PUBLIC RELATIONS HAVE BOTH ADVANTAGES AND DISADVANTAGES.
Advantages include:
1. Credibility: Because PR communications are not perceived in the same light as advertising – that
is, the public does not realize the organization either directly or indirectly paid for them – they tend to
have more credibility. The fact that the media are not being compensated for providing the information
may lead receivers to consider the news more truthful and credible. For example, an article in
newspapers or magazines discussing the virtues of aspirin may be perceived very much as more credible
than an ad for a particular brand of aspirin.
2. Cost: In both absolute and relative terms, the cost of PR is very low, especially when the possible
effects are considered. While a firm can employ PR agencies and spend millions of dollars on PR, for
smaller companies, this form of communication may be the most affordable alternative available.
3. Avoidance of Clutter: Because they are typically perceived, as news items, PR messages are not
subject to the clutter of ads. A story regarding a new product, introduction of break through is treated
as a news item and is likely to receive attention.
4. Lead Generation: Information about the technological innovations, medical break‐throughs and
the like results almost immediately in a multitude of inquiries. These inquiries may give the firm some
quality sales lead.
5. Ability to reach specific groups: Because some products appeal to only small market segments, it is
not feasible to engage in advertising and / or promotions to reach them. If the firm does not have the
financial capabilities, to engage in promotional expenditures, the best way to communicate to these
groups is through PR.
6. Image Building: Effective PR helps to develop positive image for the organization. A strong image
is insurance against later mis‐fortunes.
Perhaps, the major disadvantage of PR is the potential for not completing communication process.
While PR messages can break through the clutter of commercials, the receiver may not make the
connection to the source. Many firms’ PR efforts are never associated with their sponsors in the public
mind.
PR may also mis‐fire through mis management and a lack of co‐ordination with the marketing
department. When the marketing and PR department operate independently, there is a danger of
inconsistence communication, redundancies in efforts and so on.
The key to effective PR is to establish a good program, worthy of public interest and manage it properly.
To determine if this program is working, the firm must measure the effectiveness of the PR effort.
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