Why Your Company Needs a PR Firm
By Wendy DesslerThere is nothing greater than having people talking about your company. Where normal advertising sends a fixed message that you have to pay a lot for, PR creates an objective conversation about your company for only a fraction of the cost. Moreover, advertising does not lend much credibility to your brand, whereas editorials are independently verified and a thousand times more valuable. Have you thought about the reasons why you might need the services of a PR firm or talked yourself out of them? Here are several reasons why you definitely need them:
Builds brand recognition
Firstly, you need to recognize that building a brand is not a sprint but a marathon. This means that the sooner you start, the better off your company will be. The continuing effects of media visibility grow in time. It could take years for PR to work successfully. Good PR works hand in hand with other aspects of your overall marketing strategy: charity tie-ins, social media, and events. When you look at your company’s changes over a 3-year time period, you will notice some trajectory. If the trajectory is upward, then you are doing something right.
Different companies have different bottom lines. For online fashion companies, ROI might mean straight up sales. However, this is not the only measure of ROI. It also includes speaking engagements for senior staff, referral business, and traffic to your website. ROI is a cumulative effort and you need to be patient.
Compete with competitors
The economy we are in now is very consumer-driver. The maze gets even larger with social media and the numerous digital outlets available. Your competitors are always out there, you only need to look for them. The only reason that you see them in the media is because their PR strategy is better than yours is. Therefore, you just need to improve on your PR strategy.
One of the worst things that you can do is let go of a PR firm after achieving one goal. To stay relevant, you need to keep writers and editors in the know about your brand; this way, they will keep you relevant. Good PR strategies are multi-tiered processes with many ways to create conversations. This includes creating thought leadership opportunities that lend credibility to your executive staff; this means that you place bylined articles of topics in which your staff members are conversant.
Bridge language with journalists
Many businesses believe that they can just pick up the phone, talk to the editor, and that will work. You need to pen a short and to-the-point email that will compel them to read further. Journalists are always looking for a reason to hit delete. Therefore, you need to give them a reason to keep reading. Another component of PR is language and writing. If you are not a great writer, you should invest in a good PR firm. Good PR is all about making sales and publicists are good salespeople.
Often, a business owner will convince himself that he does not need to hire a PR firm, especially if the sales are up. However, big brands have Public Relations experts working for them because they understand that things can go bad and they need to be ready. Conversely, when there is big news that is relevant to what they do, they need to take part in that conversation. PR firms such as Mosaico PR help in building brand recognition, edging out the competition, and staying relevant in your field of business.
Wendy is a super-connector with OutreachMama who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition.
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