In addition, Rome's issue is not name recognition, but rather positioning. Public relations is more effective at shifting the positioning of the Rome brand than attending trade shows.

The primary advantage of a PR campaign and the related media relations is that the message reaches the target market. The media are beneficiaries of the campaign, so will be willing partners. This allows the message to be spread. Public relations is also highly effective in changing perceptions and the nature of the dialogue. If the campaign goes well, companies will see doing a European product launch in Rome as the norm, and Italian companies in particular will see the benefit of launching in Rome. Another advantage of a public relations campaign is that it is a relatively low cost means of disseminating the message. With the media doing the bulk of the work, supported mainly by online marketing and perhaps an...
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