Effective PR

2. It's Not All Selling

Public relations can sometimes involve a lot more than putting out press releases and talking to journalists.

You may have important objectives that cannot be achieved just by gaining press publicity.

2.1 You may need to reach small, select groups of individuals directly, with complex or specialised messages.

• Advertising tends to simplify issues. With carefully targeted PR, you can put a different spin on your message for each of the audiences you need to address.

2.2 You may be able to influence key 'opinion-formers' to think well of your company and mention or use your products.

• The opinion-formers you decide to target will depend on your markets.

2.3 You may be able to lobby and influence trade bodies, or even the government, to adopt policies favourable to your business.