Why do you need public relations? Well, if you don’t manage your story and reputation, telling your key audiences what you want them to know about your brand – through messaging, content, press releases and earned media – who will? And while you’re thinking about whether to give your brand a voice, your competitors are telling their story, and your audiences are hearing them. Your competitors are owning the share-of-voice game and seemingly viewed as the leader in the industry. When you know they aren’t. Ouch!
With over two decades of experience in the PR field, I’ve witnessed firsthand the transformative impact PR and storytelling can have on B2B and B2C enterprises, and not-for-profit organizations. Here are four compelling reasons why investing in PR is essential for any organization.
Building Trust
In today’s digital world with thousands of ads and messages coming through screens throughout the day, people have become conditioned to tune out “noise” and seek the information they need. People are increasingly skeptical of traditional advertising and crave authenticity and the truth about brands. This is where PR comes in. By securing media coverage, placing thought leadership content, and creating compelling narratives, PR helps organizations build credibility and foster trust with their target audiences. Consider this: what do you trust more, an ad that’s been paid for, or an article written by a writer and filtered through an editor who are expected to remain unbiased? A news story on a company, product, service, idea, or investment immediately raises its credibility.
Being Visible
It’s a cluttered marketplace out there. Standing out and capturing attention is not easy. This is where PR shines. Through strategic storytelling, media relations, and thought leadership, PR can elevate brand visibility. By securing editorial placements and contributing op-eds in top-tier and industry trade publications and outlets, speaking at industry events, and creating authentic, controlled content for key stakeholders, PR amplifies the brand message and expands visibility. People do their research when looking for a partner and seek third-party sources and articles in which to validate expertise and industry authority. The key is being visible so you can be “found” by those doing their research.
Driving Leads
I can’t tell you the number of times a client has said to us, “Hey, I just got a call/email/LinkedIn message from a great prospect who said they saw a story in the media that mentioned us!” PR drives leads and supports the sales process by building the trust and credibility prospects are seeking. When prospects see your organization covered in the media or they search for a solution and see thought leadership content that shows your team’s expertise, they feel as if they’ve found the best the media can find and vet on a topic. It also helps to solve the problem of your sales team hearing the awful phrase, “I’ve never heard of you,” when they call on an important prospect.
Staying Competitive
What’s your share of voice? Meaning how often do your prospects and customers hear about, or from, your competitors rather than you? Are your competitors telling their story, getting quoted in the media, landing guest articles, receiving awards, and positive reviews – and you’re not? That is a real problem when everyone seems to Google a brand to ensure its “real” and trustworthy before they engage with it. A solid PR strategy will significantly increase your brand’s share of voice – and with it build confidence in your prospects that you are among the best brands or solutions to choose from.
From building credibility and trust, to driving brand awareness and staying ahead of your competition, PR plays an indispensable role by shaping and managing an organization’s reputation. Consider this: if you aren’t actively telling your brand’s story, who is?
Bonnie D. Shaw
President
Clearpoint Agency
Bonnie D. Shaw has led award-winning brand positioning, messaging, and PR strategies for companies such as Airspace, Beyond Meat, Caravan Health (a CVS company), Eddie Bauer, Meatable, Toshiba, UBS Wealth Management, USD’s Angel Conference, Zodiac, and dozens of companies in healthcare, technology, financial services, life sciences, nonprofits, and consumer goods. She uses her broad experience to craft objective-driven comms strategies and create an authentic voice for clients that differentiates, engages target audiences, and builds trust. Shaw earned a BS in Journalism/Public Relations from Cal Poly SLO.