PR for PR success

Press releases can help contribute to a firm"s public relations (PR) successes, a report has claimed.

Stating that journalists are typically wary of plugging products, releasing press releases that ensure that a brand is mentioned can be a cheap form of marketing.

In addition, the Guardian report claims that consumers are more trusting of stories that showcase a product in the context of a story rather than advertisements.

"PR is massively influential," Graham Goodkind, chairman of marketing agency Sneeze.

"The strategic PR people don"t get the credit in the media they deserve. But journalists, by their nature, aren"t going to write about PR people being so fantastic at helping them do their jobs."

Surveys, publicity stunts and strange-but-true stories (such as Woolworth"s releasing Prince William "royal wedding" crockery) can all get a brand mentioned in the media, "often for less than the price of an ad".

"And they will appear, with far more credibility, in the bits people actually read," the article states.

© Adfero Ltd

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