PR is an essential component of the marketing mix but often misunderstood by many. However, you only have to look at some of the great brands to see the success they’ve had from great PR to see the benefits. A company that engages in PR which is integrated into their marketing strategy is one which is more likely to gain attention of both customers and prospects leading to bigger and longer term success. Here we outline six of the key reasons companies need PR.
PR is all about reputation and reputation is a company’s biggest asset. When you have a good reputation your power of influence is much higher. Customers may have a preference for your company, even if there are other similar companies to yours. A good reputation also helps you differentiate your products or services from your competitors making your customers more inclined to buy from you. PR helps to build a consistent positive message resonance of your brand values, shaping the perception of your brand within your market.
When your business has greater visibility amongst your target market, you’re going to attract more leads and enquiries. PR is a highly effective tool in helping you to tell your story to shape the conversation around your brand resulting in targeted multi-channel editorial and content. The more touch points you achieve with positive messaging, the more likely it is that the customer will commit to buying from you. It is really important to recognise that all of these different touch points whether it is online media, print media or social media influence each other. Today it’s quite normal that a customer needs to see something 18 times before they commit to purchase.
There is increasing competition in business and we live in a crowded consumer economy so there’s never been a more important time to make your brand heard. PR can help you stand out and rise above the crowd to attract a bigger share of your market. It helps you explain to your target audiences how you are different and why you are better than your competitors. It can also help improve your organic search rating by securing valuable links on high quality sites.
PR creates conversation and as PRs we are masters of spotting trends and opportunities for keeping our clients topical. Staying relevant means that journalists, writers and influencers are always hearing about your brand in a way that is relevant to what’s going on in the world. The saying ‘out of sight out of mind’ is so true. To be part of the conversation, you need to be in it, communicating regularly and effectively.
Many campaigns not only attract new clients or customers but they can also bring in new employees. A PR strategy which positions your brand as amongst the best is going to attract the brightest talent.
PR is also good for retaining staff. Seeing or hearing their company spoken about in the media or by influencers helps boost staff morale which in turn improves retention.
The right media placements at the right times can be used to attract the attention of VCs and other investors. With the appropriate messaging and strategy, PR increases your credibility as a stable and potentially lucrative investment or desirable brand partner. Many of our clients’ businesses have been accelerated by being seen in key publications or spoken about in targeted audience groups.
If you have any questions on your own PR activity that you’d like us to answer please do contact us on firstname.lastname@example.org