Public relations is a promotional tactic that has been in use for over a hundred years. It’s a branch of the marketing mix that is widely adopted by both businesses and influential people. Though, if you’re unfamiliar with the concept, it may not be immediately clear how exactly PR can benefit a business.
It differs from other promotional tactics, like advertising, and it’s used for a host of reasons besides damage control. When used effectively, PR can help brands become a household name and keep them at the forefront of people’s minds for all the right reasons.
If you’re interested in a career in PR, you can find out in detail how public relations helps businesses by studying learndirect’s CIPR Foundation Certificate in Public Relations. After which, you will be equipped with the skills and industry-recognised qualification to secure a PR position.
In the meantime, find out more about the different advantages of public relations and why it’s of such value to brands around the world.
In comparison to promotional tactics used in advertising, PR campaigns are relatively inexpensive.
Adverts are 100% paid for media with benefits that generally end once the budget has been spent. For instance, a Facebook or Google Ads campaign that is allocated a certain amount of money, or a paid post that is removed after a certain amount of time.
This differs from the media coverage generated from PR initiatives as they aren’t fighting for the same competitive space. Granted most brands will want to receive positive press coverage. However, it’s up to the skills of the PR professional to create beneficial relationships with media professionals and other outlets.
That way, they earn the coverage received or at least get it for a heavily discounted price. There’s also the added benefit of the elongated exposure clients can receive if their content is shared by viewers on online platforms.
When assessing the credibility of different marketing tactics, PR campaigns are generally far more believable.
The fact that PR coverage is earned through the building of positive beneficial relationships attests to the quality of the message. Media professionals and other online influencers have a reputation to uphold after all. So, it goes in their favour not to promote anything that isn’t true or a company that is known to deceive its customers.
In addition to this, PR coverage is generally posed from a third-party perspective. So, rather than reflecting the client's view of themselves, it’s poised from the viewpoint of a non-biased individual. Taking advantage of people’s tendency to rely on the opinions of others before making their own decision.
Attracts Your Target Audience
All forms of advertising aim to attract the target audience of a business. However, more people are relying on social proof before they decide to buy a product, use a service or listen to a public figure.
So, no matter how many ads they see, they won’t buy into it unless a large amount of the public or someone they trust is recommending it.
A great advantage of PR is that it’s a creative way to utilise this thought process and get people on board with a brand. By approaching key figures and getting them to promote your brand's message, people who look up to that person will be more likely to take notice.
Changes the Way People Think
Any brand wanting to enhance or improve its public image can do so with the use of effective PR.
Perhaps a brand got off to a rocky start and was known for products that were a good idea, but the quality wasn’t there. By adopting a PR strategy, news and reviews of their new, sensational, top-quality range could be the topic of discussion where people go for this information.
If influential people in this area are also raving about how good the quality is now, the improvement is more believable. Then more people will be likely to take the leap of faith and give the brand another try.
As such, PR is a great way to overcome negative press and raise your brand profile in a good way.
Portrays Brands as Industry Leaders
If the first thing that comes to mind when someone thinks of a particular product, service or concept is your brand, it will position you as a leader in that industry.
That’s why using PR tactics to get your brand talked about online, on the radio, on television and by relevant influential people is a great way to keep it top of mind.
When you consider buying certain technology products, the same few brands are mentioned everywhere you look. You immediately associate them with that product or service. Which makes you feel more confident in your purchase from them. As they appear to be the best brand to deliver what you’re looking for.
All of these perceptions have been carefully cultivated through the use of effective public relations.
Study Public Relations Online
If you’re looking for a career that’s creative, exciting and allows you to meet and mingle with a variety of people, public relations would be a perfect choice.
You would be responsible for establishing effective relationships with individuals in the media to help communicate your clients brand message. As well as utilise a variety of traditional outlets and modern platforms to have that message heard by the masses.
All of which requires you to be a forward-thinking, innovative individual who isn’t afraid of a challenge.
You can expand your knowledge of PR and gain the skills you need to get started with an online course.
learndirect’s CIPR Foundation Certificate in Public Relations is studied entirely online, so you can qualify for a career in public relations without disrupting your schedule.
Just log on and learn when it suits, then pursue a role in public relations when you’re ready.
Get Started Now
Don’t put off your new PR career any longer, find out more about the course content and how you can spread the cost of the fees by talking with our Course Executives.
They can run you through the modules and help you get prepared for your online learning experience. Then, once enrolled, you’ll have the ongoing support of a dedicated professional tutor.