A lot has happened since we last talked about the value of public relations – for example, a global pandemic. While it has been a few years, a lot of people still can’t quite grasp what public relations is or its true value.
I know I’ve received my fair share of “remind me what you do again” and “what exactly is public relations” questions these past few weeks during the holidays – and trying to explain it time and time again gets exhausting!
According to the Public Relations Society of America (PRSA), “public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
While a definition is great, public relations is so broad in its capabilities and purpose that the definition can’t truly encompass all the elements of PR.
To look at it from a more complete perspective, here are four main value points for what public relations aims to achieve for brands and organizations.
Whether you’ve been a valuable source on a topic the media is interested in, released an innovative product, or held a newsworthy event, PR efforts have earned exposure for your company. This process is more than exhibiting your company and leadership’s names; it’s about expressing what your company does and why.
Highlighting your organization’s purpose ultimately builds credibility for what you do and the products or services you offer. Connecting organically with consumers or potential customers through PR shows authenticity and builds trust.
Your competitors are likely using the same marketing channels as you. They are also trying to be heard and seen by any means necessary. This makes it paramount that companies prove that they are unique to attract their target audience and compete within their industry.
Find your unique selling point and hammer it. This will help you separate yourself from your competition and allow your audience to see the true value of your product or service. The media will be happy to cover something new and exciting; seeing different companies pitch the same ideas gets boring.
For public relations professionals, it’s not just about securing an interview with the likes of The New York Times or Wall Street Journal – it goes beyond that. The main goal is to fuel the expansion and success of companies through building brand awareness and credibility.
For example, the Corporate Ink team has produced engaging social media and email campaigns, created and implemented award programs to build credibility, and crafted market surveys and reports to establish thought leadership – just to name a few. Ultimately, PR teams are here to take your company to the next level.
In light of the Great Resignation, retaining current talent and attracting new talent is a top priority. People want to work somewhere that aligns with their values, has a strong company culture, is doing impactful work and has opportunity for career growth.
PR aids companies in being vocal about these characteristics to be viewed positively by current and prospective talent. This can be hugely impactful when planning for growth. Companies will have access to new, attractive talent while maintaining a level of company knowledge and industry expertise with their current employees.
Public relations is a valuable asset for every company. It is meant to support business objectives and help achieve company goals. Whether it’s a story in The Wall Street Journal or promotion for an annual event, your public relations team is there to help.
If your company is seeking a PR agency to help unlock the true value of public relations, Corporate Ink can help. Or, if you’re looking to kick off your career in public relations and marketing, visit our LinkedIn for job opportunities.