Public relations: 10 roles it can fulfil in marketing

published 2002

Public relations has the capacity to add many dimensions to a marketing program.

Here we list some of the roles it can fulfil:

1. Communicate the brand values internally so that all staff are aware of, understand, and support the brand vision, as well as ‘live’ the brand values
   
   For example - run an internal program in advance of a new major product introduction or a change in brand name.

2. Ensure that important brand or product milestones are exploited and leveraged at a corporate level as well as to relevant trade, business or consumer media. 
   
   For example - the sale of your millionth widget may provide publicity opportunities and could also warrant an internal ‘thank you’ celebratory function within the company.

3. Create the right environment for new brand or product launches
   
   For example - Microsoft traditionally introduces all its major products through PR well before the product reaches the market.  Car marketers have also always done this.

4. Access hard-to-reach audiences who are either suspicious of, or cynical about, advertising and traditional marketing techniques
   
   For example - teenagers may be reached through media exposure and promotional techniques rather than conventional advertising.

5. Utilise media channels that advertising cannot, either because the budget won’t stretch that far or because it doesn’t warrant the advertising spend
   
   For example - while you might choose to advertise in only a few consumer magazines, PR can seek editorial in the others, thus spreading your reach.

6. Communicate to sub or secondary groups of the target market
   
   For example - seniors might not be a core initial market, but they may be seen as a potential market. In this case, PR can be used for ‘seeding’ this market.

7. Fill the valleys and troughs in your advertising campaign
   
   For example - if you plan three flights of concentrated advertising through the year you should look to use PR between these flights to ensure consistency and continuity of communication.

8. Deliver more rounded messages
   
   For example ­- advertising for a household appliance may need to focus on just one or two core messages whereas PR can be used to deliver other messages that actually increase the appeal of the brand.

9. Exploit issues or trends
   
   For example - when anti-bacterial kitchen cleaners came on the market it was necessary to use PR to tell consumers that there was a problem with germs in the kitchen first, before heavy advertising began.

10. Protect your brand or category from criticism
    
    For example - some brands, or product categories, face questioning and attacks from all sorts of experts and activists who seem to get more than their fair share of media coverage.  PR can help counter this.

The author of this article - Grant Common - is a Sydney-based independent advisor who helps PR Managers get the best out of their PR Department and/or PR agency. He also blogs regularly on topics similar to this.