why you should never ditch PR for direct mail

When firms are short of sales, they often look to direct marketing - such as mail shots - to try to attract leads.

The trouble is that mailing lists limit your audience.

By contrast, mass media PR reaches a wide audience, gently raising awareness.

It is not a substitute for direct marketing. In fact, it supports direct marketing by making audiences more receptive.

free and favourable

This kind of PR, sometimes called brand building or corporate identity, creates opportunity by building reputation.

Improve your reputation and you can get business from a better quality of customer. Potential partners are more likely to approach you. Favourable media coverage looks great in presentations as sales collateral.

And - as they say in the direct marketing world - that’s not all.

In a high profile company, the workforce is motivated and less likely to leave. It’s easier to attract new recruits. You’ll get on better with neighbours and the world outside.

Build a strong reputation, and it will increase the value of your organisation.