Public relations
~ an overview
Public relations is the single most cost-effective and credible way
to reach your target customers. It is the most essential component
of any marketing program to generate third party endorsement of your
product or service.
PR programs are a proven way to
extend your advertising and marketing dollars and build third party
credibility through editorial coverage. The key to successful public relations programs lies in knowing and
understanding the profile of your target customer and the most likely
publications and media outlets they use as information resources.
Unlike advertising, in which you are telling your audience the benifits of your product or service, public releations focuses on third-party endorsements which in fact make your product or service more credible or compelling. Simply illustrated, do you pay more attention to a review you've read for a restaurant, destination, resort, product or activity or the advertisment from the company?
Strategic public relations programs require a longer-term investment strategy that will reap rewards over time. If you invest wisely and maintain consistent communication with the media, your business or company will gain greater credibility with your key audiences and decision “influencers,” which will help increase business and sales. Quality PR is not instant messaging. It is a longer-term strategy that has proven impact on reaching your target audiences in a more cost-effective and believable way than any other medium. It is second only to personal experience in generating credible word of mouth referrals.
At Imagica, we develop effective and results-oriented public relations programs by working with our clients to define their message objectives and then make sure these objectives fit the product and service they can deliver. Through consistent messaging and images in all communications materials, there is greater assurance that the story you want told actually happens.
While no one can guarantee positive coverage, our 25+ years experience enables us to accurately assess each client’s opportunities based on their product, service and news value.
We think like the media on our clients’ behalf and craft messages that carry news value and interest to readers, viewers, browsers or listeners.
