It seems that everywhere you look, there is another advertising medium that is vying for your attention. Public relations almost seems pointless since any customers or clients are going to be bombarded with information from all angles about things they may or may not even care about. Since there is no way of controlling, or even accurately guessing what information the customer may have about your company, or even if this information is correct or incorrect, is there really much of a point to focusing on PR?
The answer is a definitive yes. In today's information intensive world, PR is more important than ever. Unlike in the past, if a customer or client is unhappy with your products or services, they now have access to a world audience to complain to. The media is quick to pick up on individual stories, and people read blogs as much as they read the news. Many are even beginning to look to blogs as a source of news. Because of this, if your PR strategies make even one person think highly of you, that one person could have a web presence that equates to thousands, if not millions of dollars worth of advertising.
The information overload that we all suffer on a daily basis has been proven to have the effect of causing us to sometimes remember none at all. With all of the negative news on subjects such as natural catastrophes and wars around the globe, people often want something positive to grab onto. If they can associate those positive feelings with a business that will provide them with a needed service, they feel they've accomplished something. This is where PR is doubly important. Not only is it good to have customers seeing your business in a good light and spreading the word of their feelings, but if they also use your services and feel good about it afterward, they are much more likely to become repeat customers, as are their friends, relatives, and anyone else they may confer with on a daily basis. Communication between people has never been faster, and a good PR campaign can take advantage of all the digital age has to offer.
People are social creatures. Regardless of what the media throws at them, they are still going to put a heavy emphasis on what their friends and co-workers tell them. A healthy PR campaign is the only way to be sure that you are getting as much positive information out there about your business as you can.