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Connections
Business Development: How Public Relations Helps Professional Services Firms Gain a Competitive Edge
In today’s challenging marketplace, business-development efforts are becoming more sophisticated. In particular, executives with professional services firms are searching for new ways to gain a competitive edge. Many are turning to public relations programs to support their efforts.
For a lawyer, accountant or consultant, the best advice “centers on being genuinely different and relying on publicity rather than advertising,” Jennifer McFarland wrote in the February 2002 issue of Harvard Management Update.
Public relations is considered the best marketing investment because it is much more cost-effective than advertising and, because news articles cannot be purchased, it leads to much greater credibility.
In this issue of Connections, we’ll discuss ways that public relations can help to generate higher visibility and new business for professional services firms.
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