Public Relations (PR) is an essential part of any marketing strategy, and when done correctly, can lead to great opportunities. It is an important consideration for businesses who are looking to expand their Brand Awareness or Drive KPIs.
What Is PR
PR is all about communication. Simply put, it is the process of managing the stories shared about a business, person or event to maintain on brand messaging and achieve the goals of those who the stories are about. While there is a lot more to it when you get into the nitty gritty, the primary purpose of PR is to achieve publicity opportunities for a client to ensure they reach their goals.
PR is used for businesses and individuals alike to increase exposure, awareness and drive particular messaging that aligns with their mission. It is the role of the PR professional to take the goal/information, identify its news value, write the key messaging/wording and pitch it to the right person at the right time.
It is more than just sending out a mass email to a media contacts database, an effective PR strategy should be targeted, precise and well planned. Knowing the right journalist to pitch to, the right angle to pursue, and using the influences of current trends to leverage a pitch are essential.
There are a number of services that fall under the umbrella of PR including:
- Publicity
- Copywriting
- Promotions
- Activations
- Campaigns
- Crisis Communications
- Influencer Engagement
It is also important to know that PR does not just apply to ‘Traditional’ forms of media such as print newspapers, radio, and TV. With the continuous succession of technology, a lot of publications and sources of news/information are on or shifting to digital platforms. This means that it is also important for PR to work with Social and Digital Teams to effectively achieve the goals of clients.
Why is it Important
So why is PR important for your business? Essentially PR can be used to:
- Create brand awareness/credibility
- Change the perception of a business
- Increase Profits/Sales
- Direct attention to a certain event or occasion
Creating Brand Awareness If you are a new business, PR can be used to gather a wider audience to your brand. People are more likely to visit a new business based on the recommendation of a trusted source, whether that be from a friend, colleague or their favourite source of news. By engaging a PR expert you will be able to get access into the right publications through a targeted campaign that will help you reach your desired target audience.
Changing the Perception of A Business It is also important for larger organisations who might require ‘crisis management’. Should they find themselves in an unfavourable opinion, it is the role of the PR expert to quickly provide key messaging and responses that will diffuse or lessen the negative impact which is thrust upon the organisation. It can also be used to spice up the image of a business, if it is wanting to adjust its identity.
Increase Profits or Sales In collaboration with social/digital strategies, PR can be used to push profits and sales. By having a client within a trusted publication it will gain additional eyes on their brand. Partnered with tactics such as utilising a special offer to get people into a bricks and mortar store, it can be used to increase profits or sales.
Direct Attention to an Event or Occasion If a client is hosting an event or a time conscious occasion, PR can be utilised to drive further awareness and interest to this. Timely and well placed PR will help an event or occasion flourish and be a success.
As mentioned, PR is all about communication. So if people aren’t talking, seeing or hearing anything about your business it might be time to seek advice and see how PR can fit into your existing marketing strategy or generate results by implementing a stand alone PR strategy.
Talk to us about getting people talking about your business!