When businesses tighten expenses, marketing-related activities are normally first on the chopping block. According to a recent article in the New York Times, many companies are finding it beneficial to put their money into public relations as opposed to cutting marketing all together.

Instead of paying top dollar for media placements such as newspaper ads, television spots and billboards, companies are engaging public relations firms to earn coverage in magazines, newspapers, TV outlets and blogs. In addition, the public lends more credibility to companies in articles they read than they do in advertisements.

Some people believe that they can write a press release, send it to the media and watch their sales double. If that were the case, this entire industry wouldn’t exist.

At it’s truest form, public relations is a management function that relies on professionals to communicate the truth effectively to varying media outlets to change perceptions, educate the public and increase sales.

Looks like Hollywood agrees:

Check out Brooks Barnes' article in today's New York Times

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