When companies are considering which marketing tools to use for their business, PR should be at the top of the list. Why? Here are the four top reasons:
1. It’s affordable. PR is recognized as being more cost-effective than traditional advertising. Studies each year show that people believe news stories/editorial more than they believe paid advertising. Nationwide, spending on PR continues to increase because of its positive ROI.
2. Conversations don’t stop with the economy. Online and word-of-mouth conversations occur 24/7 in social media and in person. PR is recognized as the discipline that is best suited to monitor these discussions for signs of potential crisis and manage them. Consistent PR will build goodwill “equity” that helps when bad news must be communicated.
3. Step forward when everyone else steps back. As other companies reduce spending to ride out the story, opportunities are created for other companies to step forward. Those firms who are thought leaders in the difficult times can maintain their leadership position for the long term.
4. Be first in line for post-recession purchases. Tough times will not last forever. Even though people aren’t buying as much as they used to, it doesn’t mean that they are not thinking about their next purchase. Companies that have maintained their PR efforts will be in a better position to take advantage of expanding markets.
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