PR can have a transformational impact on businesses of any size, yet there remains an outdated and unfounded stigma around the value and results that it can deliver.
It goes without saying that communication is critical in the current marketplace. The success of any organisation largely depends on how it engages with its target audience, whether its towards the customer, client, employee or stakeholder.
This is exactly what PR professionals do!
As an agency, we form trusted partnerships with our clients to deliver strategic communications that meet with business objectives. This could be sharing key messages with the masses or more specific and targeted campaigns.
The one consistent factor is that our results speak for themselves.
In a nutshell, we increase brand awareness, help launch new services and products to market, enhance company or individual reputations to help them to become more commercially viable. When combined, the delivery of our services ultimately helps clients to achieve business goals.
Without a robust PR and marketing strategy, businesses are at risk of putting themselves at a disadvantage within the marketplace and losing all visibility with current and prospective customers.
In order to elaborate further, I’ve chosen just three outputs from PR that businesses will find hard to achieve unless they invest in professional services.
Sitting at the heart of PR is securing media coverage. Communications professionals form and develop lasting relationships with a vast number of contacts and journalists. Despite how specific or niche a market may be, members of press, publications and influencers can be targeted to help generate positive publicity for a particular business.
As there is an abundance of ways to digest news, both in print and digital, PR professionals will use their experience and expertise to approach the media with a story that is newsworthy and relevant. The idea being that it is then featured in regional, national or trade publications.
Once media coverage has been secured, it can then be leveraged to increase brand awareness, create a positive public perception and act as a useful platform to promote the launch of new products and services.
Without any investment in PR, businesses are likely to lose this opportunity and as a result fail to be recognised as a legitimate competitor within a specific marketplace.
Social media activity
Social media channels have now established themselves as the digital high street for many businesses. Now more than ever, a greater amount of attention needs to be given to these platforms as they are arguably the first place that target audiences will visit.
In other words, social media channels must give off a good first impression!
Whether it is Twitter, Facebook, Instagram or LinkedIn, businesses need to use each channel to serve a purpose, whether this is showcasing new services or products, promoting brand identity or sharing critical company announcements. They need to act as a reliable and relevant communication resource.
This can be achieved by building the credibility of all platforms, which need to garner a strong following from relevant and influential businesspeople, members of the media, industry counterparts or new and existing clients.
As followers increase, so will the levels of engagement with different posts. This is especially useful when sharing media coverage as it can help significantly increase the amount of people who read about the positive news a company has to share. Thus, increasing brand awareness.
By investing in PR, businesses can ensure that each channel is managed by a team of specialists who understand what type of content should be posted and when. This will enable social media platforms to be used as useful tools to help businesses build towards achieving wider growth ambitions.
Although crisis scenarios are thankfully rare for most, businesses must ensure they have the capability to deal with a problem if one were to ever arise. Whether this be a corporate, public, or internal issue or incident, how this is handled can be make or break for businesses.
Reputation is everything within the marketplace, and once this is destroyed, recovery can be almost impossible!
The most effective way to combat these types of situations is having an experienced crisis management team in place. This forms a big part of the PR toolkit. Communications professionals can explore and identify potential situations that could cause irreversible harm to a brand or business. This is combatted by the implementation of proactive PR strategy.
Despite how prepared the team may be, crisis’ can also occur with no warning at all. This is exactly why it is critical to have a capable team ready to tackle and resolve these issues with minimal collateral damage.
Navigating through these sensitive situations without profession PR support could spell disaster for a business. Damage to brand reputation will have a devastating impact that can never be fixed. The question perhaps therefore is not can you afford PR, but can your business survive and thrive without it?
Investing in public relations is critical to the success of any organisation, now is the time to take action and let PR do the talking.
If you would like to know more about Open Comms and the services we offer, why not give us a call on 01924 862477 or contact us here.