Frequently Asked Questions
How will Public Relations help my business?
Public relations is, ironically, much misunderstood by the public.
It is not advertising but it is part of the activities that make up the 'marketing mix'.
Any company marketing a product or service generates a public image.
Effective public relations seeks to create a true picture of the client company that presents it in a positive way. To do this one must reach the public consciousness through the mass media, which largely shapes public opinion on all matters of public concern.
Consequently a truthful and positive image of the client company is instilled in the minds of journalists and opinion leaders in the mass media.
How can PR activity be measured?
The results of an effective press and public relations campaign are tangible and come in the form of column inches in the press and minutes of air time in the broadcast media, featuring the client company and its products or services.
From inception to yielding good results, a good PR campaign takes about 9 - 12 months. But those results will cost considerably less than comparable direct, above-the-line advertising.
The results are also more effective than direct advertising because the public rightly accords greater credibility to information that has been through the discriminating filter of editorial evaluation, than to claims made in advertising, however true.
This is not to say that PR in isolation is more beneficial than advertising. Each reinforces the other and should be included in a balanced marketing mix.
What can Vox do for me?
After close consultation with the marketing arm of a client company, Vox Communications will agree a press and public relations programme tailored to the client company's needs. Many people closely involved with a company become oblivious to the number of company activities which have real news value and which would generate substantial media interest if exploited correctly. Vox Communications will identify news worthy activity and communicate it, through press releases, to the target media on a regular basis. This provides a steady drip feed of information about the client company, its products and services, to journalists and will heighten journalistic awareness in the target media of the client company.
© Vox Communications 2010