Public relations is about reputation - the result of what you do, what you say and what others say about you.
PR is often viewed by many as a direct lead to a sale and this is not always true - PR does not equal an immediate sale on every occasion. It is this belief which distorts the true value a PR can add to your business. Ultimately if you believe or have an expectation that something is going to happen and it does not - it results in an upset. If people have a belief that by engaging a PR they will get immediate sales and sales do not immediately appear, then it is easy to see why some view PR in the way that they do.
PR is a crucial mechanic that supports any business plan and ultimately is a strategic play for business growth. It involves constant communication to your target audience with positive news profiling the business and individuals within the business. It is about telling others of your successes, your growth and that you do more than merely exist and that you are proactive in your communication.
As you may be aware our world is evolving and the way in which industry adapts to this is fundamental to survival for many. The world of social media is upon us, whether we like it or not, and it is having a dramatic impact in the world of media. Google, for example, with its recent algorithm change last year now recognises quality content on web sites and as a result trusts the said web site as it weaves its magic. This is why quality, current, regular content is crucial to any business that uses their web site as a mechanic for a sale or to be noticed.
All media is moving to online publication – online is the future and your PR should have this covered. PR’s have had to dramatically adjust in recent months to understand the opportunities of online PR. Those that embrace the changes will be the breath of fresh air that their clients and future clients need in order to stay a cut above their competition, in a world where instant gratification is almost the norm, instant communication now follows suit!
Businesses have to engage those they seek to target; be it their customer, potential customer or journalist. The role of the PR is being the eyes and ears of the client seeking the immediate opportunities, whereby engagement is by return and that the communication is specific, as well as being in line with the communications strategy and values of the client.
The value in PR can never be measured overnight, but it is the sustained communication that goes hand in hand with all other business growth strategies, to ensure business success. Good PR will give you the reputation that your business deserves and will allow business owners the time to focus on what is important to them - growing their business.
Gareth Clements – Director - Rumpus PR www.rumpuspr.com firstname.lastname@example.org @RumpusPR