A well thought-out and focused PR campaign offers many benefits.  However, like any form of sales and marketing activity, PR needs thought and planning.  Whilst some quick wins will be achieved, PR is best considered a medium to long term commitment.

Should your company invest in PR and if so, what is the best approach to deliver a campaign?  It is a myth that PR is only effective for large organisations with large budgets.   The options may seem overwhelming and most companies certainly don’t have the resources to try every technique – but even the smallest of firms can benefit from a focused and targeted PR campaign.  Moreover, it can be used at all stages of the business lifecycle. 

Depending upon your specific circumstances, PR might be your primary marketing activity, or it may be one element of an integrated marketing campaign which may include advertising, direct mail and sponsorships.  But, overall, you want people to remember your name when they are in need of your products or services and PR is an excellent way in which to build your brand.

Whether your customers choose to buy your product or service, or partners choose to be associated with your firm, their decisions will depend on reputation. Public relations will help you to build the reputation you want and to differentiate it from others to give your organisation a competitive edge.

With this in mind, the argument for doing more rather than less PR appears to be a ‘no-brainer’.   When things become tight, people become far more selective about where they choose to spend their money. In the battle for market share, you are going to have to communicate more ‘loudly’, not less. 

Money spent on PR is money well spent when the message is focused, consistent and measured.