What is Public Relations & Why is it Important to Your Business?

Event Marketing

March 7, 2022

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Public relations (PR) is one of the most important growth tools of any business. And depending on who you ask, how PR is defined may vary. It’s typically thought of as the process of managing the public’s perception of a company or individual, but I like to think of us public relations professionals as story brokers. We’re in the business of telling your brand’s story, through various media, that your and your brand is worth listening to, buying from, and being influenced by. 

If you’re curious about whether or not to invest in PR to help you reach your visibility goals and how it can have a transformational impact on your business, keep reading.

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What is public relations and what are its main objectives?

Public relations can be a powerful tool for businesses of all sizes. Public relations can also be defined as a strategic communication process that seeks to build mutually beneficial relationships between an organization and the public. Some of the main objectives of public relations are to create, maintain, and enhance the reputation of an organization or individual through various activities such as media relations, thought leadership, and event planning.

Other critical objectives of public relations include :

  • Cultivate brand awareness and visibility
  • Build and maintain a positive reputation
  • Creating buy-in from your market

There are a number of ways public relations can help your business achieve its goals through these objectives. How? Because public relations is an essential part of any business’s marketing strategy, it can help you reach your target audience, build trust and credibility, and ultimately grow your business. 

Public relations is also considered earned media. This is when businesses receive media coverage from news outlets, bloggers, or other online publishers. This type of publicity can be very valuable because it’s seen as more credible than paid advertising. With paid advertising, you’re the one trying to convince your audience why they should buy from you, and while you may have an incredible ad, you’re essentially vouching for yourself. When you use earned media, someone else is vouching for your credibility. This establishes an inherent trust in your target market.

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What should you consider before implementing a PR strategy for your business?

Before you start crafting your public relations strategy, there are a few key factors you should take into account. 

Consider Your Goals

You need to have a clear understanding of your goals and objectives. What are you hoping to achieve with your PR campaign? Once you know what you want to accomplish, you can begin to develop a plan of action.

Consider Your Audience

Who are you trying to reach with your message? What media outlets do they consume? You’ll want to tailor your PR efforts accordingly in order to make the most impact.

Consider Timing 

There will be certain times of year when it makes more sense to launch a particular public relations initiative. If you’re trying to increase awareness of your brand, you might want to time your campaign around a major industry trade show, for example.

Keep these factors in mind as you start planning your public relations strategy. With a little careful consideration, you can develop a plan that will help you achieve your business goals.

So, is PR worth it?

The answer to that question depends on your specific business goals and what you’re hoping to achieve with a public relations strategy. 

An effective marketing strategy will likely include a mix of different marketing channels, including public relations, advertising, social media, and more. Public relations is one—albeit critical—piece of that marketing puzzle. 

If done correctly, PR can be an incredibly valuable tool for businesses of all sizes – from startups just starting out to well-established companies looking to expand their reach. 

The benefits of public relations can be far-reaching and impactful for businesses of all sizes. PR can help you build coveted brand awareness, establish credibility, and connect with your target audience – all of which can lead to increased sales and profitability. 

If you’re ready to elevate your brand to the next level, reach out and schedule a call with us here. We’d love to partner with you to elevate your brand to pinnacle success.

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The right event strategy + the right event marketing + a connection-hungry target audience has the power to position you and your brand as a 5-star thought leader, community builder, and purpose-driven connector. 

You invest in your business and brand for the long term when you incorporate events into your marketing and brand strategy.

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