What does press relations do? Start of our new knowledge series "What's the benefit?"
'What's the benefit?' - as an agency for communication and strategic press relations, we come across this question time and again. In our new knowledge series, we provide clear answers: What exactly do we do, why do we do it and, above all, how does it benefit our (potential) clients?
Especially when resources and capacities are scarce, it is important to recognise the added value of press relations for your own company. That's why we are now sharing our knowledge of communication and PR in our blog and on social media and answering the most frequently asked questions. Firstly, we'll be shedding light on the question:
What can PR do that advertising can't?
When the spark ignitesImagine this: You're sitting round a campfire, the flames are crackling. The fire radiates warmth. You feel cosy. You want to stay and chat with the others. Good PR works like this campfire: it creates the framework for conversations and stories that connect people and build trust. As a PR agency, we see ourselves as the prudent hostess around the campfire. We invite people round, listen and tell our clients' stories - we add wood or extinguish flames that are too high.
»PR work creates an atmosphere that attracts positive attention without trying to sell anything directly«
This is very different from how advertising works. Advertising works like a sparkler: it is bright, glittering and visible at lightning speed. For a brief moment, it attracts everyone's attention and generates targeted buying impulses.
The flying sparks of communicationBoth the PR bonfire and the advertising sparkler have their place in communication about companies and their products. Well-done PR builds and maintains long-term, sustainable relationships with various target groups, while advertising provides direct, short-term sales impulses. The decisive difference is the perspective.
»Press relations enter into a dialogue with the target audience, while advertising only broadcasts.«
PR and advertising therefore complement each other perfectly. PR can be particularly valuable because its aim is to build credibility and trust and thus a lasting positive image. This substantially strengthens and supports the success of advertising campaigns. For an effective communication strategy, companies should therefore combine both approaches in a targeted manner in order to publicise themselves and their brand(s) holistically and effectively - so that the spark is ignited.
»Advertising ensures short-term attention, PR ensures long-term customer loyalty. Together they make for a fiery mix that is guaranteed not to leave your target group cold!«
Let's light the fire together!Would you like to find out how PR can light the spark for your company?
Then contact us directly and we'll discuss how we can optimise your communication strategy and build long-term relationships with your target groups.
Write us an e-mail or give us a call: Rainer Häupl (rainer.haeupl@bering-kopal.de, +49 711 7451 759-16) is looking forward to talking to you!