PR Can Boost Your Business

There is a fierce competition in today’s business world, while the consumers typically decide for brands they are familiar with and which they trust. In order to earn the consumers’ trust, companies rely heavily on marketing strategists and also PR specialists.

PR Much More than Just Promotion

Unlike marketing which is focused on promotion of the company’s products or service, PR is primarily focused on communication with the public, e.g. the potential buyers and the media. By communicating relevant information about the company and its products/service, PR specialists also help in the promotion of the business. But above all, they create a positive public image and establish a relationship with the target audience and media. That way they gradually earn the consumers’ trust has a major influence on their decisions including the product/service they choose from the many available.

“Damage Control”

Besides attracting public attention and helping establish a good reputation which directly influences the sales, PR specialists also play an important role in the times of crisis. Imagine that an angry employee or the competition starts to spread unpleasant rumours about your company. The public does not know the story behind and if you do not react, they may think that the rumours are true.

Now imagine the consumers choosing between a brand from which they have heard only the best and your company. Most of them will choose the more respected company instead. And you cannot really blame them because you would probably do the same if you were in their shoes. Therefore it is not a good idea to leave the public wondering about the truth whatever it is and this is where a PR specialist steps in.

Therefore, you need PR specialists who react quickly and efficiently to at least minimise the damage in the times of crisis.

PR Department VS Hiring Outside PR Services

Large firms typically have their own PR departments. This is without a doubt the best way to utilise PR services because the PR specialists can focus on your needs alone. Having own PR department and keep full time PR specialists, however, is usually too expensive for small to medium sized companies. In order to benefit from PR services without jeopardising their budget, small to medium sized companies can hire a PR firm or freelance PR specialist for a limited time and job.

Tips on Choosing a PR Firm or Specialist

1. Reputation

Obviously, you need someone who knows their job inside and out if you want to benefit from PR. So take some time for research on particular firms and specialists to see who are their clients and what do they say about the quality of their services.

2. Experience and Expertise

The more experienced the PR personnel the better. But established PR specialists are typically also considerably more expensive than those less-experienced who are not necessarily any less effective than their experienced colleagues. In order to prove themselves and create a good reputation, they often work twice as hard as their famous counterparts and as a result, they often bring excellent results. Hiring non-established PR specialist, however, can be a gamble which is why you should ask yourself if you are willing to take the chance.

3. Specialisation

Many PR firms are specialised in particular fields of PR. While some focus on financial PR and communication with potential investors, stockholders, etc., the others specialise in consumer PR which is focused on presentation of new products/services to the target customer audience. You are therefore recommended to determine your PR needs before you start looking for PR services.

4. Cost

PR services do not come cheap and most businesses cannot afford to hire the best PR firms and specialists. PR firms and specialist in the most favourable price ranges are forced to work for multiple clients at a time which in turn may compromise the quality of their service.

Edited by: 浪子

Bibliography

How Can PR Boost Your Business. (n.d.). Retrieved from http://www.ipr.org.uk/how-can-pr-boost-your-business.html

Choosing the Right PR Firm/Specialist. (n.d.). Retrieved from 
http://www.ipr.org.uk/choosing-the-right-pr-firm-specialist.html