The importance of public relations is always being questions by new business and marketers alike, though it is an over one hundred year old functioning part of our every day lives. Can public relations truly change the public perception of a product or company?
The answer again and again has been found to be yes, public relations has and can change the public perception of a product, a business, or an organization.
For new business starting out who want to perform public relations case studies to find out if it is worth the effort and money to have a public relations department generally are going to need to conduct a series of interviews with locals regarding their company and it’s products. These interviews should be done after a series of advertisements have been run, and the public has had a sufficient amount of time to recognize who this company is.
When conducting the interviews those being interviewed will need to be asked specific questions. Such as, what is the product this company offers? How well does it work? Would you purchase it? If so why? If not, why?
These will be important questions to know the answer to when trying to come up with a goal or an objective for your public relations department. Your public relations department must have an objective, and goals to reaching that objective, before it starts it’s campaign.
If most of the people questioned do not know what who the company is or what the company is offering, then obviously it is time to go back to square one with advertising, find out what methods of advertising they have been using, and switch them up so as to try different methods. If most of the people question do you know who the company is and what product the company is offering than this would be a good time to focus on the next question.
How well does the product work? Has the company hired a famous face who can give testimonial to the product? If not that most likely the people being questioned are going to have to rely on whether or not they have used it to know how well it works. Though in the advertising the advertisement may claim it is the best product of it’s kind, without a familiar face to back it the public will tend to be a bit skeptic.
After asking how well it works, if they say they haven’t tried it, it is good to find out if they haven’t tried it because they have no need, or because they don’t trust it is better than another brand. Ask them if they would purchase it, and then why or why not? This will be important in finding out if the advertisement has given enough information about the product, and in what areas it needs to increase the consumer’s knowledge on the product.
Once you know how well the advertising has worked then you can launch a public relations campaign. Your campaign manager or spokes person will most likely get in touch with local (or national) journalist, broadcasters, and magazine editors, to send out a press release and see if anyone will review the product. If their press release is successful then you will find quickly enough you will have more than enough testimonials. Your public relations campaign manager may also send out emails, post a web site of information, hold press conferences, or events for the public to come and learn more about your product.
After having conducted your interviews and launched and completed your campaign then it is time to re-interview the public. Just watch and see how successful a good public relations committee can be, it has been proven valuable again and again over the past hundred years.
Take a look at these excellent examples of public relations case studies: