Why
PR
Consumers are becoming increasingly skeptical of advertising. Largely
because consumers have been relentlessly bombarded with insipid and
annoying ads. In such a scenario, the consumer seeks reassurance
from word-of-mouth (of friends, colleagues, neighbours) or third-party,
objective views (from newspapers and TV).
This is where PR steps in …
It plays a 'cosmetic' role during launches : disseminating information
to media houses so that Clients get wide and positive coverage.
And a 'damage control' role : managing public opinion when a Client
faces a consumer crisis, during an industrial disaster or hits a bad
patch in the stock market.
Today, PR has a more ongoing and strategic role : building trust and
credibility through sustained, structured activity. |
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