How can you unlock the power of Public Relations?
Public Relations allows businesses and companies to communicate their message in an effective and authentic way. Additionally, Public Relations serves as a way for companies to build a reputation and enhance their brand image.
Many PR professionals wonder, “How can I communicate the value of Public Relations?” Although there are no metrics and formulas to measure the value of PR, we can use feedback and marketing to communicate its value. In some instances, the answer is similar to marketing. For example, a byline placed in an online trade publication will usually contain a link back to the client’s website, and so a marketing executive can track inbound hits and/or the publication may provide complementary information on Click-through rate (CTR). This is a direct method of calculating PR’s value. However, in most instances, the benefits of PR aren’t as easily quantifiable.
Public Relations Influences Attitudes
Public Relations can change thoughts and attitudes. While this concept has broad applications, it’s especially useful for the tech-oriented businesses that Milldam PR works with. For example, there might be a variety of methods used to achieve a particular goal in your industry (for simplicity’s sake, let’s say cooling a computer). Numerous companies make products that do this through a variety of scientific methods (with varying degrees of success). A byline placed in an influential publication about the approach that your product uses (without naming the product) can naturally sway some customers to your line of thinking and they will ultimately buy your products (ideally). Though hard to quantify, this is the positive result both agency and client are looking for.
Enhances Your Brand’s Image
Public Relations creates a positive brand image that will provide success and added value for your company. PR communicates credibility and transparency, which influence your target audience. Creating a positive and thoughtful brand image enhances the credibility of your company. Additionally, PR creates a narrative and tells the story of your brand, which makes audience members connect in a deeper way. PR also identifies the different communication channels available and determines which one appropriately and effectively reaches your target audience. PR manages public perceptions in times of crisis. Crisis communications is an important part of PR because it can protect your brand’s reputation and preserve its brand image. PR limits the damage and risks when unexpected crises arise.
Increases Credibility
Brand credibility is an important part of Public Relations. Merriam-Webster defines credibility as the quality or power of inspiring belief. There are many ways for your company to establish credibility. First, it is important to locate your target audience and create a consistent brand image. Being consistent can be defined as having a similar voice on different platforms. Your brand should be consistent on its website, blogs and social media platforms. Next, you must build relationships so people can trust your company and create a personal connection to it. Being consistent creates visibility, which can translate into additional exposure for your company. Lastly, have your company stand out and showcase its expertise within the industry. This means publishing press releases, writing blogs, creating unique content on social media, writing articles and speaking at tradeshows and events.
Targets a Specific Audience
PR is an intentional approach to market your business and increase its visibility. Because of this, it is important to first determine who your audience is. This is called the ‘target audience’ because it is the people who are interested in your company’s purpose and service. PR professionals can use the target audience to offer the most efficient services, leading to the greatest amount of success.
Four ways to determine the target audience:
- Where they live
- The type of media they read
- Defining traits and characteristics
- Demographic
Targeting a specific audience allows your company to effectively communicate your key message and maximize your efforts with the best chance of a positive response.
Creates New Opportunities
Good PR also generates new opportunities with the media. Exposure in a valued outlet can open the doors for other reporters and analysts who now see you as a thought leader in your field. This leads to additional article and interview invitations in both the short and long-term. A publication may also create added value by placing your piece in front of their readership via their social media channels, which can then be shared in additional networks.
In the modern business environment, trying to quantify the value of PR is as much art as it is science. However, when weighing the decision to work with a PR firm, it’s important to not forget that Public Relations is going to affect your business whether you like it or not. The only decision you can make is whether you want to be proactive and shape the message while you still have the chance.
