Candice Meisels , Consultant at Candice Meisels PR
I am a PR Consultant. PR will help create brand awareness. It is more credible than advertising as it is editorial. Steve's answer is excellent and detailed. Media coverage can definitely enhance product/services awareness.
Strictly speaking Susan, on its own PR won't help a company grow. Or rather, it can't. However, once achieved, it's what you do with the results that will foster growth. PR does one thing exceptionally well. It garners publicity. If you can convert that publicity into sales, then your company will grow.The advantage of PR over other forms of promotion is the perception of third party endorsement. Meaning, the audience is more likely to accept the positioning of a company if it comes from an unbiased writer. Unsolicited commentary carries more weight than paid promotion. Of course, the trick is to get the publicity in the first place. Media coverage is notoriously difficult to manage and only the stories of greatest interest to the target audience will get published. The message contained must be relevant to the audience, and sufficiently interesting to capture attention. In the main, it requires expert practitioners who know their way around the appropriate media and are adept at finding the right angles to promote stories. Well-managed PR can certainly enhance launch campaigns, build product and service awareness amongst target groups, and stimulate traffic to information resources. Then it's the job of Marketing to convert those enquiries into sales leads, and hence, grow the company.
CAROL JONES , Owner at Interface Pty Ltd
Good morning Susan from rural Australia,
Steve Osborne's response is absolutely correct. Every detail of his reply is valuable information for you.
It's the third party endorsement that's the icing on the cake.
If you say your product or service is wonderful, who cares? You're biased.
If, on the other hand, a journalist. Or even better, a customer who has no strings attached. Has the opportunity to speak in favour of you. We all sit up and take notice.
Most of what we know about companies is what we read in the media. And search for in reviews on Google. Or discover on social media platforms where customers are talking about them.
Or worse. Trashing them.
This is how we discover who we should be doing business with.
Once we know who we want to spend our money with, we then visit websites.
And then make a decision.
This is my personal experience with publicity.
I'm the purveyor of the Fitz Like A Glove™ Ironing Board Cover And Other Goodies.
A very low interest topic. Bottom. Of. The. Range.
Getting publicity for an ironing board cover is like asking a journalist to write something interesting about steaming an envelope open.
But we have a story. 'How We Built A Worldwide Business From Broke.' From a remote property in rural Australia. On the back of a humble ironing board cover.
This is the link. http://www.interfaceaustralia.com/wordpress/our-s...
This story makes us very interesting.
And this story has generated publicity for us in every major publication in Australia since 1994.
We've been featured on A Current Affair.
Suggested as a story for Australian Story.
Been featured on ABC Radio National's Life Matters program.
Been interviewed on so many radio programs I've lost count.
And had a huge article written about us in 2002 in Domain Magazine that generated $25K in sales from December 2002 to March 2003.
That's the power of publicity. And other people talking about you.
Never stop seeking it.
It's magic when it happens.
How did we get all this publicity?
We knocked on doors. Had them slammed shut in our face more often than opened.
And others told people of influence about us. Who asked if they could feature us. Or write about us.
NEVER say NO!
Always say YES!
And always be on the lookout for opportunities to pull the brass ring with publicity written on it.
I hope this helps, Susan. It's never easy to get. Unless you're in a trendy business that's super hot.
~Carol Jones, Ironing Diva❤
Purveyor of The Fitz Like A Glove™ Ironing Board Cover And Other Goodies
In 29 countries.