Article

Brad Chuck
Brad Chuck 7 August 2020

The Power of Press and PR in Marketing

Press and public relations have a pivotal part to play in the brand success of a company. How do the media perceive your business, and what is your relationship with publicity contacts?

Like most companies I have worked with, there is an undeniable fear, hatred, and potential envy of what good press and PR can do for a business. The somewhat elaborate truth is that those who fear the media do not understand the true potential of how it will support and grow a business. 

Press and public relations have a pivotal part to play in the brand success of a company.  How do the media perceive your business, and what is your relationship with publicity contacts?

Public relations define how a company communicates with people — customers, partners, journalists, philanthropists, politicians, and the general public. All businesses need public relations, regardless of their size or industry. Why? Because, nowadays, customers want to trust the brands they do business with — and nothing builds and fosters trust like public relations.

PR and Marketing 

Public relations and marketing are similar in their actions and tactics, but their goals are quite different. The main objective of PR is to boost the reputation of your brand. On the other hand, the primary purpose of marketing is to drive sales.

PR is an ongoing, iterative strategy — not a one-off task. (In fact, the best PR involves multiple tasks, tactics, and strategy.) Just like marketing, it can take a while to see results.

But with a solid strategy and a commitment to spreading the word about your company, you will soon see more mentions, backlinks, and general buzz. And that is a great way to build a memorable brand.

Good Press Coverage 

Press supports the gathering and publishing or broadcasting of news. It is everything around us and is everything we consume as mainstream media content. 

It is also a subtle yet effective way to promote a brand and service in the mass media market. Controlling this form of promotion is not easy though – the reliance of the press to endorse and promote your brand is not one that is ever taken lightly.

Reputation management is a crucial factor when controlling your press coverage. Understanding that flaws, potential issues, and undoubted unhappy staff can indeed create negative coverage is essential to outline from the beginning. Press is not for every business, but its strength to increase marketing awareness must not be underestimated.

Marketing Expansion 

Marketing has changed.  It is not acceptable to be a one-dimensional marketing professional these days when so much is desired and expected of a marketing team in a business. 

By understanding, appreciating, and leveraging the usage and support of the PR and press circuits, marketers can expand their brand promotion in a way that supplements the long-term effort of any business – driving awareness and creating business growth opportunities.

The real winner is working out whom to trust and what to believe……

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more