what-is-pr-useHere at JoTo we consistently field the questions: “What is PR?” and “Why does my business need it?”

According to Public Relations News, “Public Relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.” (1) Though “public” implies a direct interaction with the community, PR in business actually umbrellas a much more in-depth, behind-the-scenes process.

When business owners create their business plan, many utilize advertising as their main means of educating the public on what they do – and the reason is simple: advertising is seen on a daily basis. It’s tangible and recognizable.

But in business, you need to build credibility. That is the crux of why PRs do what we do – when a consumer sees an advertisement, they know the business is just trying to sell them something. But when a third party endorses your brand or service, you then have credibility. And consumers are more likely to make a purchase based on credibility rather than an advertisement. In the world of business, that is the key to development and resilience.

Think of the tortoise and the hare: advertising shoots out of the gate with promises of immediate results. But in today’s economy, people are less trusting and don’t release their hard-earned money as quickly to “see if something will work.”

Publicity and PR builds a credibility foundation; a foundation that you creates critical mass which backs up your advertising and ensures a lasting business that can carry you through any economy.

gI_101017_knowbe4Check out the success of one of our clients who has used PR since his company’s inception: KnowBe4 Grows Amid Increased Security Awareness Era—Secures 150,000-Seat Company, Encourages Strict Security for SMEs.  The results speak for themselves.  In this new economy, you need PR.

1.     Lautenslager, Al. “Why You Need PR.” Entrepreneur.com. Entrepreneur, 17 Nov. 2003. Web. 21 June 2013. entrepreneur.com/article/65672.