Why PR Matters

We’ve been doing PR for a long time and one thing we run into often is a misunderstanding of what PR is and the value it brings to a business. There’s a common misconception that PR is the same as marketing, which is why we spend time educating new clients on the nuances of PR, what makes it different from marketing and advertising, and how it is key to a successful business strategy.  

Public Relations is the art and science of managing communication between a company and its stakeholders or public audience. While marketing is focused on selling a product or service, the key purpose of PR is to build and maintain a positive relationship with a company’s stakeholders. Though PR is not the same as marketing, having a solid PR strategy is critical to any marketing program. Strong PR will drive a business’ key messaging to the media, and align the company’s internal and external communications. 

A stellar PR program will also be tailored specifically to a company’s unique needs, helping add value where it is needed most. Depending on the client’s priorities, a valuable PR program will be customized to help drive these main goals: Awareness, Credibility, Loyalty, Interest and Revenue.

Awareness

For clients that are largely focused on raising awareness about their business, products, services or causes, PR will use a variety of tactics to generate buzz, including media relations and social media. By increasing visibility and exposure, PR helps these organizations reach new audiences and grow their customer base. 

Credibility

In a hyper-connected world, consumers are more skeptical than ever. They demand transparency, authenticity and proof that a brand is trustworthy and so it has become necessary to show credibility. PR helps businesses build this credibility through thought leadership programs that showcase their expertise, achievements and social responsibility. By positioning a brand as an expert or thought leader in its industry and highlighting its positive impact on society, PR helps earn the trust, confidence and respect of stakeholders. 

Loyalty

But businesses don’t only focus on new clients or customers and neither should PR. A good business leader knows that the success of their company depends on new and existing clients or customers. PR can’t focus solely on attracting new business. A solid PR strategy will help nurture those existing relationships with stakeholders. By keeping them informed, engaged and satisfied, PR helps foster a sense of loyalty and repeat business. Some strategies that work well for building on pre-existing relationships might include newsletters, crisis communications, and surveys. It is about creating opportunities to listen to customers/clients, address their concerns and show their opinions matter

Interest

At least half of the companies that reach out to us are looking to generate media interest. In a crowded marketplace, it can be challenging for companies to stand out from the competition. PR helps generate interest and drive media coverage by creating compelling stories, content, and experiences that capture the attention of stakeholders. By leveraging the power of storytelling, PR creates an emotional connection with audiences and inspires them to take action.

Revenue

All of the goals we’ve outlined here are ultimately about driving revenue because PR helps organizations achieve their business objectives, such as increasing sales, expanding into new marketing or attracting investors. Using metrics such as media coverage, website traffic, and social engagement help PR professionals track the ROI of PR efforts and demonstrate the impact on the bottom line.

PR is a necessary business strategy that helps organizations connect with their stakeholders, achieve their business objectives, and make a positive impact on society. By integrating PR into their business and marketing strategies, organizations can build stronger relationships with their customers, employees, investors, and communities, and create a more sustainable and successful future.

If you’re interested in learning more about how PR can help your business, please contact us and schedule a consultation.

Are you ready to take your PR & marketing strategy to the next level? Contact us for more information.