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While it is possible to operate a business with no or little PR spend, it is unlikely that a company will ever make waves in their industry without it. Being in the press and featured online captures the attention of customers and prospects and helps create long-term success. Additionally, when used properly, PR can give a company the ability to overcome almost any obstacle it may face.
Sometimes in the midst of a busy year, it’s important to go back to basics with PR and work out why you want to be in the press or on top blogs in the first place.
1. Being visible to readers
First and foremost, PR is about being visible to the readers of a print publication or online blog and getting in front of their eyes. Securing coverage with a media source whose readers match your ideal customer profile is the aim of the game. For example, if you are selling furniture, you want to be in front of people who are interested in their homes – home decor and home improvement. So people who are reading articles and magazines about interiors and home decor are going to be a good match.
2. Brand association
Being featured in a well-known publication helps make customers feel comfortable buying from you. The endorsement provided by the coverage is invaluable and as your brand gets featured in more and more publications and blogs, it builds trust with new customers who are not yet sure of your company’s credentials. Brand association can give you a competitive edge and help secure a purchase from a new customer who has a large number of alternatives to choose from.
3. Brand awareness
PR is an important tool for building brand awareness. The more people read about your business and products, the more they will think about you when they need to buy the type of product you are selling. Third-party endorsement provided by press and online coverage is extremely valuable because someone else is saying how great your product is. This third-party endorsement is said to be up to 3 times more powerful than advertising.
4. Reputation management
Businesses can sometimes get a bad reputation without doing anything to deserve it, especially in the online world. Ongoing PR campaigns in the press and online that create positivity surrounding a business and its products can help counteract unjustified negativity.
Being featured on a top website in an article or a blog with backlinks to your website, helps your Google ranking. The more coverage with backlinks you have for your products, the better your Google ranking will be when customers are carrying out their searches for relevant products.
With the right PR strategy in place, businesses and their brands can get a good amount of coverage in both offline and online media which helps maintain and build a loyal customer base.
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