| Public Relations (or 'media relations') can be a central | | | | amount of advertising. |
| part of the marketing mix, but it is a different aspect to | | | | Editorial coverage in the press is one of PR's strongest |
| marketing itself, which usually focuses on market share | | | | weapons. The main benefit, as already mentioned, is |
| and consumer relations. PR can include building | | | | the credibility that comes from having a story covered |
| consumer awareness and guiding consumer opinion, | | | | by an industry expert. Someone perceived as 'in the |
| but primarily it involves building good relations with the | | | | know' or with a loyal readership can sway public |
| press and sourcing free positive editorials to | | | | opinion with what they say. Another benefit is the cost |
| disseminate the brand message. | | | | involved; whereas advertisements have to be paid for, |
| There are two main types of PR; product and | | | | editorials are completely free. The only cost involved is |
| corporate. Product focuses on raising awareness of a | | | | that of researching, writing and distributing the press |
| particular product or service, whereas corporate tries | | | | releases themselves. |
| to positively portray a whole company or brand. With | | | | The downside of editorials is that the PR company |
| the growing need for social responsibility, corporate PR | | | | has absolutely no control over what's said or the |
| is more important than ever. For maximum effect, both | | | | opinion given. No matter how well-written or |
| types of PR should be integrated with other | | | | well-targeted your press release, you might find that it |
| advertising and marketing schemes; this way ideas are | | | | gets negative attention from some places. Planning for |
| disseminated and opportunities can be shared to | | | | both positive and negative outcomes is essential to a |
| enhance the impact of all three. | | | | well-managed PR campaign. |
| A basic rule of PR is that you should develop credibility | | | | Once a PR campaign has been set in motion, it's |
| before raising the visibility of a product or company. | | | | incredibly important to maintain good relations with the |
| Although visibility is all-important in winning custom, if | | | | press. Follow-up reports, handling enquiries and prompt |
| people don't think your brand is particularly good or you | | | | responses can all ensure that reporters have a good |
| have a bad reputation, you won't get any custom | | | | opinion of a company. Most PR experts, like those at |
| either way. Credibility is fundamental in winning trust, | | | | this Leeds PR company, started their careers in |
| referrals and repeat sales. Advertising, although it may | | | | journalism, so they know the sort of deadlines |
| build awareness of your brand, does not do much for | | | | journalists have to work to. Providing all the help a |
| credibility. Consumers know that advertising is paid-for | | | | reporter needs means that they're more likely to run |
| (and therefore untrustworthy). PR on the other hand is | | | | stories about you in future; companies that give poor |
| free, winning column inches because of its worth, and | | | | or late responses get bad reputations in media circles. |
| a positive editorial is far more believable than the same | | | | |