The Role of PR
Every marketing program should include public relations, and to be most effective, the PR program should be tightly integrated with all other marketing activities. This is particularly important when it comes to the messages a company sends to the marketplace.
PP can improve a company's image by raising its visibility and staking out a position of strength in the marketplace. It does this by demonstrating in a variety of ways the vision and expertise of a company's executives and the capabilities of the company itself.
When a company advertises, it pays for a specific presentation of its message online, in print, or in the broadcast media. PR, however, leverages a respected third party to deliver the company’s message. For instance, when an editor writes an article about your company, or posts a blog about something positive your company has done, it can carry much greater influence than a paid advertisement. That means greater benefits in terms of image building and sales support.
PR takes advantage of the objectivity and clout of independent editors and analysts as it encourages them to carry the company’s message to their audiences, which are also the company’s audiences for its products and services.