"Public Relations is uniquely able to close the marketing credibility gap.
That is why it is the secret weapon of integrated marketing."
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Public relations is particularly effective in building brand equity because of its power to positively enhance brand awareness, brand loyalty, perceived quality and other brand associations that differentiate the brand from other market choices.
The credibility of public relations is needed to reach today's increasingly skeptical consumers because they are finding advertising messages less credible. The ability of public relations to identify issues that impact marketing, to handle crisis situations and
to counsel top management, can exert enormous influence on marketing success and failure. Advertising and promotion are about salesmanship. Consumers know it and are on the defensive about being sold something they don't want or need. Public relations is about information. By providing information to consumers directly or through trusted third parties, public relations makes advertising more believable and promotion more actionable.Credibility is the key. And of all of the components of integrated marketing, public relations alone possesses the priceless ingredient that is essential to every Integrated Marketing Communications program – its ability to lend credibility to the product message.
Please feel free to contact us with any questions you may have about how we can help improve your business communications. |
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