All methods of communication work differently achieving different results. Advertising could be seen as a shop window: ‘here look at us; this is what we have to offer, please buy.’ Social is banter with followers, sharing pictures of what a business has been up to and offerings and opinions on the industry. Direct marketing is again, ‘please buy from us, we’re great and have this to offer this month!’ However none of these media really tells the story of who you are and how you operate, who is the brains behind it all and how your business works as a team to make the magic happen.
So who can perform this storytelling magic? Simply, a PR agency.
A good PR gets to know a business and get into the depth of its culture. It has the expertise to ensure that the right stories go out reflecting a brand’s personality and highlighting key messages, so that the customer understands the quality of the product and the team behind it. An agency knows what features are coming up, relevant to the client. PR’s know how to manage a brand’s reputation and focus on the key points that are of interest to buyers and the industry.
More businesses need to see PR as an investment not merely an expense. All companies need sales to stay operational which means creating mass awareness of the products and services available in a creative way. The hard sell won’t cut it every time. Too much and people tune out and become disconnected. PR tells stories that incorporate brand values, earn trust, gain credibility and manage reputation. PR also works to successfully underpin and support marketing and sales activity.
PR is a very important part of the promotional mix; it is earned media, third party endorsement from publications distributed directly to the desired customer. Why is PR still relevant? To remove it from the mix will leave businesses with a gaping hole and lack of substance behind the shop front. PR also gives value for money and a very decent ROI.