What’s the first thing that pops into your mind when you hear the words: “PR”? For some it’s Press Release. For others it’s Public Relations. But for all companies, PR is a Marketing necessity.
Consider what PR can deliver for you that advertising can’t.
- Credibility: That’s right. I don’t mean that you should go hog-wild and issue press releases every other day. What I mean is that, done properly, the relations you build with journalists, bloggers, editors and analysts can ultimately propel your brand/company/product to the front lines. Nothing says credibility like a good review, a headline in a newspaper, or a positive nod from a blogger
- Messaging: PR people spend more time working with words than just about anyone. Well, I’m not counting the folks who write documentation, or legal contracts. I’m talking about the words that get into the public eye. Who better to help finesse your messaging than the folks whose livelihood it is to get the attention of the media?
- Media and Analyst relations: PR folks are known for their rolodexes and for their ability to network, schmooze, and develop the right relationships with the right people. They can quickly ascertain who you need to be in front of, and how to make it happen.
- Pitching: I’m not talking about baseballs. I’m talking about pitching tightly crafted article outlines (know as abstracts) to a target list of media, journalists, bloggers and analysts. The result is INK. That is what you want: ink on paper (or pixels on a screen). You want someone to write an article, comment on a press release, ask for an interview and basically put your name in front of the world.
- Media Database: This ties into #3 & #4. Your PR team/person will develop a database of the publications and contacts relevant to your target market and product/service. This becomes your go-to resource for pitching media and analysts.
- Editorial Calendar: Think of all the publications in which you would love to be published. Well, the majority publish an annual calendar of topics being covered. Your PR person will take all the calendars, decide which articles are relevant, which abstracts meet the criteria, marry that to the proper media contact and pitch away. If they’re successful, you get ink, which enhances your credibility and increases brand awareness. You see, it all comes full circle.
So, before you dismiss PR as “just a press release”, take a step back and look at the whole cycle.