That's an even more dangerous question for an employee to ask... even so, few organizations really care to answer it.

I get the "why should I?" question a lot when it comes to Public Relations. Why should we pay a retainer for Public Relations...it isn't a call to action. Let's just spend $100,000 on media buys.

Inevitably we position Public Relations as PR and Research. We use the following quote, "Research is akin to architectural drawings when building a skyscraper. Without architectural plans the skyscraper will be little more than a heap – without in-depth, appropriate research our marketing efforts will suffer the same fate."

Ongoing questions Public Relations efforts answer are:
Ø Who the company’s demographic customer is and how to reach that customer and how to convert them into being a Client,
Ø Which media best serves the reaching of that targeted customer,
Ø Which messaging is best utilized to speak to that targeted customer,
Ø Inspect the competition. What they are? What they do? What they do well? What they don’t do well?
Ø Explore current and pending product lines. Identify the challenges in bringing them to market, if they should be bundled, what are the core elements that make them worthwhile and in which processes should they be introduced and/or leveraged.
Ø Identify organizations, associations, online communities, charities, etc. that can use our services and market them in an intelligent, effective and efficient manner.
Ø Create a new brand or redesign and reinforce the current brand and create uniform messaging that will fluidly and seamlessly be distributed nationally through ALL of our communications in a way that produces intended results!
Ø Create Value Proposition(s). A Value proposition is an offer to a customer in which they get more than they give - as perceived by them, and in relationship to alternatives, including doing nothing. A value proposition is generally a clear and succinct statement that outlines to potential clients unique value-creating features.
Ø Create Market Differentiator(s). By definition, a Market Differentiator will be an attribute or condition not easily duplicated by competitors. They are often barriers to market entry for potential competitors.
Ø Research and identify potential strategic partners and marketing partners and enroll them in a mutually beneficial relationship.
Ø Create and produce video that can be utilized as a TV ad if deemed beneficial, Electronic Press Kit (EPK) for media coverage, streamed from the website and in email.
Ø Write and distribute initial press releases based on current and upcoming information.
Ø Reinvent website with search engine optimization, strong interactive strategy, streaming video, added value information, pre-qualifying strategies, etc. The web portal will become an invaluable marketing and interactive sales tool.
Ø Compile client testimonials and possibly video one or two compelling individuals to be utilized on the website and in email.
Ø Evaluate current database while building an email database to continually communicate with present, former and potential clients. Create follow up strategies to improve convergence rate.
Ø Research and implement Blogs and Chat Room interfaces. In building viral marketing strategies it is important for consumers to interact with company information at as many “touch points” as possible.
Ø Identify an organization we can financially support, which relates to the problems and issues of people in trouble; homeless, other charities. Positive community relations will produce results from many corners.
Ø Research advertising channels both online and offline, which will increase sales in an effective, cost efficient manner. Create the appropriate, powerful advertising messaging for those medias.
Ø Interface with local, regional and possibly national media.

In reality a person is daily subjected to over 522 Marketing Messages a day... It takes, on average 9 messages to effectuate a sale. Advertising might only be 2 of those messages. Through Public Relations we can knock out another 2 to 3, referrals could be another 2, etc.

If we fail to answer the question "Why Should I?" in a way any client can understand. You are giving them a reason not to do business. For them, the same applies...without Public Relations they are not giving the consumer enough information to make a purchase and inevitably, the client asks, "Why Should I?"

Sorry for the digression - felt it was appropriate to explain through a personal story.

Steven Knoller
CEO Etensive, Inc.
Http://www.etensive.com

I expect friends to put them selves in the other position and then comment.They will give different opinion.

Please consider yourself in the other side as a consumer or public and then let us have your feelings and comments.