|The Difference PR Makes
Public relations plays a central, strategic role in corporate communications. Quite simply, it helps companies reach the minds and hearts of target consumers in a way that marketing and advertising cant.
Public relations allows companies to regain a share of voiceand a share of mindin a message-satiated society. As mass marketing and advertising lose cost-effectiveness, PR can help companies rediscover the power of news, events, and community outreach.
It is always a challenge, even if a company is well established, to keep it in the public eye. Public relations is designed to do just thatto keep a companys name and offer fresh and credible
What is PR?
AHC defines public relations as the strategic management of relations for a client among its various audiences, including consumers, the press, shareholders, employees, suppliers, and the greater community. AHCs public relations programs create high visibility and a positive perception, and direct public opinion toward the point of view of its clients.
Brand Identity vs. Brand Credibility
Each company has its own identity, or brand. Brand identity is one of a companys most important assets. Marketing helps to build brand identity. Public relations helps to build brand credibility.
PR can also help build a companys reputation or influence the target audiences perceptions. Public relations can foster new relationships with valuable stakeholders, and maintain and enhance the reputations with stakeholders and audiences who are familiar with the organization.
Public relations works best when it is integrated with marketing communications. The benefits of synergy are then acquiredthe whole is greater than the sum of the parts.
When all brand and corporate messages are strategically coordinated, the effect is greater than when advertising, sales promotion, marketing, or PR are planned and executed independently, with each area competing for budgets, and, in some cases, sending out conflicting messages.
Spread the Word
One aspect of PR is media relations, the practice of securing the interest of journalists in news about a company or organization. By providing timely press releases and interesting, accurate background information to editors and reporters, AHC can help shape a story and influence the public to view a product or an idea in a certain way.
Strategic Uses for PR
Here are some of the strategic uses for PR in integrated programs: