PR is the closest thing to word of mouth. It's about safeguarding your reputation. The reputation of an organisation influences who we buy from, work for, supply to and invest in. It's well worth looking after!
Sometimes people are confused between PR and advertising. They're different, although they often work very well together.
With advertising, you agree a price for space or airtime and you may also pay a price for design / production and booking. The advert will appear in the publication exactly when and how you wish it to appear.
Press releases (one of the main tools of PR) work differently. Instead of paying a publication for "space" and design, you simply pay a professional PR consultant for a press release or news item about your organisation to be researched, written and sent to a "media list" of relevant publications, along with a photograph if appropriate.
GD PR & Media can advise and discuss on suitable or relevant stories and media. With over ten years experience of working within the media, we have the knowledge of what stories are likely to be picked up by newsrooms, and how best to present such stories.
Although you can't dictate exactly when, where and in what form your item will appear, the advantage is that the equivalent value of one well written press release can run to thousands of pounds, especially if it's picked up by several different media titles. The price remains the same regardless of how many times the item is placed.
The power of editorial to influence is often greater than advertising because the information is perceived to have impartial editorial endorsement and therefore more credibility.