Just what is Public Relations? The simplest answer is this:
Communications that help a person or business enhance and protect their reputation. PR can be something as simple as having a client or colleague talk you up in a business or social setting. For many companies, PR is a vital function that goes hand-in-hand with marketing and sales.

Generally PR works through large communications channels like newspapers, magazines, TV, radio as well as through smaller channels like blogs, online publications and social media sites. If you’re not using PR you may be missing out on an opportunity to shape the conversation people have about you.

If you’re a client of CitySquares, chances are you are already engaging in a form of PR by generating ideas about your business through your listings. But there is a whole world of PR out there beyond that.

Here are a few reasons why you should consider ratcheting up the PR effort.

PR provides third party validation. When someone else—an independent person– writes about you and places that article in a public place, it has intrinsic value. That’s why companies want to be featured in the media whether it’s in the town paper or on the Today Show. A good PR plan includes strategies for promoting your story to the right media.

Many people think PR is expensive. It doesn’t have to be. If you’re a small business consider working with a small PR firm. A small business owner is used to being the point person and could be frustrated dealing with a junior level executive at a large firm. Plus, small firms are cheaper.

In PR, unlike in advertising, spending less doesn’t mean you get less. Cutting an ad budget means you lose your reach and frequency and that can undermine a good ad. But, cutting your PR budget and signing on with a smaller, more nimble firm can still result in an effective media placement. Similarly, opting for a black and white ad instead of color means you could fail to attract enough eyeballs to get the ad noticed. But working with a PR firm on a project basis as opposed to a costly monthly retainer can still get you featured on TV. In the end it comes down to how well your PR pro develops your message and leverages it with the media.

In today’s economy, ROI is more critical than ever. While PR is never a guarantee, it can be a cost effective way to get you message to the right people, and if you can still throw some money behind advertising—that’s even better.

Matt Ellis is a former television news executive with 20+ years at the local and network level. As the Head Writer for Good Morning America in New York, Matt earned a prestigious Peabody Award for his work covering the September 11th Attacks. Ellis Strategies represents his vision for helping businesses and organizations use the power of the media to further their causes. Email this author | See all posts by Matt Ellis

Tags | pr, public relations, publicity