PR uses media outlets and relationships to help a brand achieve its goals and expand their business.
The author highlights how advertising differs from PR and why companies must invest in the latter. Reports suggest that people are far likelier to trust earned media over paid and this creates a perceived objectivity which can then be useful for PR efforts.
Brands wishing to build credibility and a positive image must invest in PR. Through PR’s contact network, brands can also share their accomplishments and the recognition received.
PR can be very useful for brands looking to market their product or service on a low budget. PR only uses unpaid media, as paid media like advertising can be cost heavy. However, PR is not a replacement for advertising or direct marketing.
[4 minute read]