PR has many components, so it is difficult to say whether it works or not without defining "PR". In this instance, let's assume that you are asking whether good news stories will help you attract new clients or customers.

When your current associates and friends find out about your product, whether it's a mutual fund or a company developing community projects, do they want to invest in it? Is your product superior to its peers? Does it have a proven track record? If the answers to these questions are yes, then news media coverage will probably attract investors or customers.

The people who already know about your company or investment opportunity are all consumers of the news, so they can act as a small sample of the wider public. If they are interested in your product, then it is more than likely that others will be, too.

News media takes the news of your superior product or investment opportunity and tells the world about it....or at least a lot of people who have never heard of you.

Are there times it doesn’t?

At SunStar Strategic we believe PR programs have the greatest success when combined with other sales and marketing initiatives. Neither PR nor marketing is a single action, but each is a process with many elements that contribute to its success (or lack thereof).

The key to a successful marketing campaign is knowing your audience.

Are you promoting your company to the right group?

What about your product messaging?

Even if you're targeting the right people, you may not be engaging them with the right story. There are countless ways to communicate with your audience and it's important to engage them on various levels and consider the media used. If your target audience is web developers then radio ads probably isn’t the best vehicle to get your message out.

Public relations and marketing is a process that involves time and strategy. Think things through, plan ahead, and give your programs time to work. The process can seem daunting, but SunStar Strategic can help.