There are a lot of misconceptions about what public relations is. Let’s start with what it isn’t.
Public relations is not a tool only used for larger companies apologizing for their mishaps. Nor is it simply charity events and brand awareness activities that attempt to boost a corporation’s reputation with the public. And it most certainly isn’t just the way certain companies handle the media — sometimes saying a company has “good public relations” comes with a negative connotation.
Any company, in any industry, that’s any size, that has any level of marketing activity can benefit from some level of public relations as part of an integrated marketing program.
So what is PR?
It’s one of the most powerful tools in a marketing toolbox. It can influence people and create an impression. And it can create or change the overall perception of your brand.
Why is this important?
Because perception is reality.
Creating the right perception is the key to creating a reality that meets your business vision and market strategy. The most effective way to create and manage perception is with a proactive public relations program that delivers the right messages to all your target audiences.
A public relations program works best when it supports and leverages the power of your marketing efforts. Think of your marketing strategy as a military general and a supporting public relations program as one of the general’s most trusted captains.
And it’s the job of that captain to create the proper perception to support the general’s strategy to create and market your brand’s image, identity, and credentials.
