It should go without saying that positive publicity is a good thing. Few people, however, truly understand how good it actually is. Most just assume that positive publicity means putting a business in a good light. Well, this is true, but it is not the whole story. Positive publicity goes hand in hand with public relations. Good publicity means good public relations, and that is something that every business needs.
Understanding the value of positive publicity means first understanding what exactly public relations is and how these two things work together to make a business successful. Public relations refers to any action taken to maintain open communication and a good relationship with the public. Publicity is often one of the best ways to communicate with the public, and positive publicity means that the public will see a business in a positive way.
Every business owner knows that public opinion is very important. After all, it is the public that determines the success of a business! A product or company is doomed to failure if people do not support it. This means that a positive company image is essential for lasting success, and this is where publicity and public relations come in.
Many people confuse publicity with advertising, but they are separate things. Advertising focuses on selling a product whereas publicity and public relations focus on people and keeping a good relationship with the public. If an advertising campaign fails, then a product won’t sell and the company will take a hit to their profits. If a public relations campaign fails and the company receives negative publicity, then its entire image is compromised and the entire company may never recover. Positive publicity is very important for success.
Think of all those times you hear about a company doing a good thing for its workers or supporting a charity or going the extra mile to recycle. Do those thoughts make you smile? Do you think of the company more positively? Of course! This is the value of positive publicity. It makes people associate a company or business with good things, and this is vital to success in the business world.
Of course, getting the positive publicity and building the image of the company is not easy. It requires lots of planning, lots of strategy, and lots of study. The Internet has made this process a bit simpler in that it allows PR specialists to reach more people and research what the public likes, but public relations and publicity are still very complicated and often hit or miss.
In the end, it is not having a great product, service, or even an unbelievably fantastic advertising campaign that makes a business successful. It is having excellent public relations and lots of positive publicity that keep the public supportive and make a business thrive.