Public relations or PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. An advertising agency is a service that creates advertising material, contracts for publication space and sometimes undertakes market research on behalf of its clients. Advertising agencies and public relations are commonly confused as being one and the same, however, they're not. Although they share similar goals in concept, they have extremely different strategies.

PR specialists use a variety of tools and techniques to build a relationship with a targeted audience. The press release is one of the most effective PR tools. Information that is communicated as part of a regular radio or television program, newspaper, and other mainstream media, achieves a much bigger impact than advertisements.

Business-to- business advertising usually complements a strong Public Relations strategy, and often plays a supportive role by creating brand awareness using targetted media platforms. First and foremost is the communications' strategy which addresses the role advertising should play in the market mix, dependent on the available budget. In today's market, the role of online advertising has become increasingly effective, so when planning, both online and print media should be considered.

It's important to develop a media strategy for business to business advertising, and then place your bookings for 6 months to a year to leverage best rates with the media houses. Ad hoc and reactive advertising should not be the core strategy, but rather the contingency to accommodate sudden changes, new opportunities etc.

If you've just opened a new business or want to give your current company a new image, it may be a good idea to hire a public relations consultant. However, before you make your final decision about the professional that is best for your business, you should know what a typical workday for a public relations consultant looks like. This will help you to have realistic expectations for your public relations consultant and will give you a better idea of where you want to take your company from a marketing standpoint.

Public Image

The main role of public relations consultants is to portray your company in a positive light. This can entail anything from writing press releases to let consumers know about a new product or service your company is promoting.

Building a brand is one of the most important factors to having a successful business and is ultimately the lifeline of any enterprise. It can also be one of the most difficult achievements for a business to do. By having a strong product or services paired together with a favorable mix of advertising and public relations you can build a brand that consumers will be able to easily identify and trust.

It's no secret that advertising is one of the quickest ways to get your business' name and brand out there. Advertising provides flexibility and creativity to marketers and that allows them to really capture the essentials of a product or service.

When making a decision whether to use an external public relations consultancy or not, there are a number of factors that could influence this decision.

Although public relations can be managed in house, using a consultant can bring a great deal of experience to the business without the cost of a salary of a full time employee. A public relations consultancy can be hired by a company for less money than they would have to pay to employ a full time public relations expert to carry out the same work. It is also worth bearing in mind that some of the work that the public relations consultant will carry out can be promotional in nature and may take the place of some of the marketing which the company budgets for.