Public Relations - Consumer
Christine Shaw Johnson, VP of Strategic Marketing & Public Relations
Consumer Public relations is vitally necessary, perhaps even critical, in today's competitive marketplace!
Public relations should not be a "we will do it if we have the time and resources" kind of effort. A sustained initiative can build your organization's profile in the news media and the local community and generate exponential consumer demand.
Editorial coverage gives your organization better stakeholder attention compared to paid advertisements.
Editorial copy generated through effective public relations is far more believable and credible than paid advertising, due to media objectivity. Recent studies in North America suggest that positive editorial coverage generates up to nine times more visibility than paid advertising.
Regular and effective news releases can make your organization a news media source. It is critical to develop relationships with the news media in the same way it is a good idea to develop other kinds of friendships in the community. Writers and reporters are always looking for reliable and respected sources to quote.
Regular media exposure legitimizes your organization's work and enhances its reputation. There is a subtle but nonetheless real perception that mention in a newspaper or on television must be important. Media coverage communicates to the business community that your organization's qualifications and programs are worthy of "a serious look."
