Companies tend to emphasize PR when they’re launching their brand, unveiling a new product or reaching a business milestone—but how about after the dust settles on these events? Earned media coverage and press outreach doesn’t stop after launching a campaign. PR is an integral part of marketing and should play a key role in brand strategy throughout a company’s lifecycle. We’re here to show you why PR is so essential in marketing.
A brand is a symbol of a company: it embodies its vision, culture and first impression to the outside world. Why is this important? A brand is very closely linked to the way customers and prospects see a company and can impact revenue. PR is a complement to marketing, providing an added dimension to the brand and working with marketing to get the message across. Where PR shines is in its ability to provide a brand credibility by putting a “face” to a name. Think of it as a second dimension to the branding process.
The challenge becomes how to align marketing and PR as a cohesive unit. A common misconception about PR is that it doesn’t have much of an impact on revenue. Business executives often ask themselves, how’s PR is contributing to our bottom line? To counteract this notion, a lot of PR departments are now measuring their results and calculating ROI which is helping bridge the gap, but there’s still a long way to go. Companies should also realize that PR, like the media, is a 24/7/365 business. PR teams being on top of the news market allow a company to be newsworthy and reach its target audience. Below are ways to ensure PR plays a consistent role in marketing strategies.
Amplifying and measuring results
Once the marketing team builds its initial campaign and chooses its messaging and media channels, it’s time for PR pros to step in to amplify messaging with media placements in notable publications. Using tools like media monitoring can work wonders in keeping track of press coverage. When pitching to the media, it’s important for the PR team to remember to only reach out to journalists who’ve covered similar topics in the past and in their industry—sending out a generic email blast to a media database won’t do you any good. Using analytics is also crucial in proving PR’s value in a company. By breaking down where campaigns are most effective, audience sentiment and publicity value, companies as a whole can take a holistic approach on how to move forward with its marketing efforts.
Shoot for the top publications
As we mentioned, a good PR strategy doesn’t end with one major event. Putting PR to good use can take a company to the next level. When done right, placements in major online publications not only benefit the company but also helps its target audience. A company’s ultimate goal should be resonating with its readers. The PR team is vital in this process. It finds the most positive messages about a company and translates those messages into positive stories. Ultimately, the goal is to promote a company or individual through editorial coverage. More coverage equals more conversions and a content organization.
The Public Relations Society of America defines public relations as: “Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.” We agree! Besides building your brand’s image, successful press outreach can lead to astounding results.
Until next time!
Passionate about all things communications, Jolie found her dream job as a copywriter with Critical Mention, where she’s continuing her passion for writing and editing. With a background working for high-profile clients in the financial, hospitality and technology industries, she’s excited to bring her experience to Critical Mention. When she’s not writing you can find her at music festivals, hiking or snowboarding.