Pugliese on PR: Why public relations is important
By Tina L. Pugliese, APR, Pugliese Public Relations
Public relations includes ongoing activities to ensure the company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations is conducted through the media, that is, newspapers, television, magazines, online media, and so forth. Here’s why it’s important to your business.
Media coverage increases credibility. Paid advertising increases name recognition; media relations increases credibility. When people read a story about the excellence of your organization in a publication or see a story praising your company on television, they are much more likely to have a favorable opinion of your organization.
Media coverage helps you attract quality prospects. Because public relations increases credibility, it helps you attract those who want the best. When people have heard of you and have a favorable impression of you, it is easier to attract and hold their attention while you tell your story.
Media coverage makes you a player. Coverage in important publications or on TV can make your organization look much larger than it is.
Public relations helps you avoid price competition. If people believe that you are the best, they will understand why it is worth paying your price.
A public relations program stretches your marketing budget. Because the media do not charge for news coverage, the relative cost of a good program is a lot less than for paid media or a direct mail campaign.
Best way to launch a brand. Public relations is also considered by many as the best way to launch a brand or new product. When something is new the media often will write about it because of its news value.
Tina Pugliese's columns on public relations appear in Palm Beach Business.com every other Monday. Her previous column can be found here.
Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, Public Relations Manual — A Guide for Entrepreneurs, and the PR Survival Kit. She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com. Her web site is www.PugliesePR.com.
Article excerpted from e-book, PR Survival Kit, by Tina L. Pugliese, APR.
