Do you want to get a brand loyal customer base that generates repeat sales and referrals? An effective PR strategy can sometimes get you much better results than direct, paid advertising. These benefits come in the form of a highly engaged and loyal customer base at a much lower cost than paid, direct advertising. If your PR effort works right you can successfully endear a much larger audience. Let’s assume a reputable and relevant magazine published an article in which it mentions you as a trusted supplier. People in general will take that published article as much more credible evidence of your worth than if you market your product features directly to the customers. For example, an interesting article in the New York Times which highlights your product would have an average engagement time of around 20 minutes as opposed to an expensive TV commercial that you run for a much shorter duration. The results in terms of increased sales and brand loyalty would also be better as the article in New York Times is perceived as much more trust-worthy than direct advertisements by your company. Further, the article has a high likelihood of setting of a ripple effect whereby other publishers refer to it and cite the article. In this way, the positive publicity gained by you is phenomenal. Continue reading …
