Entrepreneurs dream of having their company appear on the front page of a major publication or doing an interview on a major network. Public relations can certainly create breakthrough moments, but in most cases it is simply an important part of an overall marketing strategy. Many marketers see public relations as only handling rudimentary communication activities, such as issuing press releases and responding to questions from the news media. But in reality, in a time when customers are inundated with thousands of promotional messages everyday, public relations offers powerful methods for cutting through the clutter. Public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media. But today the role of public relations is much broader and includes:
While public relations holds many advantages for marketers, there are also concerns when using this promotional technique.
Public relations is not a magic pill – it must be worked and managed like other marketing tools and tactics. But if done well, it can help us entrepreneurs break through the clutter and give us a presence far greater than we have. If you are not already getting our free daily Perspective to your inbox, sign up below. Where do you turn for answers? The Lonely Entrepreneur Community has 150 learning modules on all the issues we all face as entrepreneurs.
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a.It is normally very expensive.b.The amount of negative publicity always outweighs the good.c.Few, if any, customers pay attention to public relations messages.d.Most people find it to be less credible than advertising.e.The firm has limited control over how the message will be delivered or interpreted.Answer: e. The firm has limited control over how the message will be delivered or interpreted. |