Advice series 3: What can be achieved as part of a PR strategy?
Updated: Dec 4, 2018
If you’re reading this, you might have been directed here as part of our advice series ‘What is PR?’. It’s been designed to guide you through the PR process.
So far, we’ve demystified what a PR agency does, and discussed whether this niche part of marketing is right for your business.
In this piece, we look at the types of things that could be achieved as part of a PR strategy:
1. Brand awareness
A PR strategy communicates your brand – a combination of things that make your business, your business, e.g. your logo, colour scheme, key characteristics/opinions/beliefs – to your desired customers and tells them why they should give a hoot about you.
After all, if customers don’t know you exist, they can’t decide to buy your products or services, can they?
Even if a customer has bought from you previously, perhaps through a third-party retailer, would they recognise your brand among a line-up of others?
The idea with PR is that it makes you memorable.
If you’re thinking ‘Why do I need my firm to be memorable?’, then you might want to think about brand loyalty – it costs a shed-load more money – SIX times more, in fact – to win a new customer, than it does to retain a current one.
2. Increased trust/credibility
The more familiar a customer is with your brand, its presence and values, the more you can gain their trust.
In an environment where competition is often fierce – and customers are faced with a multitude of choice – trust is vital in purchasing decisions.
And it’s not just familiarity that helps to breed trust. A journalists’ inclusion of your story in their publication acts as unbiased, third-party endorsement.
People trust other people – much more than they’d trust the placement of a paid advert.
PR people are not sales people. But that doesn’t mean that PR is pointless.
What PR does do, is provide you with opportunities for brand exposure, which you can turn into sales opportunities.
PR attracts interest and drives web searches for your company. People will start to interact with you on social media. They might sign up for your monthly thought-leadership emails. These people become your contacts, who you can then convert into solid leads.
4. Lasting relationships
Great relationships with key stakeholders are vital to the success of any business. Whether those relationships are with company employees, local communities, MPs, journalists, influencers, decision-makers – the list is almost never-ending…
A successful PR strategy will communicate key messages tailored to each of these audiences, using language that appeals to them.
Take a house building firm or a commercial developer, for example. If they are hoping to build a new scheme, it will require buy-in from local people, MPs, the council’s planning department, a finance house, and so on.
It’s our role to help you, as our client, to influence these stakeholders in a positive manner, nurturing these relationships for the benefit of your business.
5. Recruit talent
PR campaigns help to attract prospective employees. People want to work in great environments, where the business is growing and there’s a positive culture in place.
A PR strategy which highlights these aspects of your business will inevitably increase your firm’s profile among the best talent in the field – potentially saving on those recruitment fees and helping to accelerate your growth.
6. Gain funding/attract acquisition
If you’re looking for external investment, or want to attract an acquisition, then PR isn’t an ideal – it’s absolutely essential.
Investors want to place their money in brands that have a positive perception – and often look to the media for new opportunities. A company that is communicating its successes is already one step ahead.
If these sound like the types of things you want to achieve for your business, then get in touch for a chat about your requirements – it could be your next master stroke.
Next up – should you go for a PR campaign or a PR retainer?