What does a Public Relations Agency do?

| Thursday, September 19th, 2013 | Comments Off

What Is Public Relations?

Is is advertising?  Is it writing stories for reporters?

PR agencies, as opposed to advertising agencies, promote companies or individuals via editorial coverage.  This is known as “earned” or “free” media — stories appearing on websites, newspapers, magazines and TV programs — as compared to “paid media” or advertisements.

PR agencies and advertising agencies share the same goals:  promoting clients and making them seem as successful, honest, important, exciting or relevant as possible.  But the paths to creating awareness are vastly different.  Most people understand advertising is paid for by the client to create awareness, whereas PR provides credibility.  Editorial content or TV appearances in respected publications have the advantage of third-party validation and are generally viewed more favourably.

Why is it important?

PR provides an impartial third-party endorsement. Women in particular see editorial as independent, unbiased and most helpful in making informed buying decisions.

With marketing budgets always under threat, PR is a cost-effective way of maximizing marketing dollars.  Often the cost of one ad = the cost of one month of PR and has greater impact!

One of the most powerful roles of PR is in providing relevant, interesting information and images that help journalists develop their own stories.

PR increases the likelihood to purchase/consider your brand(s).

PR establishes credibility of new products, easing market entry.

PR enhances recommendations/word of mouth marketing.

PR increases customer loyalty/renewals and satisfaction.

Why do I need a PR agency, I have a marketing department?

Good question!  In most cases, your marketing department or person is very busy doing many other marketing tasks, such as product launches, packaging, copy writing, trade shows, ads…and the list goes on.  Sometimes, if they’re lucky an editor will call them about a product they found or heard about and your marketing contact will give them information and a sample and write about it.  That’s great when it happens.

A PR agency already has a full media contact list and a good relationship with each of them and most important are trusted.  So they are able to pitch your products many times a year and get you earned coverage.

Hiring a PR agency is too expensive, I can’t afford that.

You may be very surprised at how little it does cost compared to what you get in return.

An agency is a good listener to the marketplace and knows what conversation starters will work to get their customers product or service heard.

By combining business knowledge, creative ideas and online expertise, a PR agency can deliver public relations campaigns that build brands, shape reputations, generate sales enquiries and position their clients as the experts in what they do. They are passionate about creating effective communication strategies for their clients. It shows too, with campaigns engaging directly with their customers, whether through online or offline media.

When you hire an agency, it’s not the same as hiring another employee.  You don’t have to pay benefits, vacation time or sick days.  It is usually a monthly fee that you can negotiate based on your needs and budget.

Long term, public relations can be an investment in the brand and the visibility of a firm or individual that results in increased recognition and reputation.

Gourmetbuzz Inc. is a marketing and public relations company.  Contact us at: 289-231-4466 or info@gourmetbuzzinc.com


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