Many entrepreneurs overlook the importance of public relations (PR) in their communication strategies, focusing instead mainly on marketing and advertising. This oversight is detrimental, as PR fosters brand credibility and customer trust, vital for converting consumer awareness into revenue. With statistics showing a significant decline in trust towards traditional advertising, especially among younger generations, companies must shift their focus. Research indicates consumers prefer objective information over biased promotional content, and many weigh a company's ethics heavily when making purchasing decisions.
Investing only in marketing and ignoring PR brings problems; marketing creates awareness, but PR builds trust, and without trust, awareness doesn't convert.
Research shows people actively avoid ads. 63% of Gen Zers use ad blockers, and 99% skip ads when given the option.
Today's consumers are savvy, preferring information from objective articles rather than biased ads. 80% of corporate decision-makers favor objective insights.
84% of customers weigh companies' ethics when considering purchases; 63% want to know a company's core values before buying.
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