What exactly is PR?
Public relations involves communicating a message to a target audience that an organisation wishes to influence in a positive way. These audience will typically entail the organisation’s existing or probable customers. It may also be in the organisation’s interests to communicate a message to other addressees who may span from government controllers to all other types of officials, consultants and advisers.


What is the difference between PR and advertising?
The big difference is that PR seeks publicity for a message in the ‘editorial’ sections of the media. It could be in the news or features pages of a newspaper or magazine, or in a radio or TV slot. Advertising, on the other hand, appears in a paid space of the same media.


What should we look for in a PR consultancy?
The consultancy must understand your business and be concerned about it. Preferably your account should be managed by a consultancy which has the know-how of your commercial or industrial sector. Besides, the consultancy should also be able to display real writing proficiency in those subjects.


How should I measure PR results?
Targets are set at the beginning of the public relations campaign. As your publicity drive rolls, targets are revisited, sometimes changed and expanded. We believe to really assess the influence of PR, you need two years of intensive effort.


What is the normal term of a PR contract?
The standard term of a public relations contract is 12 months.