By Citlali Erazo
Publicity. This word is used so frequently in pop culture that its significance gets overlooked. Publicity is media attention for your product, services or business, and public relations (PR) is the communication strategy used to build a mutually beneficial relationship with a company’s target audience. A brand’s image makes up 63% of the value of most businesses, however, public relations is often overlooked by companies. Implementing a PR strategy for your business will create a strong and positive presence in your industry.
Here are six benefits of having a strong PR strategy for your business.
Creates brand credibility
Unlike advertising, PR creates a credible company image. How many times have you scrolled through a website and underneath an article or headline you see the words “sponsored content” or “promoted by…”? Suddenly the value and trustworthiness of the information you’re reading dwindles. This is a great example of how organic news coverage is more credible than a paid advertisement. Moreover, with exposure to approximately 4,000 to 10,000 ads daily, most of us tend to become desensitized to ads and are more likely to ignore them. The benefit of PR, is the information about the goods or services does not identify a sponsor. It comes from an independent source, making it more trustworthy.
Affordable and effective
Advertising is expensive, however publicity is virtually free. Advertising requires you to purchase space in a publication, but with publicity, being featured in the publication is free. Publicity is proof that there is power in numbers. For instance, PR generates a great amount of readership and viewership by publishing content in newspapers, magazines, news channels, websites, blogs, and television programs. Being published in print media such as newspapers and magazines is a great promotional tool because it is organic. Moreover, publicity allows for more information to be disseminated than advertising. As a result of limited sponsored content space, a lot of important information must be cut out. However, a perk of publicity is its long form nature. For example, press releases, newspaper articles, and blog posts are abundant in information.
Builds a positive brand image
A company’s image will either make or break the company. Ninety percent of potential consumers use reviews and online mentions to determine whether or not to purchase products or services, which is why a positive brand image is crucial. Consumers are more likely to support a brand with a positive image because it is seen as being more credible. A positive image creates interest for your business, and reputation management is a key component of maintaining it. Reputation management repairs damage such as negative reviews, advertising gone wrong, and overall backlash that a brand could face. This is why PR is vital for branding.
Builds community relations
PR builds and maintains a mutually beneficial relationship with the community. A great way to strengthen community ties is by joining groups, volunteering, and donating to organizations that align with your company values. This relationship is valuable because it establishes reliability, trust, and credibility. Moreover it makes a strong impact and shows people how their community is improving as a result of your brand’s efforts. This also garners exposure and reinforces a positive company image.
Amplifies online presence
The internet is a powerful marketing tool, and with the help of a PR strategy, your brand can reach audiences that it wouldn’t be able to offline. For instance, social media, blogs, and press releases can boost search engine optimization (SEO) and increase website traffic. PR increases overall brand visibility which is good because consumers are more likely to buy your goods or services when a brand is familiar. A strong online presence creates several opportunities to increase sales and ultimately expand the company.
Increases sales and leads
Blog posts and news articles with a captivating headline create more interest than an advertisement. Why? Because they focus on a story, as opposed to the product. Due to the longform nature of PR, testimonials and case studies are a great way to spark a consumer’s curiosity. Positive reviews and word of mouth referrals increase sales and leads. Moreover, it can lead to a snowball effect, in which good press leads to even more good press. Another great strategy to implement is creating a press or media section on your website. This will establish credibility and increase sales.
An effective PR strategy is a crucial component of a successful business. At virtually no cost, publicity offers extensive benefits including credibility, effectiveness, a positive brand image and a strong online and community presence. Most importantly, it leads to growth opportunities and an increase in business profits.