The Public Relations Blog

Economists say the Great Recession ended in 2010, but many small businesses didn’t start feeling any type of recovery until quite recently. Others are still struggling. The public relations industry is definitely feeling the effects of the recovery, as more companies are utilizing the power that PR firms can provide.

Know the difference between paid media, earned media and owned media

Audiences have turned their backs on traditional marketing tactics. They increasingly find advertisements on the radio and TV annoying and interruptive. Online advertisements are even worse, and the ads that aren’t annoying are often missed completely because people are focused on the content, not the ads.

To understand the answer to the question, "How does PR work?" let’s first answer the question, "What is public relations?"

According to the Public Relations Society of America or PRSA, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

At its core, PR is about relationships — with the general public, potential customers/clients, investors, employees, government regulators and/or the media — with any and all of a company's publics.

If you're asking yourself, "Why should I hire a public relations firm?" you're in good company. Every successful company's leaders have asked that question along the road to their success.

For more information why you shouldn't hire an advertising firm to do PR, see Signs you’re working with an ad agency instead of a PR firm

Never let an advertising agency do your PR.

The other night I saw a commercial from Apple, in which it claimed that the iPhone is now the most-used camera on earth. Not the most-used camera phone, the most-used camera, which would mean its integrated digital camera has surpassed stand-alone photo giants like Nikon, Canon and Fuji. Added to the number of Google searches, emails and Facebook updates performed every day on smartphones, the popularity of cell-phone cameras is a powerful testament to just how much you and I love and depend on integrated technologies. (Remember when you had to remember your camera, film and batteries? I do.)

One of the most common questions potential clients of our public relations firm ask when they call us is, “How much does public relations cost?” This is a difficult question to answer, and we’ll do our best to explain some PR investment guidelines.

Investing in professional public relations is a lot like buying a new car. With so many different models and options available, the costs vary considerably. A four-door Chevrolet sedan costs less than a similar Mercedes, and even the price of the Chevrolet can almost double when you add leather seats, a premium stereo, alloy wheels, power windows, power door locks, GPS, a DVD player, a rear-view camera, a sunroof, seat warmers, hybrid capabilities and other optional upgrades.

Have you been thinking about how to fire your PR firm?

Should you hire a PR firm or do it yourself? Just asking the question indicates you understand the value of public relations.

• PR builds credibility – News coverage is more influential and credible than advertising.
• PR increases visibility – A news story has six times the visibility and three times the credibility of an ad.
• PR pays for itself – Public Relations offers one of the best returns on investment you can make.