Do I need a PR for my business?
The answer to ‘Do I need a PR for my business?’ could be reduced to a simple yes or no, but before we answer this often asked question, it’s worth dealing with the bigger question: ‘What is PR?’
Many years ago when completing our CIPR Diploma, there were 108 definitions of PR, so it’s no wonder that businesses are often left wondering what it is, and if and why they need it. So let’s see if we can offer a more simplified explanation. The official industry line on PR is: ‘To create mutual understanding between an organisation and its publics’, and herein lies the first dilemma. First, what does that even mean, in what form or forms do you create understanding, and how does it benefit your business? The reality is that most businesses actually want one strand of PR - ‘publicity’ - and many take that to mean ‘free’ in the form of media coverage. Cutting to the chase, the majority of businesses want to promote their products or services, build their profile and raise brand awareness, and generate a response in the form of leads, enquiries and sales. And that’s where the lines blur, because is that PR? Or is it marketing?
It’s a complicated and mixed picture in which PR, publicity and marketing are all ingredients in the same cake, so let’s offer up a simple distinction.
PR (Public Relations) builds your profile with the aim of influencing and shaping opinion, managing your image and how people perceive your business by inspiring them and affecting how they feel about you. That is, to build your reputation. Additionally, crisis strategies manage and mitigate negative situations, preserving your brand’s reputation.
Publicity builds your profile and generates awareness of your business, products and services with the aim of stimulating a response. This could be a lead, enquiry, social media engagement and/or, of course, a sale.
Marketing is a direct transactional approach i.e. you promote your brand, products and services with the specific aim of generating enquiries, leads and sales
The simple answer to the original questions is yes, you do need a PR, but in reality your business needs a combination of all three elements to flourish across a multi-media landscape, which is increasingly driven by commercial imperatives i.e. to sell space whether it’s advertising, advertorials, sponsored content or other forms of media communications, such as e-shots. Even if your message is truly PR-led, you often still need to invest in the communications channels to communicate it, whilst also securing some free editorials.
A simple way to define PR
You go to a business networking event, why? Because you want to promote your business and sell what you do, right? That’s marketing! But you know you can’t walk in and sell straight of the bat to the first people you meet. Your instinct is to acquaint yourself with fellow networkers, build relationships, earn their trust and be liked and respected by them. That’s PR! The result? Start with PR and you’ll sell more in the end!
Ultimately, people buy from brands they trust and like, and PR is all about building that trust, and credibility. PR is a soft power that nurtures positive relationships between your business and its customers, staff and stakeholders. There are literally hundreds of tactics, which we wont subject you to in a blog, but a simple example would be to use PR to spotlight your values, culture and qualities as a business, rather than pushing a sales or marketing message.
The distinction here is to promote what you stand for, what differentiates your business from its competitors, how you foster positive staff, supplier and customer relations etc., with the aim of creative positive opinions about your company. If, for example, you donate a percentage of your profits to good causes, support charities, invest in emerging economies and communities or even in local initiatives, such as schools partnerships or sponsoring a local football team, that’s good ‘PR’. If your business is trained on setting and reaching sustainability goals, achieving diversity aims and putting content out that helps customers and potential customers solve issues, rather than directly selling to them, that’s good PR too. You’re unlikely to sell your products and services to your staff, but internal newsletters are great for employee motivation. It’s important your staff feel good about their employer, proud to be a part of the team, and to feel valued, supported and engaged…that’s another example of good PR.
Take this simple distinction. Post a blog or send a press release to the media promoting a new product, outlining its features and benefits including a CTA and your business credentials…well that’s publicity. Post a blog or send a press release imparting sound and impartial advice to help businesses overcome known operational challenges, to which the same product offers a solution…that’s more in the PR domain. The difference being that one focusses on a direct promotional message while the other presents the same product in a helpful, supportive and advisory framework. This approach not only shows empathy and understanding about the issues your existing and potential customers face, it shows thought leadership, positions your expertise, and it builds confidence and trust. However…by default it’s all essentially a blend of PR, publicity and marketing.
So, as you can see, it’s a yes to ‘Do I need a PR for my business?’, but understanding the distinction between PR and publicity, and their relationship to marketing, will help you get more value from PR as a communications resource. And remember, PR is not just about managing your reputation, it’s also about creating opportunities for growth and success. It’s an investment in the long-term health of your business.
Need advice or have questions?
Please call us on 01372 635 638 or contact us for a free, no-obligation conversation about the role PR can play to support your business on its growth mission. After all, PR, publicity, marketing…should all being aligned to your growth strategy.