Dec 27th, 2011
Putting my Two “Chips” in on Why Betting on PR is a Smart Play
An article in Inc. today rejuvenated my philosophy that PR is still the quickest and most cost-effective way to not only build a brand, but manage it. Caroline Limpert’s “Why I’m Betting on PR” discusses her reasoning for allocating a small marketing budget solely toward PR strategies. Her reasons for choosing PR include: PR builds brand, PR generates awareness and PR isn’t just press anymore. All true and I am in 100% agreement, but in case you are still not convinced I would offer two additional reasons why PR should be your go-to strategy for small marketing budgets.
PR Builds Relationships
Strong relationships are a staple component to any successful PR campaign. PR helps you not only build these relationships with traditional media reporters, but also, through the use of social media, which allows you to build strong relationships with your customers. Social media allows brands to openly participate in the conversation happening about them. You are not just talking to them and hoping they hear your message, you are talking with them. It allows you to engage with your customers and build those valuable relationships where they are. Just because the audience is different and the mode of delivering the message has changed to 140 characters or less doesn’t mean the same tried and true PR relationship building rules don’t apply.
-Be genuine
-Be accurate
-Be timely
-Be accessible
-Be interesting
Whether furthering a relationship with a loyal customer or forming new relationships with first time users or reporters, PR when implemented properly, can help you and your brand build lifelong relationships that are a win-win for everyone.
PR is something you are probably doing already
If you are managing a social media account for your company or organization you are already doing PR (whether you like it or not). As Limpert mentions, PR is no longer focused on traditional forms of media, but on the Internet, where everyone has a voice. PR is not only about the message/story a reporter tells, it is about guiding the story ANYONE following or liking you is telling. This creates a potentially stickier situation than traditional forms of PR can generate.
Social media is all about people being able to communicate in an open forum. It is vital PR professionals focus on guiding the message and actively participating in the conversation, no matter what direction the story takes. Often times it won’t be in the direction you planned, but that is OK. Every market and industry is different, so it is important to make the decision early on about how hands-on or hands-off you are going to be when guiding the discussion. It is a balancing act about putting topics out there that will get people moving and shaking and then hanging on to see where it goes.
Angela Garrison
Angela Garrison is a product marketing specialist with Mercy R&D, a multidisciplinary research and development group located in Springfield Missouri which works to create better medical devices and innovative, affordable solutions to problems healthcare institutes face. She is responsible for Mercy R&D’s external communications including: social media, marketing and public relations. Prior to joining Mercy R&D she worked in the public relations office at St. John’s Health System, which is part of Mercy Health, the eighth largest Catholic health care system in the U.S.