Public relations is a communication discipline that involves identifying the right audiences, crafting a clear message, protecting reputation, and building long-term, positive relationships between an organization and its stakeholders.

Doing PR well takes consistent time and effort. Many clients find that hiring an outside PR service can help them by providing:

The objectivity of a third-party outside view;
Expertise in earned media, pitching media, writing news, developing messaging and content, arranging speaking engagements, researching and developing relationships with key media, developing and managing social media programs, and other activities;
Supplemental PR capacity when needed, which can be a more cost-effective alternative to building a large internal PR department.

Studies show people are far more likely to believe a news story than an advertisement, and the ROI on public relations leaves advertising's ROI in the dust. People have trained themselves to ignore advertising. For less cost than advertising, PR creates a more credible message.

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Not every story is newsworthy. Media outlets determine their coverage based on several factors, including timeliness, proximity, and relevance to their topic area and audience demographic.

We would love to guarantee results, but there are too many factors we do not control that can affect the program’s outcomes. For this reason, guaranteeing results may violate the Public Relations Society of America’s Code of Ethics (https://www.prsa.org/ethics/code-of-ethics/). We DO work with you to set realistic targets and expectations at the onset, and we DO guarantee that we will do our best to leverage our expertise to generate the results you seek.

For most clients, effective PR is a long-term process. It’s a marathon, not a sprint. And while we start working right away, it may take several weeks to conduct the necessary research and develop the correct messaging, before we can start media relations activity. Digital media coverage can come quickly; coverage in print publications generally takes longer because of their 2-3 month production lead times. Generating solid speaking opportunities for your executives at the best industry venues typically require a 6-12 month lead time.

Check out our previous work with our members (link to case studies). Then, take us for a test drive with a PR project. This way, you limit risk, cost and commitment. It allows us to get to know each other, check the chemistry and compatibility, and confirm the feasibility of a future together. This approach works well for both parties and is the foundation for several of long-term client relationships.

While both activities work to improve the standing of the company, the main difference between marketing and PR is the primary focus and methods. The ultimate goal of marketing is to increase sales through marketing campaigns such as pay-per-click advertising, SEO, email marketing, and content. PR strives to develop positive brand awareness through effective messaging and communication with the public. This includes coverage in the press, relationship building, and social media.

To better define the two, marketing is usually a paid endeavor through advertising, whereas public relations is a free endeavor through earned media in the press or online.