In today’s world of rapid technological advancement and globalized commerce, startups and Fortune 500 companies alike are searching for new ways to build their business, gain visibility, and stand out amongst the competition.
When it comes to building and communicating the credibility of your service or product to the world, PR is, hands down, the best strategy and can be one of the most cost-effective ways to raise brand awareness and increase sales.
Sharing your entrepreneurial story in national business publications, getting product placements in popular magazines, participating in expert interviews on industry topics, and earning positive social media “shout outs” from influencers have the power to significantly impact your business and your brand.
Here’s how a strategic, well-thought-out, and well-executed PR campaign can help your business grow:
Increase brand awareness.
One of the biggest and most obvious benefits of PR is that it can gain exposure for your brand. A great PR strategy will include securing media stories about your company and its products or services. This can be much more effective than traditional brand-building techniques like paid advertising because people don’t relate to advertisements – they consume them. Storytelling is the way people attach meaning to products and services, and it’s the reason they want to belong to a brand.
For example, a potential customer is more likely to feel a connection to your business when reading a feature story about your company in a reputable, national publication like the Wall Street Journal or Inc. Magazine, than glancing at a banner ad at the top of the web page.
Another great benefit of a strategic PR campaign is that it will improve your online presence. Media stories about your business in national, local, and industry-specific digital publications will improve your company’s search engine optimization (SEO). But a great PR team doesn’t rely solely on articles written by reporters. PR professionals can create their own content that can be pitched to and placed in publications.
For example, byline articles or op-eds on topics relevant to your target audience, case studies highlighting your own clients’ success using your services or products, and optimized blog posts for your own website can help you move to the top of the search results page, increasing your online presence and building your credibility.
Whether you’re looking to gain new customers, find new investors, or maybe even get noticed by larger companies for a potential buyout, credibility is a must. Similar to how a great feature in a top publication can help build brand awareness, it can also build your credibility. A positive endorsement from a third party generates much more credibility than advertising.
Create a press page on your company’s website to showcase all of the great press your PR team has secured for your company. It’s also important to proactively share media coverage across your social channels and in your email marketing content.
Generate new clients and new business.
The main goal for most companies is to increase sales and generate new business, and if a PR team’s campaign is strategic, it can do just that. Media outreach should be targeted to a specific target audience.
For companies selling a consumer product, securing coverage in top consumer magazines and national morning TV shows, as well as working with social media influencers and bloggers may be the best approach to take. But, if you’re selling a B2B service, then coverage in industry trade publications, as well as national business outlets, may impact your business more than a segment on the ‘Today Show.’
To measure PR efforts, your team should have access to a variety measurement tools such as Google Analytics and social media metrics through platforms like Sprout Social or Hootsuite. This allows your team to see what types of media hits result in increased website and social media traffic. A great PR agency will also invest in their own PR analytics software tool and can track KPIs such as total media mentions, share of voice among competitors, engagement, sentiment, and social media amplification.
Recruit top talent.
Last, but certainly not least, a great PR campaign has the ability to attract top talent to your company. Stories on company growth and innovation, as well as your culture and philanthropic initiatives help to position your company as a desirable place to work. Touting award recognitions for your business and announcing new hires and promotions are also great ways to solidify your organization as a top workplace in your area or industry.
Securing media hits and increasing your online presence is important but is not always the end goal. At Dittoe Public Relations, we recognize and understand the value of translating those PR efforts into real business success for our clients.
We are not simply media relations specialists. We are business consultants. We pride ourselves on becoming immersed within our clients’ businesses and industries and thrive on helping them grow through our strategic PR campaigns.
Ready for us to put together a custom strategy for you? If so, contact Lauryn Gray at firstname.lastname@example.org.