PR, or public relations, in simple terms is the art of getting your business positively featured in press such as local newspapers, trade magazines, industry blogs, TV shows, podcasts and Radio.
In reality it involves much more than that, but the primary goal is to manage the way a person or organisation shares information to influence public perception. Broadly wrapped up with other marketing methods PR will sit alongside other activities to support your messaging but it is distinctively different in that it focuses on a company or individual’s reputation from voices outside of the organisation. It is a third-party endorsement rather than what you say about yourself.
Former Apple executive Jean-Louis Gassee described it as:
“Advertising is saying you’re good. PR is getting someone else to say you’re good.”
This is where PR’s power lies. It helps to tell your story to a wider audience through media publications which share your successes. It gets people talking about your business and makes you stand out from competitors.
Boorstin, a Pulitzer Prize winner with twenty honorary degrees, said:
“Some are born great, some achieve greatness, and some hire public relations officers.”
So, how can PR really help your business and why would you need it? We look at the benefits of PR campaigns and how they make a difference.
Brand awareness
One of the biggest benefits for any business is a media outlet’s ability to reach extensive audiences in key target markets. If you are looking to reach new audiences in your area or industry, targeting specific publications will help to share your message further afield.
This means that when you share your newsletter, people visit your website, or you are talking to potential clients they will already be aware of your brand and have a sense of what you stand for and how well you are doing.
SEO support
Media publications have some of the highest-ranking websites possible so if your business gets a back link in an article it can do wonders for your website rankings. It also means that when someone searches for your company your media coverage is likely to be at the top of the rankings making you easier to be found.
This is because, high ranking back links, where a website links to another website, are great for helping your business to get found in Google and other website searches. Search engines, such as Google or Bing, favour companies which are highly rated and show good authority on their industry topics.
Reputation management
Editorial must be newsworthy which means it isn’t an advert just selling your company. Often stories will focus on successes in the industry, growth of a business or innovation. By sharing these success stories you are able to define your core values and show people what you stand for. For example, if your business is an eco-friendly packaging business your website can talk about what you do, an advert will sell your products but an editorial about an award win or defining your business as the first in the country to offer such services will set you apart. It can highlight the growth of your business to show success by celebrating new services or recruitment of additional staff.
Everything you share will tell the story of your business and help to boost your reputation within your industry or a particular area.
Make you stand out from the competition
If you keep finding people talking about your competitors. If they seem to have a higher engagement rate and more of a buzz around their brand you can help to increase your share of voice by targeting editorial content in key publications.
Just as in networking many groups talk about ‘locking out the competition’ regular PR coverage can put you ahead of the competition by showcasing your successes and showcasing you as an industry expert.
Support your other marketing materials
All your marketing should work together, and PR helps to heighten any reach by taking your story and developing it further. Make sure that PR is part of your wider marketing strategy and that all your channels are working together. Clients often report some of their most engaged social posts are those which share recent media coverage. Use PR to improve the rest of your content. Press releases can be adapted into blogs or used as news pieces on your website. They can also be condensed into social media posts or used in your email newsletter or featured as a topic for your podcast.
PR activity can have a much bigger impact than just the coverage you secure so use it for maximum results.
Still wondering whether PR is for you, unsure if you have enough stories to tell? I can help you to look clearly at your business to see if PR can help to raise your business profile and get you noticed. Get in touch today for a free, no obligation chat to look at the best options for you.
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