The Power Of Public Relations

They say that a good name is priceless. In fact, a precise figure can be given for the value of a good name in business: 70 per cent of the total worth of the Fortune 500 consists of intangibles – popular brands, goodwill and a strong reputation.

Over the last 20 years in the Czech Republic (and for much longer in the US and Western Europe) consumers have learnt to exercise choice. The same applies to executives making purchasing decisions on behalf of their companies. Suppliers of products and services have found that a good name means both higher income and better profits.

Public relations is the science of building and protecting a good name in the interests of the bottom line. Annual global expenditure on public relations today exceeds $100bn. The figure is so high because public relations works.

Public relations uses third-party channels to endorse a company’s products and services, and ultimately the company itself. These third parties include the media, opinion-formers whose views are trusted and whose advice is followed, and stakeholders – a broad category including anyone who can exert a direct influence on the success of a company. PR professionals use a range of communications techniques to engender a favourable opinion among these third parties, who then – by means of leverage – spread the word among customers and clients.

This website describes what Best Communications has achieved for some well-known organisations working in the Czech Republic and in the wider C&EE region. It sets out what we do and how we use research and monitoring to focus effort and investment on the most productive audiences. We hope it gives an insight into the extraordinary power of PR to raise your sales and improve your profits.

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