Changing Role of PR in the Marketing Mix Today
In our lives, everyone cannot live without public relations. From personal life to relationships, from individual to organization, from organization to organization, from government to citizens, from country to the world, the relationships between them are all related to public relations, is a communication management. In this post we are going to explain what exactly PR does and how it works.
Public Relations is using publicity to solve a real-life marketing situation for a real product, service, organization, brand, or image. Any organization or individual with a message to deliver or a goal to achieve can benefit from a PR effort. PR concerns a person’s goals, where she is now, and where she wants to be. Good PR can turn marginal businesses into profitable ones and ordinary folks into millionaires. PR has to do with resources.
It can be used as part of companies’ marketing mix, the investment in PR could greatly extends the reach of the total promotional program. And PR is costless. Compare to large corporations, PR can help small businesses level the playing field and get the same or better promotional bang for a lot fewer bucks.
What PR do?
Public relations is the business of creating public opinion for private advantage. PR practitioners persuade the media to publish and distribute stories, articles, news, and information that promotes our clients’ goals. More accurately, public relations are, at its best, a win-win partnership among publicists, the clients whose products they promote, and journalists. The publicists step in and offer assistance by providing what journalists need — ideas, information, interviews, and even read-made stories in abundant supply and absolutely free. On the other hand, PR contain many of components such as strategic planning, publicity, community relations, government relations, internal relations, stakeholder relations, charitable causes or communications training.
PR is not marketing or advertising.
PR is a part of promotion under the larger umbrella of marketing. Its main objective is to spread information throw different media channels. Several characteristics separate public relations from advertising, but one fundamental difference is: Advertising is paid; public relations is free. It does not mean that PR is absolutely free of cost, it’s been paid for services. But compared to the advertising campaigns, PR is quite a bargain. On the other hand, advertising is clearly identified in the media as a paid promotion –readers and viewers know that it is a promotional message paid for by a sponsor. Publicity, by comparison, is not identified as a paid promotion.
The changing role of PR in the Marketing mix today
The public relations industry is in evolving, driven by new market realities. PR is finally taking a step forward, stretching its capabilities and its role in the overall marketing mix that consists of PR, advertising, Internet marketing, direct marketing and sales promotion. For the first time in an long time, PR practitioners who can do more than just communicate to an audience — people who can create an emotional effect that motivates an audience — are free to ply their craft to its fullest potential.
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