If you've ever wondered just what public relations is all about, you're not alone. PR is a bit like taking a Rorschach test; it means different things to different people.
That's why a recent article at Inc.com is helpful in cutting through some of the clutter surrounding the profession. Writer Steve Cody does more than that. He explains why public relations is often more effective than traditional advertising.
"In fact, with the advent of the citizen journalism and the simultaneous decline in trust in all of our major institutions, PR now far surpasses advertising as the most-trusted source of information for most consumer or business purchases," he writes. Did you catch that? Most-trusted!
The reason, Cody believes, is that PR is used to enhance credibility. It's not merely publicity, but a story told by reporter, editor or anchor. That credibility gives an added boost to the story that a paid commercial never can.
PR becomes an effective way of engaging in the social media discussion with an added level of authority and credibility that supports and builds your message as well as your brand.
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