Just remember that even at its most effective, advertising can only induce your target audience to try you once. Make sure you're ready to deliver when customers come calling. Public relations Finally, if you think marketing is hard to clarify, try pinning down an understandable definition of public relations. Members of the media are a big influencer, but so are customers, employees, distributors, investors, analysts, industry leaders, government regulators, community leaders, and others. The tools of public relations are quite varied.
Public relations is diverse, and that's why it's probably the least understood tool of the three.
As with any other form of communications, public relations objectives that support your company's overall strategy should be determined before plans are developed. Public relations objectives may include increasing awareness, changing behaviors, or shifting mind-sets. But be sure you don't make the mistake of tying public relations objectives directly to sales. Take a longer-term approach, and use the tools of public relations to establish credibility, increase awareness, and build competitive distinction. That depends on a number of factors, including the nature of your product or service, means of distribution, audience demographics, and budget.