Public Relations (PR) is essential for establishing credibility and shaping brand perception, yet measuring its return on investment (ROI) remains complex compared to advertising. PR emphasizes earned media which builds trust and influences the sales process subtly and cumulatively. Effective PR practices create initial touchpoints with potential customers that foster trust and awareness. Key methods of assessing PR ROI include monitoring media mentions and analyzing brand visibility, rather than focusing solely on immediate sales conversions. Ultimately, PR supports long-term brand loyalty and customer retention.
Unlike advertising, PR is rooted in earned - not paid - exposure. It's about building credibility, shaping perception and creating longterm visibility.
Effective PR efforts - press releases, media outreach, thought leadership - are often a customer's first point of contact with a brand.
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