A public relations (PR) strategy may play a key role in an organization’s promotional strategy. A planned approach to leveraging public relations opportunities can be just as important as advertising and sales promotions. Public relations are one of the most effective methods to communicate and relate to the market. It is powerful and, once things are in motion, it can be the most cost effective of all promotional activities. In some cases, it is free. Public relations involve a variety of programs designed to maintain or enhance a company’s image and the products and services it offers. Successful implementation of an effective public relations strategy can be a critical component to a marketing plan.
The success of well executed PR plans can be seen through several organizations that have made it a central focus of their promotional strategy. Paul Newman’s Salad Dressing, The Body Shop, and Ben & Jerry’s Ice Cream have positioned their organizations through effective PR strategies. Intel, Sprint and Microsoft have leveraged public relations to introduce and promote new products and services. Similar to the foundational goals of marketing, effective public relations seeks to communicate information to:
• Launch new products and services.
• Reposition a product or service.
• Create or increase interest in a product, service, or brand.
• Influence specific target groups.
• Defend products or services that have suffered from negative press or perception.
• Enhance the firm’s overall image.
The result of an effective public relations strategy is to generate additional revenue through greater awareness and information for the products and services an organization offers.