Why is PR or Marketing Important for Businesses?

By Muhammed Moshood

In the dynamic world of business, public relations (PR) and marketing play pivotal roles in the success and growth of a company. While some may argue that these functions are unnecessary, history and real-life examples demonstrate their value. Here’s a compelling case for the need for PR and marketing in business:

Firstly, PR is essential for managing a company’s reputation and maintaining positive relationships with stakeholders. A tarnished reputation can have disastrous consequences, leading to loss of trust, credibility, and, ultimately, customers. Take the case of the Tylenol crisis in 1982. When tainted capsules resulted in several deaths, Johnson & Johnson’s swift and transparent PR response, including product recalls and improved safety measures, helped them regain public trust and emerge stronger.

Secondly, marketing is crucial for creating awareness, generating leads, and driving sales. Effective marketing strategies can differentiate a brand from competitors and establish a strong market presence. Consider Apple’s iconic “1984” Super Bowl ad, which introduced the Macintosh computer. This groundbreaking marketing campaign not only showcased the product but also ignited a cultural phenomenon, propelling Apple to become one of the most influential tech companies today.
Furthermore, PR and marketing are essential in times of crisis. When faced with adversity, companies need skilled communicators to navigate the storm and protect their interests. One example is how British Petroleum (BP) handled the Deepwater Horizon oil spill in 2010. Through a comprehensive PR campaign, BP worked to contain the damage, provide compensation, and rebuild their reputation. Effective crisis management helped them recover and regain stakeholder confidence.

Moreover, PR and marketing contribute to long-term business growth by building brand loyalty and fostering customer relationships. Coca-Cola’s marketing efforts, such as the “Share a Coke” campaign, personalised the brand experience and connected emotionally with consumers, resulting in increased brand loyalty and sales. This ongoing relationship-building ensures customer retention and encourages positive word-of-mouth, which can lead to new customers.

In today’s interconnected world, where information spreads rapidly through social media and online platforms, PR and marketing have become even more critical. With the ability to shape public perception, manage online reputation, and leverage digital marketing channels, businesses can reach wider audiences and engage with customers like never before.

In conclusion, though PR is a part of marketing; they are not the same, yet quite indispensable functions in a thriving business. Companies who invest in these functions can gain a competitive edge, nurture relationships, and achieve long-term success. Of course, sizes of investments in either will differ based on your company size, budget and business needs; an understanding of these factors will help make a great deal of decision.