At this point, PR is no longer a new concept to many people. Some businesses have identified PR as an extremely important tool in the process of building and developing brands today. However, which PR model is suitable for businesses? This is still a controversial issue.
Be careful with virtual values:
The success of some businesses in recent times has made many people mistakenly think that PR is a panacea, which can bring a brand strong health in the blink of an eye. Many people think that PR is simply about appearing in the media as much as possible. Inadvertently, they have simplified the function and value, equating PR with press relations or external relations. Other PR target groups such as shareholders, customers, employees, etc. are forgotten. In addition, some businesses do not have PR specialists but use part-time staff or through PR companies. Except for some companies that have affirmed their reputation, most small PR companies do not have or lack professionalism in this field. Therefore, instead of creating valuable information, they take advantage of relationships with the media and publish worthless news. Many PR plans sent to businesses only have a few items such as: how many news, articles, and reports can be published in newspapers and radio. The content does not mention the product's market segment, the time of information release... This only wastes budget and does not bring any benefits.
How to spend money effectively?
There are many debates about whether PR and marketing should be done by Chung or by professional companies? This depends on the reality of each business. Let's borrow the idiom "cut your coat according to your cloth" to talk about this issue. For small businesses, the budget for promotion is limited, so PR within marketing is a reasonable model. In this case, PR activities are often at the level of maintaining the connection between the business and customers. In the business, there needs to be at least one employee who is knowledgeable about the PR field, who has a deep understanding of the products, the current situation and the position of the business in the market. This is the person who represents the business to work with the PR company, checking the effectiveness of their services. Choosing the time to launch a PR campaign is also an important factor. For businesses operating on a large scale, with a diverse range of products and a wide range of business, establishing a specialized PR department is necessary. At this time, the PR department plays a leading role in promotional campaigns, including marketing. The PR department needs to invest more in depth, PR personnel must understand and exploit the maximum value of the product. PR specialists, in addition to professional knowledge of PR, need to be supplemented with knowledge of products, marketing, sales, etc. Thus, PR can create a different perspective on a business. However, in a comprehensive way, for a manager or a partner, the problem must be viewed realistically through finding out information about the business, not through the PR programs of that company. Currently, some companies and businesses take advantage of PR activities to polish their reputation in all areas of the economy in order to create a reputation as well as seek long-term benefits from PR activities, which may include the implication of "deception".
Saga
