The Benefits of Public Relations
By Doug Luciani Chief Associate, PRofit from PR - Public Relations & Marketing | October 28, 2008
Public relations takes time and commitment. Sending out one release won't get you on the cover of Southern Living or the front page of the NY Times. However, handle a crisis poorly and it will. Understanding public relations is important to any business. Effective PR can help you gain exposure and increase revenues.
Sure, PR can be maddening. It's hard to measure the ROI sometimes, but it can be done. It's time consuming, but the results are very gratifying.
Take a look at my most recent article in the Hotel Business Review "Hotel Communications: Working With Journalists" and get a better understanding of how you can harness the power of public relations and put it to work for your hotel.
Through the years, I have tried to help clients and those I have worked with gain a better understanding of public relations and how it works. I have also heard the reasons from others who do not take advantage of public relations and why they choose to dismiss this useful tool. At the end of the day, whatever their reasons for not using PR, it comes down to one underlying factor, a lack of understanding and appreciation for the benefits or public relations.
If you haven't considered PR before, or wrote it off a long time ago, now is an ideal time to learn more about it. Marketing budgets are tight. But, PR can help you extend that marketing dollar. If you tried PR in the past and didn't feel you got the results you wanted, I suggest you give it a try again. This time, ask yourself why it didn't work the first time? Was it your PR team? Did you not give them the tools they needed? Or were expectations unreasonable based on a lack of fully understanding PR?
Public Relations can deliver results with creative, strategic and proactive plans. Take advantage of this resource in your marketing tool box and hammer home your message.