A few weeks ago on our blog, the question was asked why is public relations important, especially in our poor economy today? Jenny was dead on when she rhetorically asked how are you supposed to attract new business if you get rid of the people that are in charge of bringing it in? Her first point in having a public relations company was to target in on the marketing position. Agreed, no doubt. Unpaid advertising and marketing is extremely important to companies nowadays. Many cannot afford to spend the money when it is needed elsewhere to make a successful business run smoothly. That is where the PR firm plays its role.
I think there is something else however that it can do to enable its market positioning strategy further for success and that is position the company to be an expert in its respective field. Eiler Communications is a case in point. It specializes in high tech PR and has the experience and track record to prove that.
Proving to an audience that the company is an expert in hi tech is a type of brand equity. An organization with strong brand equity will enjoy visibility and a reputation that makes them stand out from their competitors. It also becomes relevant when people believe the organization, or its services, add value to their life. Therefore, by strategically placing the company through a public relations agency that specializes in market positioning (especially in high tech areas), they can relax knowing that clients will become interested based on their expert services with little money spent on paid advertising.
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