A weapon called the word

For years public relations has had to work harder than any other part of the marketing mix to get its voice heard. But with recession forcing most organisations to cut their marketing budgets an increasing number of Welsh business leaders are quickly realising that public relations packs a bigger punch than its traditional marketing and advertising counterparts.

Public relations goes beyond the capabilities of marketing and advertising by using a diverse range of tactical tools to communicate your organisation’s message to the right people at the right time, whether that message is to educate and inform your audience, differentiate you from your competitors or position you as one of the leading players in your industry sector, for instance.

Adverts make promises, they seduce us all into believing what it says on the tin but offer little in terms of value added. PR, on the other hand, offers recommendation, credibility, and third-party endorsement – if an editor or journalist doesn’t like what you say in your press release they simply won’t run with it.

In much the same way as successful advertising depends upon creative design to make an impact, PR employs imaginative and innovative approaches that will grab your audience’s attention and ensure that your organisation is being talked about for the right reason. PR should never replace marketing and advertising, it should complement it – get this balance right and your organisation will soon reap the rewards.

So with the media coverage generated by public relations said to be three times more effective than paid-for advertising, can your business really afford not to make PR a central part of your promotional budget? As Bill Gates famously said, ‘If I was down to my last dollar, I’d spend it on public relations’ – luckily he has a sound PR team to safeguard all 25 billion of those dollars.

For more information on MacKenzie-Cummins PR go to www.mackenzie-cummins.co.uk

About yourcareermatters
CareerMatters was founded as part of MacKenzie-Cummins Communications in 2006 by Paul MacKenzie-Cummins MICG (Member Institute of Careers Guidance), regarded as one of the UK's leading career's advice and guidance writers and specialist PR consultant for the UK recruitment industry. Since 2006 Paul has been the leading advice writer for Monster.com and CareerBuilder.com - the two biggest careers website in the world -tackling all aspects of workplace and management issues, job seeking, career change and hiring trends. In 2006, 2007 and 2008 his writing contributed to Monster winning the Best Employment Advice on the Internet Award for an unprecedented three times beating the likes of The Guardian, Learn Direct and Personnel Today on each occasion. And his work was a runner-up for the same award in 2009. In 2009 Paul was a nominee in the prestigious HR Journalist of the Year Award and Recruitment, Retention & Motivation Journalist of the Year Award. Paul has been commissioned to write more than 500 careers advice and guidance articles for a number of lpublications, from regional and national newspapers to industry publications and various career-specific websites in the UK and USA. Recently, Paul was the Technical Editor for career psychologist Dr Rob Yeung's Job Hunting & Career Change for Dummies (John Wiley & Son, 2007). Dr Yeung is better known as the TV psychologist for Channel 4's Big Brother and the BBC's Who Would Hire You? series. Clients include: Monster.com CareerBuilder.com MSN Careers (Europe) TheLadders TotalJobs SalesTarget.co.uk IntaPeople Recruitment Lifetracks/YouthNET MediaSalesJobs The Press Gazette

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