Public relations still packs a punch in today’s marketplace. Whether large or small, your business can benefit from utilizing its persuasive power. We sat down with Tracy Fellin, our strategist and head of PR, to learn more about why having a PR pro is so important.
Because PR experts handle more than free ads and publicity.
While press releases and publicity play a part in any PR job, a true expert handles many different tasks, including:
- Creating and managing special events
- Conducting market research
- Expanding your company’s contacts
- Writing and distributing press releases
- Developing content for a company blog
- Speech writing
- Managing promotions
- Handling negative customer feedback
Public relations pros use all of these elements to create a holistic image of a company to the world, as well as handling crisis management when tough situations come up. Take, for example, Crock-Pot’s response to the emotional “This Is Us” episode where a slow cooker caused a devastating fire. Crock-Pot’s PR team was in-tune to the chatter around the show and created a Twitter account to address safety concerns, ensuring the brand remained trusted by customers.
Because PR experts understand how to work with the media.
Anyone can mass email a press release, but PR pros know how to get it published online and offline by finding the overlap of reader interest and their client’s goals. They start each project by looking at how a company’s release or event can offer a new or unusual story, share a unique human-interest element, or offer insight into a current discussion. A public relations expert creates a story and angle that persuades reporters to run their client’s releases, show up to their events and share their videos.
Because public relations pros are storytellers at heart.
And, according to entrepreneur Gary Vaynerchuk, “Storytelling is by far the most underrated skill in business.” As content marketing continues to dominate the advertising marketplace, companies must step up their game to be heard through the noise. The one thing that still stops people in their track is a masterful story. Consider this commercial from JetBlue. PR pros created a story around a common customer issue. But instead of starting with the issue, they chose to focus first on the “offender,” awakening a viewer’s sympathy. Their expertise helps them understand how to best tell a story in a way that benefits a company—and makes a customer want to watch the whole ad or read the whole story.
Because public relations can meet goals traditional advertising cannot.
Traditional advertising has many benefits. But increasing customer trust is not typically one of them. This is where a PR expert can step in. By cultivating connections with journalists and community members, they can find just the right time to share a press release, hold an event, or pass along insights from their client’s CEO about a current event. Over time, their clients receive more and more independent verification through published press releases and media coverage, which can lead to increased trust with customers.
Public relations continues to operate with power in today’s marketplace. No matter what the size of your business, you can reap benefits from working with an expert in the field and allowing them to position your business for success. Wondering what a PR pro could do for you? Contact us today.