The value of public relations
Media coverage that puts your brand in a positive light is the end goal with public relations. To the general public a positive mention in a feature or article is far more powerful than an advertisement that you can pay for because editorial content it is seen as much more trustworthy.
In addition to securing positive coverage in print and online publications that are relevant to your markets, a good public relations campaign should seek to avoid and handle any potential bad publicity too.
Getting good PR is not easy; in fact it takes a lot of time, skill and effort, and it is definitely a long-term strategy, but we often recommend it because positive media coverage is worth its weight in gold, especially when you are trying to build a credible brand.