While some marketers may prefer to handle their own PR tasks, many others will seek the assistance of outside PR professionals rather than attempt to handle these activities themselves. Skilled PR professionals offer many advantages for marketers with their two most important being:
Understand the Importance of Media Content
A critical tool for PR is the development of media relations. Public relations professionals are trained to unearth good information about a company and its products, which can then be presented to the media in the form of a content idea (e.g., suggest an article featuring the company, suggest on-air interview with a company representative). Just like selling products, selling a content idea requires those “pitching” the idea to present it in terms that will benefit the media outlet. PR professionals are skilled at presenting content ideas in ways that capture the interest of members of the media.
Know the Media
Knowledge of the media’s market may place PR professionals in a better position to match content ideas with the type of information sought by specific media members. Their skill at targeting the right media may prove to be a more efficient use of promotional resources than would occur if a marketer, who has little understanding of media needs, attempted to handle this on their own. This skill is especially valuable for organizations looking to do PR beyond their home market. Unlike advertising, where a standardized message can often work across different countries and cultures, the message presented through PR must often be adjusted for individual countries and, in some cases, subcultures within countries. For this reason, many organizations find that undertaking PR in the global market is better left to experienced professionals, who possess greater knowledge of a particular foreign market.