How Public Relations Can Replace Your Traditional Marketing

Article Written By: temerity

Public relations is an often used phrase in marketing and advertising departments but a lot of people don't actually know its full meaning, and what PR actually does. The idea behind public relations is simple enough. To raise the public profile of your brand, and over time increase awareness of your organisation to the point it becomes a market leader.

Many businesses are vying for market share, and it is getting harder to stand out above the crowd and get noticed. This is particularly true in highly competitive niches, where some companies simply fail because no-one knows about them. Because of the increasing levels of competition, the importance of using PR to promote yourself is growing strongly as well.

So how does a PR company get your brand out there, and generate more business for your organisation? PR is done through a variety of avenues, such as internal communications, media relations, social networking, and other online PR, to name a few. Its success is due, in large part, to third party endorsement, which seeks to add credibility to the brand, and helps build trust with the consumers. Whereas a simple advert in a magazine might tell people about your business and what you offer, PR can help endorse your product or service.

A public relations Melbourne company not only focuses on getting your message out there, but makes sure you convey the best message possible. In other words, they ensure you communicate with the public effectively. Another way PR firms do this is by repetition. If someone reads about your brand in the newspaper, they won't necessarily take action (eg. buy your product) or even remember your business.

However if that same person reads about you in the newspaper, sees a magazine ad with your brand, notices your name on Facebook, or sees you mentioned in an online forum, they will start to have a positive response to your brand, and will be more likely to be a customer of yours. These tactics increase brand engagement and are very effective. McDonalds is a perfect example of this, with regular advertisements running consistently on television, not to mention promoting themselves across various other mediums.

Big corporations like these use celebrity endorsement to sell their brand, with consumers more likely to trust a recognised and respected face than just some random commercial actor.

Athletes are always very popular in todays advertising with Melbourne basketballer Andrew Gaze, cricketer Ricky Ponting and Geelong footballer Tom Harley all prominent in the current ad scene. Product placement can be equally strong, as is cross promotion with other strong brands that relate to your business, but aren't in direct competition. Running promotions can also raise awareness and is a public relations strategy that works well.

For your business to succeed, you should seriously consider allocating a substantial amount of your marketing budget to hiring a PR firm. It will be a priceless investment.

About the Author

Elliot Dean provides information on public relations Melbourne alongside his web design business.

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