As we approach budget deadlines and begin to finalize our 2016 investments, to the folly of many companies, PR is often overlooked. Although, it’s arguable that PR (public, community and/or government relations) is your most valuable marketing opportunity and provides the highest possible ROI. Toward that end, allow me to share with you the “Top 10 Reasons Your Company Absolutely Needs PR.”
1. Trust
When it comes to trust, your consumers are far more likely to believe a third party endorsing your brand than an advertisement that you paid for, endorsing yourself. One of the best ways to gain those credible endorsements is PR.
2. Recognition
Word of mouth is still the No. 1 influencer of purchasing decisions, but brand recognition doesn’t happen overnight. PR professionals start these conversations, so brand recognition builds, improves and continues to evolve over time.
3. Brand Maintenance and Monitoring
Given the immensity of information on the Internet, it can be hard to keep a pulse on where and when your company is being talked about. Not to fear, PR professionals utilize resources and leverage relationships to monitor, track, position and expand your public image.
4. A Competitive Edge
Your competitors are using PR. If they aren’t, they likely aren’t competition. Every single Fortune 500 Company has an in-house PR professional and/or an agency by their side, because they know that without the relevancy, credibility and visibility of PR, you just can’t maintain a competitive edge.
5. Outside Perspective
PR is about starting conversations, and conversations are a two-way street that opens your brand to fresh ideas and perspectives. If your company functions in a vacuum, you’re likely missing out on the opportunities for growth that could come from outside of your company bubble.
6. Relationships
Good PR professionals don’t just get to know the industries they work in, they become closely acquainted with the leaders, publications, journalists and organizations of those industries to further propel your brand name.
7. Maximizing Your Goals
PR professionals understand that when you have all of your arrows (relationships, press placements, expert testimonials and beyond) pointing in same direction, there’s a much greater chance you’ll hit your target –– or corporate goal.
8. Creativity
Beyond strong writing and relationship-building abilities, creativity is a key driver of any PR mind. From developing carefully crafted pitches to conjuring up a new ways to position a product, every PR strategy should include the right combination of inventive ways to create engaging conversations around your brand.
9. Crisis Management
No matter who you are, every company faces some kind of crisis at some point. Having a designated PR professional to create a clear plan of action that negates controversy and regains the company’s public standing in the midst of chaos will prove invaluable to your brand.
10. Long-Term Success
Long-term success is not a short-term process. PR professionals are there to keep the public dialog going. Because once you stop PR, you stop the conversation.
Scott Harris, President