It’s a question we get asked lots. As a PR and communications consultancy, it naturally gets a big thumbs up from us, so we thought it would be helpful to explain exactly what it is and why it’s invaluable for businesses of every shape and size, whatever their budget.

Is PR the same as marketing?

PR, or public relations, is part of the marketing mix.

Think of it like a sturdy spoke in the marketing umbrella – while it serves a purpose in its own right, it is more impactful when it works alongside other marketing functions. In fact, PR – when done well – can help create marketing campaigns, rather than simply promote them. And it can do it at a fraction of the cost of other disciplines, such as advertising.

What is PR?

If we had just one word to describe PR it would be CONTENT. Content really is King. And PR is well-versed – more so than ever before – in creating multi-purpose content that connects with the intended audience. It takes many different forms, from the traditional press release, to social media posts, video content, podcasts, events….the list goes on.

PR is not just about great media relations. It’s about creating great content, that works for the media and gets the interest of the audience.

PR is not just about putting on an event. It’s about understanding a target audience and using insights to create experiential content that connects and drives action.

You get the drift! Great PR agencies create insightful, purpose-led content that drives positive action. It enables businesses to communicate with their audience while building a positive reputation.

PR V. Advertising

PR is termed as earned media and advertising is paid media. In other words, PR earns the right for something to appear in the media, while advertising buys the right. In order to earn the right, it has to work harder and must be deemed relevant, important, interesting….

Of course, with PR you can’t decide which day you’d like the coverage to appear, or on what page, but that’s what makes it so cost-effective and a great option for businesses without a hefty advertising budget.

Why is PR important?

It’s important for many reasons. It helps businesses cost-effectively build awareness and a positive reputation – an essential part of any growth strategy. It can help attract and retain a loyal customer base. It can help attract and retain talent. And it can drive sales – both directly and indirectly. What’s not to love?

How to find a PR agency

There are lots of agencies out there so how do you find the best fit for you?

Find a team you like and respect. If you don’t hit it off, it will never work. Think about your budget – if you have a small budget, a bigger agency might not work for you. Do your research – look around and ask for recommendations. A word-of-mouth recommendation speaks volumes.

Hopefully this has been helpful but drop us a note or give us a call if you’d like any further advice.