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The true value of PR will emerge in the credit crunch February 24, 2009

Posted by BCME UK in PR.
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By Eyndia

I think that the current economic downturn is going to be an interesting time to see the true value of PR as part of the larger marketing mix. Regardless of the industry, brands are looking for the most cost effective way of making their marketing budgets work for them and drive interest in the brand that will deliver on their bottom line.

Now more than ever, agencies need to be measurable and show a definitive ROI on their activity and this is where I think we could see an increased investment in public relations activity.

As PR practitioners we draw the consumers into a ‘conversation’ about the brand, and rather than shout brand benefits at them with pushy advertising messaging we are able to inspire them with brand stories, and hold their attention through multiple campaign tactics that helps raise the brand awareness amongst a large market.

Tactically, we target the brand’s specific audience through multiple media platforms that appeal to the consumer, rather than mass saturation campaigns and with the prevalence of Web 2.0 there has never been a more important time generate ‘word of mouse’  through online socialising.

Over and above everything else, we are able to deliver this at a fraction of the budget, usually set aside for massive advertising campaigns. Agencies that are able to offer 360 degree thinking and execution of campaigns are going to lead the way as this a great representation of the versatility of our discipline.

I think that 2009 is going to be a really exciting year for PR, especially when considering the huge spike in our online presence. We are definitely going to be an industry to watch.

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