Risks

When your company fails to develop or execute well on a strategic public relations plan, the consequences include:    

• Loss of market share because your core audience doesn’t hear enough about your company or your product.
  
• Being eclipsed by competitors who do a better job of public relations, even though your products or services may be superior.
  
• Getting left behind by your marketplace because you’ve lost touch with an ever-evolving audience and failed to identify and adapt to external factors or to competitors’ strategies.
  

Opportunities

When a company devotes adequate planning and resources to public relations and executes well, the opportunities include:

• Expanding your audience or marketplace and affinity groups.
• Becoming a trusted media source.
• Establishing your CEO as a thought leader.