Understanding
the Value
of Public Relations
by Roberta Carlton
Public Relations helps establish and maintain mutual communications, understanding, acceptance and cooperation between an organization and its various advances. It's about building reputations, developing relationships, creating a positive image and informing and persuading people. Depending on how strategically your company uses public relations, you can expect to see that department producing press releases, customer success stories and company spokesperson commentary in industry roundups and product reviews. More strategic PR departments will do more than implement these basic tactics. That's integrated marketing, where the targeted customer pulls together all the information and messages available to them in order to form an opinion and make the purchase decision.
(Taken
from DM News)