PR integrates – a company PR program is at its best when used in an integrated way with other promotional activities. It is really a question of getting the balance right:
- without PR no balance
- with only PR no balance
- with PR, website, newsletters, advertising etc then a balance can be achieved that meets the information needs of potential customers and existing customers while enabling the client company to focus on its core business of supply. It is simply a matter of recognising that information transfer via its marketing activities forms a vital part of any customer service package.