market or legislation, or a topical achievement by the company, press information can get to key journalists in time for their next deadline – unlike an advertisement, which could take days or weeks to produce and appear. |
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PR is persuasive |
it can drive by example, rather than by salesmanship. |
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PR is persuasive |
a really good story will be picked up by more than one publication – sometimes one newspaper picks it up from another, so blanket coverage can be achieved. |
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