The Benefits of a PR Program

By Tina L. Pugliese, APR, Pugliese Public Relations

Public relations can add credibility or authority, create an opportunity to probe new markets for your product or service less expensively than advertising, test demand for new products in current markets and establish or increase awareness of your organization's message among key influencer audiences.

Public relations is vitally necessary, perhaps even critical, in today's competitive marketplace. Public relations should be a sustained initiative that can build your organization's profile in the news media and the local community.  And it is an economical means of promoting your organization. 

Regular and effective news releases can make your organization a news source. It is critical to develop relationships with the media in the same way it is a good idea to develop other kinds of friendships in the community. Writers and reporters are always looking for reliable and respected sources to quote.

Regular media exposure legitimizes your organization's work and enhances its reputation. There is a subtle but nonetheless real perception that mention in a newspaper or on television must be important. Media coverage communicates to the business community that your organization's qualifications and programs are worthy of a serious look.

You must also be cautious when dealing with media outlets. Being overconfident or overly aggressive in trying to place stories with the news media can have damaging results. The safest position is to understand what you are doing, work hard to accomplish predetermined and realistic goals, be courteous and respectful when dealing with your media contacts, and expect some disappointments along the way. After all, the results of your public relations initiatives are never predictable. But if planned and implemented correctly, the benefits are enormous.

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, and Public Relations Manual — A Guide for Entrepreneurs.  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, Public Relations Manual — A Guide for Entrepreneurs, by Tina L. Pugliese, APR.