As long-time PR pros and communications advocates, we’ve grown accustomed to questions like “What is PR?” or “Why do we need PR?”
By definition, public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public; but the strategic communication process that occurs in today’s PR world requires so much more than just information management.
Though each day is different, great PR involves brand planning, content curation, campaign promotion, thought leadership placement, competing for “earned” exposure, trend anticipation, social media management and so much more.
Because every organization wants to be in the right conversations, at the right time, for the right reasons—a successful PR strategy should empower brands to achieve the positive public awareness necessary to successfully reach and exceed their goals.
For companies both big and small, the fundamental benefits of a strong PR strategy are:
Public relations gets you noticed. An ongoing stream of well-placed articles keeps your organization top-of-mind with key decision-makers.
Public relations sets you apart from the competition. Coverage in important publications or on TV can ensure your organization stands out from the competition as a clear market leader.
Public relations builds third-party credibility. When people read a story about your company in a newspaper or magazine, they are much more likely to have a favorable opinion than if you are the only voice touting your excellence. As Jean-Louis Gassée once said, “Advertising is saying you’re good. PR is getting someone else to say you’re good.”
Public relations establishes thought-leadership. Thought-leadership pieces or interviews chosen for respected publications show the outside world that your company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates.
Public relations helps you attract future sales opportunities. Once potential customers see you as an established authority in your field, they will begin to seek your industry expertise. For instance, when your insight is included in stories from well-known publications, it transforms trusting readers into prospective buyers.
At Beyond Fifteen, we think cookie cutters are for baking, not for PR strategy. That’s why our team hand-selects approaches that are a perfect fit for each organization’s individual needs and goals. Whether inserting a company spokesperson into a timely media discussion, spearheading thought-leadership programs or launching news with a splash, great PR increases public knowledge and perception of your brand – taking you beyond your 15 minutes of fame.
By: Lauren Ellermeyer, President (Odd Days), Beyond Fifteen Communications