Whether you are a corporate leader, author, entertainer, athlete, or seeking to influence public policy, you know that you need public relations. Yet despite this, many people are uncertain of what the benefits of public relations are.
First you have to understand what public relations is. A basic definition of what public relations does for companies, authors, entertainers, athletes, organizations, and brands is it shapes and molds their public image. It utilizes the right strategies to allow for you to be heard and seen, through media outlets.
So, what are the benefits of public relations?
- Target market. A well-crafted and orchestrated public relations campaign targets the media and events that your target market utilizes. If you are a toy company making board games, a public relations campaign will target the media that people who like board games read, watch, or listen too. The campaign will also target trade shows and events that will give your product the maximum exposure, as well as, obtain celebrity endorsements that will carry weight with consumers. If you are a romance author, public relations will allow you to reach readers who purchase romance books through media interviews, book reviews, book signings, and speaking engagements.
- Businesses, authors, celebrities, brands and any organization conduct public relations not just to promote something but to build a better image. Effective public relations allows your brand to attain a positive image both online and offline, which benefits you for the long haul and brands your image in the public’s consciousness.
- Public relations such as a media interview, review, or media profile, carries weight with the public. It is seen as a third party (the media outlet) endorsement. The public knows that such media mentions are not paid for by the company, unlike an advertisement. Studies show that consumers give a media mention over 7 times the credibility they do an advertisement.
- Public relations is more cost efficient than advertising. The rates for public relations along with the results it produces, are between 30% to 50% better than doing advertising.
- Lead Generation. The media placement from public relations is long lasting. This is especially true with Google, company and media outlets websites. While you will see the greatest number of leads after the media mention appears, the leads continue long after as people find the media story online during searches.
The benefits of public relations are immense. It is long lasting with the impact felt long after the initial campaign.