PR presents a company favourably, but is also a vital stage in marketing.
In "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 a press release. Editors will tell you how poorly written most press releases are - they are often impenetrable. Providing information in the right form and at the right time will result in good publicity.
We have been involved in the PR industry for years and can achieve good exposure worth many times the cost of equivalent advertising space.
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.
PR has been described a 'a lever long enough to move the world'.