There’s a saying that even bad publicity is good publicity, but unless you’re Paris Hilton that is far from the case. Some companies may not see the value in public relations, but if they become victim to a devastating media disaster then the value of public relations becomes priceless. However, PR isn’t just meant to quality control major disasters, it’s one of the main branches of an integrated marketing campaign. PR will raise brand awareness through legitimate industry sources vs. paid advertisements and help shape how customers view a product, company or even…you.

For instance, the State Lotteries are no stranger to negative publicity. The amount of press covering stories of lottery winners whose lives have been negatively affected by the money trumps the number of positive winner awareness stories. With a solid PR program, that could be reversed. By broadcasting on tier one outlets and creating feature stories, positive life changing stories would be heard, attracting consumer attention which will help raise sales.

Bad publicity might get you on the map, but a negative impression is hard to shake. By implementing a fully integrated marketing program with a strong public relations presence and internet presence tracking, any product, brand or company can raise awareness levels and inevitably raise sales.

Domus is an integrated marketing communications firm based in Philadelphia. For more information, please visit our web site at http://www.domusinc.com.