In a world where a growing numbers of consumers dislike advertising and messages are blocked, filtered and deleted, how do you get the word out? Public relations is the answer. That's because the same consumers who hate advertising love useful information delivered by a third-party, whether it be a newspaper, or a trusted friend.
Is public relations effective?
Yes. One of the earliest and most effective public relations events in the United States was the Boston Tea Party. We know where that led. Could paid advertising have been an effective substitute? Of course not.
Public relations goes where advertising can't, delivering a credible story to a public through news channels.
No. It's free exposure. With an advertisement you can pay for exactly what you want. With public relations you have a story to tell, and how that story is told also depends on the reporter and news outlet.
The benefit to public relations is a delivery path with built-in trust. This is because the message is delivered by a neutral third-party, a reporter. Like the case of the Boston Tea Party, a campaign resulting from carefully-crafted public relations can be worth infinitely more than advertising alone.
Incredibly. The advent of social media and web 2.0 is making public relations even more relevant, accessible and potentially effective. Opportunities continue to grow.
