Are you making the most of the power of PR?
When it comes to PR strategy, many organisations don’t have one. They think they don’t need PR. You might be one of those who even wonders whether PR has become irrelevant in an age when the focus of many a marketing strategy is increasingly turning to the power of SEO, paid advertising and social media microtargeting.
But the reality is that whether you’re a small company or a massive multinational, your organisation has a reputation – and that needs to be managed.
Does my business need a PR Strategy?
A good public relations strategy is central to shaping the way people see your organisation. It can work alongside your digital marketing strategy to expand your audience reach, and foster positive, meaningful engagement with that audience. Above all, the power of PR can be used to build trust and credibility with your audience and wider stakeholders – and that will underpin your organisation’s identity.
Good PR isn’t just about reacting when something goes wrong – it’s about being proactive. Reputation is hard to build but so easy to lose – and that’s where a proactive public relations strategy comes in. Relationships with the media and other stakeholders take time and effort to build. It’s not as simple as picking up the phone and securing coverage for tomorrow. A PR professional cultivates and manages those key relationships that help to foster a positive brand image for your organisation. They can get people talking about you. Most importantly, they can help make sure that they’re talking about you for the right reasons.
Why is PR so important?
Great PR professionals are storytellers. They can find out who your audience are, what they want to hear, and how they want to hear it. Now more than ever, organisations are defined by how they communicate with people. It’s not enough to be the best – people have to believe and trust that you’re the best. That means using the right channels and the right strategies to drive that narrative among your target audience.
Managing the narrative
Contrary to what you might have heard, traditional media isn’t dead. According to a study by the Pew Research Centre, only 27% of US adults trust information they find on social media, compared to 56% who trust national news media, and 75% who trust local news media. Don’t underestimate the value of strong relationships with the media – having access to channels that your audience believe and engage with is vital if you want to manage your narrative.
That’s not to say PR strategies only deal with traditional media. A public relations campaign can span across both traditional and new media channels. It can combine paid, earned, shared, and owned media. Taking a holistic view of a marketing and communications strategy is key to managing reputation, developing a strong presence in your sector, and creating a positive brand image.
PR planning helps to make sure that your organisation is using the right combination of channels and platforms for your vision. Social media is great, but if you’re not using it to connect with your specific audience then it can seem like shouting into a big, empty void. Likewise, it’s exciting to get coverage in a major national newspaper, but if your stakeholders aren’t reading it then you might be focusing your efforts on the wrong place. The best PR strategies are backed by analysis and insight, and focus on specific channels that will drive the best outcomes for your organisation.
Is a PR Strategy expensive?
PR can turn out to be not only more effective in building reputation and shaping your organisation’s image, but also great value in comparison with traditional advertising. Earned publicity can be incredibly valuable and fruitful for your organisation – even more so than paid advertising – and having a well-planned strategy and a knowledgeable PR professional at the helm means your organisation can capitalise on that.
Paid and owned media give you visibility and reach which shouldn’t be underestimated – but earned media can grant a level of credibility through a respected third-party endorsement: the media.
Ultimately, PR is cost-effective based on results. A good communications strategy is the lifeblood of every organisation. PR outcomes can be more than 10x the original investment, and that’s no coincidence. Public relations should be seen not just as a running cost of the business, but something that generates a clear return on investment.
Industry leaders and successful organisations can live and die by the success of their public relations strategies. The best campaigns require consistency. From the planning stage right through to evaluation, your PR strategy and your communications strategy need to be an embedded part of your business strategy.
When it’s done right, great PR is what elevates brand visibility to brand credibility – and when there’s so much choice out there, it’s trust between you and your audience that will set you apart.
