PR isn’t always in a company’s favour if it is not handled right. All publicity is NOT always good publicity.
Who can forget the unfortunate words of Gerald Ratner about this products being c**p! More recently the carefully timed damming of the Labour Party from the Sun newspaper by backing the Conservatives. To raise the publicity on this issue further, they even had a promotional van saying “We’ve got the Blues” driving through Brighton whilst the political conference was on!
Timing and planning are key factors to the success of your PR campaign.
PR doesn’t have to be implemented as an alternative to advertising. They actually complement each other well.
Remember PR is very much for the long term to raise awareness, do don’t expect overnight results.