S010 - PR: Owned, Paid, Earned Media Activity

Press release (PR) is a highly calculated communications process that builds a relationship between an organization and its target audience. A PR relationship is beneficial to both parties.

PR services, in a broad sense, are a combination of professional actions aimed at portraying a desired image to the target market. The creation and management of information arises results in the interaction between an organization or individual with the public.

When promoting products and brands, agency clients do not always clearly distinguish between PR and advertising. This leads to the substitution of concepts, the unification of directions or the exclusion of PR. However, PR is not only fundamentally different from advertising, but in many ways is more profitable.

A PR story is much more credible as it is not paid for and is independently verified by a reliable third party (for example, a credible media network).

Types Of PR Services

There are many forms of PR activity, most favorably:

• Work as an external press service
• Preparation of PR strategy and texts
• Conducting PR campaigns and events
• Research and reporting
• Monitoring of competitors' activities
• Reputation audit
• Crisis response

A professional PR agency, at the request of the client, can perform one set task providing a specific service. However, quality PR is more often a combination of several services.

Advantages Of Quality PR Services

1. Increase consumer confidence to your brand and product/service
2. Large-scale and free of charge attract the attention of the target audience and stimulate sales growth
3. Deliver value-driven content to potential buyers and partners
4. Effectively increase the intangible value of the brand

M&C Proven PR Marketing Results

PR is significantly different from advertising and actions the following developments:

1. Achieve highly qualified desired results inexpensively
2. Effective PR-promotion includes a set of PR services
3. Outcome of PR directly depends on the clarity of the tasks set and the professionalism of specialists working on the PR-promotion