THE POWER OF PR

What is the Power of PR?

The "power of public relations" is a great way to build your brand. 

The power of PR will dwarf the ROI on advertising and many marketing efforts

.

For example, a 150-word news brief about a Nashville-based logistics firm resulted in $5 million in new reoccurring revenue after a Florida executive at another company read the brief and hired the firm.

This business opportunity formed because a news item about a company carries three times the credibility and has six times the visibility of an advertisement.

The power of PR

• “If I was down to my last dollar I would spend it on PR.” – Bill Gates, Microsoft founder

• "Public Relations is one of the best returns on investment [your company] can make. You won’t be able to buy the kind of advertising a good PR firm can generate." – Michael Glass, advertising industry consultant

• “PR – even though it is underutilized – is extremely effective when properly leveraged.” – Harvard Business School

• “Seventy-one percent of business owners say their marketing dollars are best spent on PR.” – Inc.

The power of PR

• “You’d better get yourself a PR partner! PR is not always visible and not overnight, but it helps subtly and significantly over time.” –Tony Mikes, advertising industry consultant

• A news story about a product or service has six times the visibility and three times the credibility of an advertisement of the same size or length. – Starch Research,

• A sale is 89 percent more likely when unpaid messages generate positive discussion in advance of such purchase. Such messages include news coverage, referrals and word of mouth. – Starch Research

• Nearly nine in ten Americans (86 percent) say that learning about a company through news coverage is more influential and credible than seeing a company’s advertising. – Starch Research

The power of PR

• 1,800 corporate executives say that PR is more important to a company’s success than advertising. – American Advertising Federation

• PR is the most effective way to establish brand credibility, gain media coverage, and get the best return for marketing dollars spent. – McBain Associates

• “Seventy-two percent of senior-level marketers said PR is most valuable in supporting product marketing and product launches.” – Advertising Age

• “Marketing executives said PR is the most effective marketing discipline for launching new products or services (55 percent), building awareness (52 percent), generating word of mouth (51 percent) and building brand reputations (50 percent).” – PR Week

The Power of PR

• Pontiac gave away a G6 to each of the 276 audience members on The Oprah Winfrey Show. Within two weeks of the event, the show achieved 87 percent adult G6 awareness, the highest Google.com click-through rate ever (17 percent) and a 600-percent increase in traffic to Pontiac.com.  – Mark-Hans Richer, Pontiac

• Eighty-six percent of adults read community newspapers. – Community Newspapers Survey/NNA

• Eighty-four percent of CEOs say media interviews are the most effective way to get the company’s message across. – Impulse Research

• Sears estimates that a positive mention on The Oprah Winfrey Show led to $13 million in direct sales. – PR Council

The power of PR

• “Advertising is necessary for competition… But good PR educates.” – Steve Jobs, Apple co-founder

• Your company, like those in the Harvard Business School study, is probably under-utilizing the power of PR

• Imagine yourself on Good Morning America, or being quoted in news stories about your company on the front page of USA Today.