Why PR Matters: Three Things to Know Before You Invest

Many businesses often gravitate toward public relations (PR) to build brand awareness, reach new audiences, and generate positive public attention. However, PR is more than just obtaining publicity, securing placements in high-profile publications, and sending out press releases that highlight all the ins and outs of your products. 

Investing in PR can yield long-term substantial results. But it’s critical to understand the difference between earned media and other marketing tactics to clearly understand why it can help amplify those other efforts.

Here are three things you should know before investing in PR, and ultimately, why it matters:

1. PR Is Not the Same as Paid

Paid media — such as advertising digitally or in a trade or business publication — constitutes purchased space to promote a brand or product. PR is a strategically earned process that works by building mutually beneficial relationships among an organization and its stakeholders, such as customers, media and the public.
 
In other words, earned media is free (sort of). Through the editor relationships we’ve built here at TriComB2B, we work to place client content or elevate their subject matter experts (SMEs)/executives in non-promotional ways, often through thought leadership. This is an effective PR strategy where experienced industry leaders can share their knowledge, perspectives, and/or best tips and practices via a news release, blog, white paper, article, podcast or other speaking engagement opportunities.
 
Thought leadership in PR plays a vital role in establishing trust and credibility for your SMEs and ultimately, the organization. But most importantly, it’s about maintaining a positive public perception.

Oftentimes, PR is confused with publicity. While publicity may be a tactic used in PR, it aims to create “hype” or generate positive public attention, typically in a promotional way. Although publicity can be great for building brand awareness, the primary goal of PR is to help a company, organization or business develop and maintain positive, long-term relationships with the public and manage any crises that may arise. 

It’s important to know that PR is no guarantee. Often, you can’t dictate when a story will appear, nor be able to track it through to a lead. In order for PR to be effective, it’s important to understand your organization’s end goals, strengths, weaknesses, opportunities and threats in order to create a strong message worth sharing — yet have it be a strong enough message for others to care.

2. PR Is (Very) Intentional

Everything regarding the PR process, from the preliminary research to the planning, implementation and the evaluation, is intentional. PR is driven by purpose. And every aspect of that process is guided by very clear, SMART (specific, measurable, achievable, relevant and timely) goals. Additionally, a key component in PR is identifying and understanding the target audience to whom you are speaking. This approach in PR strategy involves developing tailored content that engages and resonates with your target audience’s pain points. Taking the time to create a well-designed strategic plan with smart goals is an important step in curating meaningful messages tailored to your organization’s desired audience. 

After determining a clear set of goals, identifying your target audience, and refining your message, it’s time to plan out how you wish to get across the messaging. Deciding to blast a press release out to a wide range and mix of trade publications, hoping someone might catch wind of the news and publish it is not very strategic — nor will give you the results you’re seeking. In the planning stage, it’s important to determine:

• Who will be the source of information from your organization? (Company spokespeople should be knowledgeable, articulate and passionate.)
• What makes your news newsworthy? (Not all announcements are newsworthy.) 
• Where and to whom will you distribute your news? (These could be a newswire, media database or individual correspondence.)
• When will you distribute your news? (Your release should be timed strategically.)
• How will you communicate your news? (Options include a press conference, press release, PR placement in trade or business publications, etc.)

Staying proactive and ahead of industry trends is key to maximizing the type of exposure you’re seeking for your organization. Before you pitch your next piece, familiarize yourself with media outlets and journalists, monitor your competitors, develop a thoughtfully curated media list that pertains to your target audience, and respect deadlines when asked to contribute.

3. PR Takes Time

Just like any interpersonal relationship, building relationships with PR takes time. Results are not instantaneous; establishing credibility and trust with the public won’t happen overnight. 

You’ll often see more results (a distinct increase in brand awareness, attracting new customers, etc.) when PR is a continuous process, rather than a one-off. Over time, editors will learn you’re a trusted source and start to reach out for expertise, quotes and bylines. The relationship will then become a two-way (instead of a one-way) street. Further, customers will begin to view your organization as a trusted and reliable company. 

The key to success is investing in content. The more you nurture it, the more it’ll grow.

Why It Matters (and Why Should I Care?)

After all of this, you may be wondering: Why should I care about PR if I can just invest in paid media to increase my company’s brand awareness? Why should I invest in PR in the first place if it takes so much planning and time to even begin to see results? 

The answer: relationship building and reputation management. 

Building a strong rapport and positive public perception between your organization and the public is one of the best things you can do for your company. While marketing and advertising is more controlled in terms of increasing ROI, brand and/or product visibility (and therefore, is a bit easier to evaluate), investing in PR is a great way to maintain long-term trust and organizational credibility. When it’s coupled with other marketing strategies, together they can amplify messaging to reach even a larger audience and receive better returns on your investments.

When you find yourself contemplating why you should invest in PR, remember: You can’t purchase value and credibility; you’ll have to earn it.