By: Tom B. Smith
You are probably wondering why hire a professional when it is common sense that the public will love you if you are good. Yes, this is true. People love supporting organizations with a good heart. However, how will the public know if the organization has a good heart if they do not share their goals, plans, and achievements to the public?
This is the task of the PR group. They have to make sure that the public sees the good side of the organization. Aside from that, having a PR group offers several advantages. Here are some of them:
1. Credibility is one of the major advantages of having a PR group. Unlike advertisements that pay networks or billboards to show the promotional items, PR builds an organization through stories. Stories that are true. PR group uses the media as a channel to get the message through. Since most customers perceived media as an independent party, they trust their judgments and reviews.
2. It is long lasting. PR builds the credibility of the organization. As long as the organization maintains their credibility, the name of the organization will remain good in the eyes of the consumers. This means that they do not have to post an ad to remind the public that they have high quality products. Just the mention of their name, the customers immediately associates it with quality.
3. Its cost is not as high. The amount you are going to shell out is very low compared to the results you will generate from the campaign. Since it is long lasting, you will benefit from it longer as well.
4. Customers will find the organization more interesting. Unlike in advertising that only takes a few minutes, the PR efforts stir the interest of the public. If they are able to read that the company cares for the environment, they will check out their activities that prove the claim. If they are having a grand recycling program, they will be able to generate support from environmentalists.
5. It helps build the image of the organization. PR efforts do not only concentrate on business segment of the organization. Its efforts are towards the company as a whole. Because of this, the consumers will not only patronize a single product from the company, but its whole line of items.
Surely, public relations offer several advantages. Its effects last longer. Since this is the case, its cost is definitely lower than any form of promotional tools. Aside from that, its campaigns are not only for one line of product. It builds the credibility and reputation of the entire organization.