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Public Relations – An Investment Every Brand and Business Should Consider
Who needs public relations?
Startups looking to jump start their brands. Larger legacy businesses who’ve been established. B2B or B2C companies.
Yes; it’s all of the above.
All brands need PR in some capacity. Whether it’s the initial work of defining your mission and values, refining your messaging, or understanding your target audience, PR can be your guiding star that helps to strengthen and refine or define your brand. The sharper your message, the easier it will be to connect with the right folks, or target personas.
Doing this work first is a strategic step that will help your company better understand itself in the long run. After all, you need to know yourself before others get to know you.
Already checked this off your list? Great! Now consider these next steps:
- Are you implementing this into your business strategy? Key messaging is essential for relationship building. This could be with potential new customers or clients, or with social media followers or even the media. How you communicate with a potential customer is much different than how you’d communicate with a journalist.
- Are you keeping an eye on your competitors and what they’re doing, or not doing, in the news? Do you know what’s trending right now in your industry? PR teams have the tools and resources to monitor specific keywords and journalists. This can allow you to keep tabs on where your competitors are contributing thought leadership articles, being interviewed and quoted in trade, business, and other news sources.
- PR teams can also proactively set up your spokespersons and C-Suite with journalists who should know about your business, product or service. While a story might not publish immediately, this is crucial to building a relationship with the media and serving as a source for a journalist down the road. Remember, you always catch flies with honey!
- Another benefit to a dedicated PR team – vetting industry awards and conferences. We’ve all gotten a spam email that either we or our company has been selected for an award. And of course, to actually accept this award you’d need to pay an exorbitant fee. While some are bogus, others are not, and a PR team can take the time to vet and prioritize any that should be on your radar while also helping to write and submit applications. The same goes for conferences. Perhaps there’s an event where you should showcase your products or services, or there’s a conference that you should attend to network. Leave it to a communications team to do that legwork for you, so you can concentrate on more important matters at hand.
PR is a cornerstone of any effective business strategy, playing a pivotal role in shaping the perception of startups and legacy brands alike. Integrating a comprehensive communication strategy into your business efforts can help your company stand out in a saturated market, position your people as thought leaders and increase media coverage, speaking opportunities all while building or sustaining trust, loyalty and a positive reputation.