PR holds the secret power to resonate with consumers in a world where attention is the new currency. No wonder PR is 90% more effective in influencing consumers than advertising. This is because 91% of consumers buy based on trust, and consumers typically trust public relations more than ads. While there are multiple marketing strategies to drive business growth, PR has proven to be one of the most effective in boosting awareness, building trust, and improving overall business growth.
Here, you’ll learn the core benefits of working with a PR firm and how this strategic collaboration can transform your business growth. We also debunk popular PR myths and provide tips for choosing the right PR firm.
Tangible Benefits of a PR Firm
Whether you are a founder, solopreneur, or chief marketing officer, driving your company’s growth will be your top priority. However, while there are multiple marketing strategies you can explore, investing in PR offers various benefits for long-term sustainable business growth, including the following.
Have you ever wondered why people pay premium prices for products from a specific brand even when cheaper alternatives exist? That’s because they have already associated such brands with quality, garnering trust over time through strategic PR campaigns. Let’s use iPhones and other mobile devices as a case study. Many consumers are willing to pay a premium for an iPhone over a mobile phone from a lesser-known company, even if it packs superior features for lower prices. Your brand image will determine the extent customers can trust you, and brand trust is always positively correlated with making a purchase decision.
Media Relations Mastery
With technological advances comes the ease of spreading fake news. In this digital age, a brand’s long-built reputation can be destroyed with a single negative viral story. At the same time, you can generate positive public perceptions through a viral tweet or featuring your content in a renowned publication. A PR firm helps you to build strategic relationships with top journalists, bloggers, and influencers to create buzz around your product launch. Good media relationships can help you change the narratives by telling your side of the story effectively and swiftly during a crisis.
Thought Leadership through Content
PR uses various media content to drive brand awareness and build trust. When you invest in public relations, you’ll get high-quality content that addresses your customers’ pain points and positions you as an industry leader. For example, Ahrefs and SEMrush are two SEO companies that have gained the trust of many SEO specialists by investing in thought leadership content. Besides creating content, they partner with PR firms to integrate effective PR campaigns.
Debunking PR Myths
Let’s clear the air around some common RP misconceptions. Many business owners unfamiliar with public relations have a preconceived opinion of how PR works. These PR myths can prevent you from leveraging the multiple benefits of collaborating with a PR firm. Here are two of the most popular misconceptions about PR.
Myth 1: PR is only for damage control
Crisis management is a critical aspect of PR. However, there’s more to public relations than being a tool to repair reputation damage. Here are some positive ways to use PR in transforming your business:
- Product Launches and Announcements
You don’t have to wait until you launch your product before you start creating internet buzz; you can partner with a PR firm, which, in turn, collaborates with influencers to organize pre-launch events to engage potential customers. For instance, the strategic PR campaign around the “Barbie” movie contributed to its impressive $155 million in revenue.
- Fostering Brand Trust
Salsify recently reported that 46% of consumers would pay more to buy from a brand they trust. Trust is not built from thin air—you have to show up on your prospects’ feeds constantly through your helpful content and social media activities before they can develop interest and eventually trust your brand. A PR team can help create PR campaigns that build brand trust.
- Community Engagement
Most platforms take users’ privacy concerns more seriously than ever. For instance, Apple empowers iPhone users to control the ads they see. Google has integrated a similar feature for the Chrome browser, with the latest update asking users to accept or reject seeing ads. This means it will take more than ads to acquire and retain customers. PR can help you build a community of followers through events, podcasts, and local sponsorship.
Myth 2: PR is for big corporations only
Many small business owners often see PR as something outside their reach; they assume PR strategies are only for Fortune 500 companies. However, that’s not true. Public relations is highly scalable, and businesses of all sizes can benefit from it. If you’re a solo founder or a small business owner, you can partner with a boutique PR agency to create cost-effective and targeted PR strategies.
7 Quick Questions to Ask Before Choosing a PR Firm
The PR Firm you work with can make or break your PR success, so choosing the one that most aligns with your business goals is critical. Here are some pointers to consider:
- What’s the PR firm’s track record?
Look at their past campaigns. Are they consistent in delivering trackable results?
- Do they have specific industry expertise?
Make sure you choose a PR firm with a good understanding of your customers’ unique challenges.
- Is there a cultural fit?
Does they believe in your company’s values and ethos? A PR firm subscribing to your company’s vision and mission is a better fit.
- Are they transparent in their processes and pricing?
Be careful not to fall victim to PR firms without visible processes and pricing. They can tie you down with shady contracts.
- Which brands have they worked with?
Take a moment to review their portfolio. Have they worked with reputable brands?
- Are they scalable?
Some PR agencies may struggle to adapt to your business growth, so ensure whichever you’re working with is scalable.
- What is the strength of their team?
Most digital firms thrive based on the strength of their team due to the multi-faceted nature of PR. Ensure you choose a PR firm with a diverse, experienced team to tackle various business challenges.
Transforming your Business with PR Firm Collaboration
In an era where every voice can amplify online, the strategic role of PR becomes undeniably crucial. Whether you’re a startup testing the waters or an industry expert, PR is your ally in curating your brand’s narrative. It transcends brand reputation management and serves as an avenue for authentic engagement.
With the right PR strategy and partner, your business doesn’t merely gain visibility—it also crafts an influential voice. In a rapidly evolving marketplace, now is the time to ask: Is your business harnessing the full potential of PR? Start by making inquiries from a reputable PR firm.