PR and marketing professionals should be heartened by a recent finding that PR efforts are likely to influence a consumer four times longer than promotions such as coupons, sweepstakes and refunds. The recognition of PR tactics as one of the most important ways of brand-building, is one of the major conclusions of "Your Brand Is Your Future," a publication released late last month by the American Association of Advertising Agencies (AAAA), New York. Building brand loyalty through PR tactics often requires deviating from generic, non-stop pitches to taking on one-of-a-kind campaigns to catch the media's attention and raise consumer awareness. The AAAA publication pointed to Procter & Gamble [PG] as exemplary in brand-building activities through public relations and other efforts --some of which also require PR expertise -- including trade show participation, demonstrations, product literature and advertising. The book also points out that non -brand-building activities, such as price promotions and coupons, influence sales less than one year.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.