For those who are unsure about whether to invest in either PR or advertising, the answer isn't one or the other. It’s both. PR works best in unison with other marketing strategies, strengthening credibility and branding and serving as the gatekeeper for reputation. The process is easily integrated since PR outreach has evolved to include digital communications along with media relations.
Today, more than ever, content is king, and public relations is the backbone of solid content. No one can dispute that content from objective news sources is the best way to back up every claim that a company makes via their branding, website, advertising and marketing efforts.
Defining what’s newsworthy in messaging also removes nonessential chatter. Successful public relations efforts share news and messaging with key audiences, influencing and informing through website blogs and social media, along with traditional news, trade and broadcast media.
We exploit the fact that the social media revolution has quickened the communication process. Word of mouth has become word of mouse, which enables syndication of news through a multitude of online channels, whether we’re blogging, updating a status or tweeting. Social media has also made us better listeners, providing a real-time connection with our target audiences and gauging their perceptions through conversation.
Public relations efforts extend far beyond the press release to provide a vital service for Unified Marketing efforts. In a world where digital conversations predominate, talk is cheap. PR is the bridge that every marketing strategy needs to balance messaging with authenticity. Conversations may sound like the real deal. PR proves to be the real deal.
Photo credit: Thomas Hawk
