It’s a term widely used, but do you actually know what Public Relations (PR) is, how it can fit into your overall marketing and communications strategy and why it’s so powerful and cost effective? Read on for our back to basics take on how, with a bit of planning and understanding these two words can transport your brand to where you’d like it to be in the public eye.
PR encourages people to think and speak positively about your business. It improves the reputation of your business and its products and gives you exposure that you do not need to pay for – at least, not directly. A good PR practitioner will analyse the organisation they represent, find the positive messages and translate those messages into engaging stories that appeal to the minds and hearts of your target audiences.
It’s true that advertising, promotions, social media feeds and email marketing are all important tools in your marketing kit. However, ask yourself, when was the last time you bought something, went somewhere or employed a service without reading a review or getting a recommendation from someone you trust – a friend, colleague, journalist, blogger, vlogger, celebrity? PR uses trusted rather than paid sources.
PR is all about encouraging and generating opportunities for ‘OTHER PEOPLE’ to think and speak positively about your business. For example, generating online and print coverage means a journalist believes in your brand. That coverage will interest, instruct or inspire readers, which gives your brand greater reliability. Readers will get to know your brand and ultimately trust you. And, depending on how you measure and monitor, an article is between 10 times and 100 times more valuable than an advertisement.
“Advertising is what you pay for, publicity is what you pray for,” the old saying goes.
If you’d like help with your public relation strategy, call us for an informal chat or pop in for a cuppa and cake!