Why PR

Why should an organization choose PR instead of advertising or marketing communications? Aren’t they all really one in the same anyway?

They’re similar, but they’re not the same.

Although public relations, advertising and marketing functions often are integrated, overlap and almost always have the common goal of increased sales, donations, awareness, etc., how they achieve that goal is different.

Used together, these three functions can create the optimum opportunity for achieving a goal. But some organizations aren’t sure about the right mix of functions, and not everyone has the budget for all three.

Why PR? Strategic value

While the debate continues over best use of dollars and time, here are a few facts:

• Most decision-makers/consumers trust a recommendation from a friend or a news article over an advertisement – public relations facilitates impartial, third-party endorsements.
  
• Today’s public is fickle and fragmented; traditional advertising and marketing communications methods don’t always effectively reach intended audiences – public relations’ methods quickly reach and influence skeptical and disperse publics.
  
• Reputation is paramount to an organization’s future; publics expect decency and transparency in an organization – public relations helps organizations to proactively manage their reputation, identity and brands. 
  
• The double-bottom-line of sales and social responsibility has become intertwined; both have become equally important – public relations can support both bottom lines. And public relations is measurable.

Source: PR Week 2003 survey of 198 U.S. CEOs.