Media Buzz

PR enhances an organisation’s credibility, because it’ll operate through numerous trusted intermediaries. Plus, these intermediaries communicate to a certain audience which looks to them to filter out all unnecessary information.

Messages chosen for communication will gain credibility due to the intermediaries’ credibility.

Public relations and detailed:

Public relations is not advertising:

is precise

Public relations is less predictable due to you having to get the intermediary to comprehend your important points and reiterate them in his/her messages. It means cautiously aligning them with an intermediary’s messages.

It’ll mean knowing his needs and your audience’s needs and where your business and its messages fit within that environment.

Public relations is based on lasting relationships with key influencers:

Great public relations means setting up ongoing relationships with many important influencers. And knowing how your business may become an exceptional data source for the influential.

It is a time consuming and labour intensive effort. It’ll mean opportunistically thinking and evaluating ‘what is news worthy’ regarding your business with a keen eye. If your business is able to do this, PR may help it look more influential and more important.

In the end, brands have a constant concern — how to cement their relations with existing audiences and tap into potential new ones. Whether you’re a huge fast-moving consumer goods corporation or a stand-alone business, the question always is: “How can I grow my business?”

Integrated marketing communications is a strategic process that boosts the blending of all the elements under the marketing mix.

PR forms a vital part of this campaign, and proven to be the most credible source in consumers’ mind.

Understanding how message strategies evolve and intertwine can make PR ideas more relevant and impactful. With integrated marketing campaigns constantly evolving, it has developed its own approach to holistic communication.

It is not just marketing communication with warmed over PR concepts like relationships and stakeholders.

Something novel and different is growing from the amalgamation of public relations, social media, crisis management, advertising and promotion.

This new pyramid is becoming recognisable as a distinct species with its own theories and practices.