PR serves to present a company favourably, but it is also a vital stage in presenting products to likely consumers.
In the book "The Fall of advertising and the Rise of PR" Al and Laura Ries show how traditional advertising lost credibility, and how PR has taken over the job of introducing new products to their intended users.
The internet, in an age of micro-audiences, home-grown experts and dubious reviews, simply takes this one stage further - though the credibility of traditional media outlets still trumps Twitter. Small-circulation niche publications can be more influential than much larger media, since they represent inside knowledge. All these channels have their place in a campaign, with word of mouth and trusted opinion leaders always being the highest currency.
Advertising is far from dead. But it generally serves to highlight availability and usability of the product once it has been introduced through PR. Ideally, PR and advertising work hand in hand. PR is the best tool to introduce new products, followed by advertising to stimulate sales.
There is more to it than sending out an average press release. Ask any editor and he will tell you how poorly written most press releases are. They are often impenetrable. Any interesting news is hidden in the last paragraph, and editors lose patience long before they get that far. Media relationships need to be built, and this needs to be done with an understanding of what editors want, and providing it when they want it.
We have been involved in the PR industry for years and can achieve good exposure worth many times the cost of equivalent advertising space. In a recent product release campaign we achieved editorial coverage worth, in column inches, over £67,000 for a spend of £11,000. Much of it was written by us and so delivered the precise desired message.
Building a reputation, or salvaging a reputation, is more challenging, but an area where we can help. In the event of a looming PR disaster, external help is almost vital.
This is a very bespoke service - please call to discuss your needs.
PR has been described a 'a lever long enough to move the world'. It has everything to do with the power of an idea.