PR: The Best Possible Return On Investment

Posted

Marketing communications—sales, promotional pieces, company blogs, promotional articles and the like—make a strong statement for your product, service or company. But in the mind of the reader, they have a drawback: they originate from the maker of that product or the provider of that service. For that reason, marketing communications alone cannot elevate a product or service into the “big leagues.”

That is why PR—public relations—is of first importance. When a potential customer or client reads an article, review or social network comment that did not originate with your company, it acts as a third-party endorsement. PR activities drive the public to find out more about your product or service. Your marketing communications then pay off, greatly assisted by the third-party viewpoints that public relations activities provide.

Investment in public relations also carries your messages to a much broader audience than marketing communications—for a fraction of the cost. Just compare the considerable expense of an ad or mailing reaching thousands, to an article or review that reaches hundreds of thousands or millions of readers. Not only can that third-party viewpoint not be purchased, that type of advertising coverage is usually only affordable by corporations with substantial budgets.