You’ve probably seen the commercial about how Geico’s insurance is so easy, that a caveman can do it. The same is said about public relations. All you need to do is write a press release, distribute it over a wire and presto, media coverage will come. Or you just need to send an email to a reporter to have it instantly printed or broadcasted.
While there are instances that this does happen, I think this overlooks how PR is more than securing coverage in the media. PR is an integral part of a company’s marketing team and provides incredible value when done well:
Message and Positioning
As outside counsel, public relations professionals bring fresh eyes to the company, product/service and industry. With a fresh perspective, we help executives refine their key messages and value proposition to their key audiences. We also help define the company’s position in the marketplace to help differentiate it from its competitors.
We oftentimes overlook the importance of building relationships with the right influencers as an objective of PR. While reporters are a key target of relationship-building, PR professionals also can identify and introduce companies to other influencers (analysts, authors) and prospective partners and customers.
Customers are the cornerstone of a successful business. PR professionals collaborate with clients and its sales team to identify and contact customers for marketing and PR efforts. This provides an additional channel for the company and customer to interact after a product/service has been delivered. And by telling the customer’s story, the client has a positive story to use for press and sales purposes, the customer is seen as a hero within his industry, and the sales person strengthens her relationship with that customer. It’s a win-win for everyone.
Beyond a media hit, PR has other tangible benefits for companies – message and positioning, building relationships, and customer relations. Now tell me, do you really want a caveman to handle these?
Any other areas that you’ve found PR instrumental?
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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