“Until the lion learns to speak or write, every story will glorify the hunter”, says an African Proverb. Consider the case of the world’s topmost brands; each has been a classic outcome of excellent story telling. Marketing is all about story-telling and all that matters is how well do we tell the story, to whom and in the what manner. In a world where content is king, the art of story telling can be your crown- you only need the right jewels to be tucked in.
PR- Public Relations is an art of story-telling and a PR agency is your way to outsource the art.
It is a strategic process of building a brand, its identity, reputation and goodwill. While a good PR campaign is a must for delivering your key message to your audience, a sustainable PR strategy can carve a pathway for your brand’s success destination.
PR professionals are the connecting link between media, including newspapers, magazines, TV channels, online news websites and blogs and the brand. Communicating key messages to the media through creative writing, media relations and lobbying, a PR agency is the vehicle to drive your brand’s recall value. Unlike advertising, PR works on relationship building. The better the content and connection built by an agency with the media, better would be the result in terms of the brand’s coverage. Modern day PR also includes digital amplification through blogging and social media.Advertising v/s PR
Advertising costs are sky rocketing with an increase in demand, entry of innovative products & services and a growing number of marketing intensive brands. A brand’s story if told to the right media, using the right channel and communication message through PR, can create 5 times the value of an advertisement at 1/10th of the advertising cost. While an ad says, ‘I am awesome’, a PR article conveys the message, ‘Trust me. They are awesome’, thereby creating a third party endorsement for your brand through media. Word of mouth has been proven to be the best form of publicity.
For new brands, public relations can be an important tool for building an industry presence and for established businesses, the practice can help to further their brand’s reach.
“If I was down to my last Dollar, I would spend it on PR”- Bill Gates.