All forms of publicity are lifeblood to a business, and to neglect public relations would be to miss out on a valuable opportunity for self promotion.
The particular value of public relations is that there are no media costs to find – it effectively offers your business free publicity – and since it is wrapped in the form of a news report or editorial, it has greater authority, and is therefore likely to be more influential than a paid-for advertisement.
Public relations provides an unrivalled means of building a company’s reputation and raising its profile in the marketplace. It can be used to mould public opinion in your company’s favour or, on the other hand, counter negative public perceptions. More specifically, when dealing with hard news items – like a new product launch or the opening of a new store – it helps to drive sales and generate footfall.
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