Since many people are unfamiliar with the purpose of public relations or mistakenly categorize it as advertising, our Web site is also designed to provide you some insight into the dynamics of effective public relations and why it is a crucial ingredient of an organization's overall marketing mix.

There are countless definitions for the term public relations because it is a communications medium constantly evolving and open to new interpretations.

We believe the following definition truly captures the essence of public relations:

Managing an organization's reputation takes several forms. It could mean ensuring that a company's products are reviewed by important trade media, thereby achieving favorable public perception. It could mean telling a company's financial story to the business media to draw the attention of Wall Street if preparing for an Initial Public Offering (IPO). Or, it could mean elevating a company's image to position it as a good corporate citizen.

But managing reputation is also essential in "crisis situations;" for example, when a company is forced to recall a product. What does a company say and not say to the media? How will the recall affect the public? How long will the recall be in effect? Does the company need to compensate its customers, and if so, how? These are very serious questions that organizations must be prepared to answer -- sometimes without notice. Effective public relations is proactive, and having a strong program in place can alleviate a company's tendency to be reactive, and instead allow it to be responsive.

Simply put, public relations offers organizations something very valuable that advertising inherently never can:

Whereas any person or organization can buy space in a newspaper or magazine, or air time on television or radio to advertise their message, this medium, though powerful in some cases, lacks a very important element -- credibility. Suppose you were in the market to purchase a new personal computer for your home. You might thumb through a computer magazine to research the latest models. You come across an ad from a vendor telling you about many of the important features of that computer. But then you turn the page and see a written review of another vendorís computer system. It discusses such areas as the computerís features, benefits, capabilities and value for the dollar.

The computer has also won several awards and is even endorsed as an "Editor's Choice" in the magazine. Which computer are you more likely to buy -- the one advertised or the one being reviewed? The article offers you, the consumer, something the advertisement simply cannot -- unbiased, third party credibility.

Organizations strive for a complete marketing mix -- one that incorporates a blend of public relations, advertising, and other forms of marketing. When leveraged properly, public relations and advertising will complement and support each other. Advertising allows companies to communicate strong, quick messages to the masses. Public relations lends credence to advertising claims, allowing the company to earn the public's trust. When used in tandem, public relations and advertising provide organizations with a balanced, more thorough and targeted marketing approach than if used independently.

An aggressive public relations program is designed to contribute to a companyís overall marketing objective -- to generate growth in sales and market share by securing critical third party endorsement for the company's products and services. There is no substitute for building long-term brand awareness with the media and potential customers in order to attain maximum mind share for an organization.

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