What is PR and why should you make it part of your marketing mix?

Thursday, August 18, 2022
People often have a vague idea of what PR is and why it’s useful for a business, but did you know that PR influences the performance of your business as a whole?

People often have a vague idea of what PR is and why it’s useful for a business, but did you know that PR influences the performance of your business as a whole?Strengthening your PR means strengthening your business, and here’s why:


PR helps you to build brand awareness and credibility

One of the most important benefits of PR is generating awareness of your brand. This is achieved through gaining coverage in the media, influencer relations, and bolstering a leadership profile. You will see the benefits of building brand awareness in the short-term and the long-term.


PR also works to increase credibility, by improving an organisation’s reputation through the methods listed above. It’s important that your messages and brand values are consistent as part of a wider strategy – if you have a constant flow of positive news, that’s consistent and in line with your brand values, you are much more likely to build trust among potential customers, who will then respond to your brand positively. Often a lack of trust leads to a lack of sales.


PR manages reputation

It doesn’t matter what sector you work in; every business must deal with negativity from time to time. And with the increasing prominence of the online world, it becomes public knowledge instantly an unsatisfied customer takes to social media to complain, rather than coming directly to you. PR provides the opportunity to build relations that help to prerequisite reputation, and PR teams are trained to deal with crisis communications, should any issues arise.


PR directly interacts with your target audience

Looking after your customers and potential customers is key, but how can you do that if you don’t effectively communicate with them? That’s why PR is key, as it allows you to directly interact with your target audience, as after all PR is mainly about making sure the right people are aware of your brand and interested in it. Not only does being an active member of a community establish your reliability, but developing relationships helps to build a base of devoted followers, who will become a group of people you can rely on to give you honest feedback.


PR will boost your online presence

In an increasingly digital world, having a strong online presence is crucial. PR provides support and guidance on how to market yourself online and PR teams can step in for any crisis communications. Through a series of press releases, promotional site connections and social media, PR helps you to achieve what you need to become an online success – and that includes supporting SEO efforts by generating links in top tier, targeted media.


PR allows you to remain competitive, even on a budget

PR can help you to improve your ROI by cutting through the clutter and getting the results you want. While communication channels such as advertising are good for some, you don’t want to invest heavily in something that doesn’t generate a lot in return. With PR you can gain credible media coverage across a broad range of news outlets, get online exposure through influencers, and build credibility for your business in the process.


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