Especially in smaller companies, PR is likely to be a major investment area and is often viewed as a low-cost alternative to magazine advertising. Publicity is taking on a more important role with many consumer companies selling broad based products as well. Publicity is important because it is the only part of the marketing program that builds credibility. Many industries are blessed with innovative, yet unknown start-up companies. For these start-up companies to rise above their competitors, it's essential that they build credibility through publicity.
Credibility is the key to winning consumers' minds, hearts and pocketbooks.
When PC Week columnist Jim Seymour praised Revolution Software's VGA Dimmer, a software program that saves the screen from burning out, readers jammed the phone lines with orders for several weeks. When New York Times writer Peter Lewis wrote about Eye Relief, a large type word processor from SkiSoft Publishing Corporation, the article was syndicated to 12 newspapers in large cities, leading to orders from across the country. When American Express introduced their Platinum Cards, they relied only on publicity from newspaper and magazine business columnists. When Commodore International introduced the Amiga Computer in 1985, the returned registration cards showed that 87 percent of the early buyers said they bought the computer based on public relations in the form of reviews and news articles they had read. The Amiga is now a favorite in the video industry because publicity drove early sales.