In today’s digital-heavy environment, you would be hard-pressed to find a successful business, even a small one, that doesn’t have some type of online presence. From social media to websites, newsletters and blogs, companies are connecting with their customers nearly 24-hours a day. As important as these highly targeted efforts are, don’t take the place of a strong public relations effort. In a world of constant messaging that begins to all sound the same, PR may be a leg up on the competition.
Public Relations is the secret sauce
Companies generally use PR services to create a strategic communications plan and develop a trusting relationship with their customers. According to the Public Relations Society of America (PRSA), “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
And in this climate in which consumers are being inundated by information, messaging and marketing, being succinct and on point is vital.
Think of brands you trust and consider yourself loyal to. What do they all have in common? Do they deliver on their promises? Maintain the same message on all platforms and marketing? Hold themselves with integrity when things get uncertain or go south? That is because they have all worked diligently to have flawless and intentional PR.
Long live PR
It may be a challenge to translate a major brand’s public relations efforts to your business. Does your company warrant a public relations plan? Absolutely. Check out some of the reasons your company should start focusing more energy on PR this year:
Build credibility
Building credibility with your customer goes right along with everything we have already discussed. We can’t stress enough how important that is right now, as consumer attention becomes scarce. With so many things to look at, why would they pay attention to your brand? Because they are loyal to you, your message fits in with what they like, and you have gained their trust through consistent communication.
Build more brand awareness
With social media, there are plenty of ways to get your brand in front of more people. PR makes use of these platforms while not missing a beat with other tactics like media outreach, events, and sponsorships. Creating sustainable brand loyalty requires more than an online presence. Being entrenched in and engaged with your community — regardless of the size of your business — is key. When you have a consistent message and brand that is repeatedly and consistently delivered, you are making a powerful impression.
Grow through partnerships
Instead of focusing on ways you can generate revenue through paid media (advertising), PR (sometimes referred to as earned media) helps you reach further into the community and make use of influencers, sponsorships and other industry organizations. Leveraging partnerships is also a great way to get in front of an audience, grow your brand following and get the word out that you care about your community!
It’s a beautiful time to focus on PR
A funny thing is happening in our culture right now. While many people are tuned in to social media, there is also a bit of an exodus; as users are exiting various platforms citing “overload,” they focus attention to the connections and relationships in their communities. What a great time to get your message out on multiple platforms!
Since launching in 2010, our clients have appeared on front pages, in national magazines, television and radio news segments, talk shows, podcasts, and videos. We’ve represented companies in their most shining moments and their darkest hours; we’ve worked on grand openings and painful closings; celebrated high-profile accolades and managed high-profile legal challenges. The common thread: A consistent message, based on truth and transparency. That is public relations … a valuable asset in 2024.
Think an experienced public relations expert is the missing link in your marketing efforts? Learn more about P&A’s PR efforts, and if you’d like to chat about putting our public relations expertise to work for your business, send me an email at pat@pickettandassociates.com!
