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Guest post by: Thomas J. Madden Become an Author

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Why public relations? Shouldn't I put more money into advertising? Why should I take away from other budgets when public relations can't guarantee me a single exposure?

These are questions I've been asked over and over. And I've built a successful PR business answering them. Our firm, TransMedia Group http://www.transmediagroup.comhas helped clients from small businesses to some of America's largest corporations, to better understand the value of PR. At first, some were skeptical. When they saw how it could increase sales or the price of their stock, they became believers.

The anser issimple. Public relations is like a stealth bomber over a targeted market. Its messages are factual. Persuasive! They penetrate consumers' defenses against the advertisig onslaught. Who can resis an editorial invasion? Messages in the form of news.

PR deals with the suff that credibility is made of. Delivered by media, its messages bear the trappings of third-party endorsement. And because they aren't bought and paid for like ads, they are more believable. More valuable. If not priceless.

No wonder public relations is so highly effective at building consensus. At creating consent. At winning new business friendships in the form of customer loyalty, investor approval and community respect.

No business today can flourish without such a key component in its marketing arsenal. It starts with choosing a rifle over a club.

Eventually it becomes the a la mode on the marketing pie. Sometimes it's the spice in the recipe. More often, it's the ingredient producing the most impressive results.

While advertising can channel awareness into action, public relations is the sweeter salvo with its subtle power to create that awareness in the first place, to overcome barriers and make other marketing efforts more effective. It can ameliorate deep-seated bias or combat a crisis. And remove a blotch from an organization's chart with a surgeon's skill.

For these reasons, public relations shold be an integral part, if not, the main part, of the marketing program of any modern business enterprise.

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