How can a public relations company promote itself and the discipline of PR to potential clients?
Public relations agencies have the same problem as advertising itself. Advertising has little credibility with consumers because it’s widely believed to be “self-serving.” Why should a consumer believe what you say about yourself? Why should a client believe what a public relations agency says about itself or the public relations functions? In essence, they are failing into the advertising trap. They lack credibility when they talk about the power of PR. The public relations industry needs public relations. They need others to say good things about PR, primarily the media like The Wall Street Journal, Business Week, Fortune, Advertising Age, etc. Actually that’s why many public relations agencies have asked us to speak to their clients and prospects. We are perceived as marketing strategists, not salespeople for the PR function. We have some credibility that public relations agencies do not.
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