Public Relations: Advantages and Disadvantages

Public Relations have both advantages and disadvantages.

Advantages include:

1. Credibility: Because PR communications are not perceived in the same light as advertising – that is, the public does not realize the organization either directly or indirectly paid for them – they tend to have more credibility. The fact that the media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible. For example, an article in newspapers or magazines discussing the virtues of aspirin may be perceived very much as more credible than an ad for a particular brand of aspirin.

2. Cost: In both absolute and relative terms, the cost of PR is very low, especially when the possible effects are considered. While a firm can employ PR agencies and spend millions of dollars on PR, for smaller companies, this form of communication may be the most affordable alternative available.

3. Avoidance of Clutter: Because they are typically perceived, as news items, PR messages are not subject to the clutter of ads. A story regarding a new product, introduction of break through is treated as a news item and is likely to receive attention.

4. Lead Generation: Information about the technological innovations, medical break-throughs and the like results almost immediately in a multitude of inquiries. These inquiries may give the firm some quality sales lead.

5. Ability to reach specific groups: Because some products appeal to only small market segments, it is not feasible to engage in advertising and / or promotions to reach them. If the firm does not have the financial capabilities, to engage in promotional expenditures, the best way to communicate to these groups is through PR.

6. Image Building: Effective PR helps to develop positive image for the organization. A strong image is insurance against later mis-fortunes.

Perhaps, the major disadvantage of PR is the potential for not completing communication process. While PR messages can break through the clutter of commercials, the receiver may not make the connection to the source. Many firms’ PR efforts are never associated with their sponsors in the public mind.

PR may also mis-fire through mis management and a lack of co-ordination with the marketing department. When the marketing and PR department operate independently, there is a danger of inconsistence communication, redundancies in efforts and so on.

The key to effective PR is to establish a good program, worthy of public interest and manage it properly. To determine if this program is working, the firm must measure the effectiveness of the PR effort.