Start contemplating your PR this 2018. When you have the fullest belief over what you—as an individual or as a part of any institution you represent—are capable of providing and the value of your work, but the same belief does not seem to translate to your audiences, and by extension, to your income, perhaps you have to start.
A lot of times, what we see in our brand isn’t always what others see, therefore, there is a need to bridge that gap through strategic communications.
Before anything else, we have to start off with a few definitions. Exactly what is PR? A quick Google search will lead you to a bunch of lengthy textbook definitions that will more or less say the same thing about PR. For now, let’s skip those technical jargons and talk about what PR is in a nutshell. PR (or Public Relations) refers to how an individual, an organization, or a company communicates its brand persona to a target audience, often involving media, advertising, and direct communication or word-of-mouth.
PR is the practice of managing the relationship between the individual or organization and the public through strategically curated information and a well-designed communications campaign. Essentially, It does not only deal with defining what market you or your company should establish a relationship with, but as well as maintaining that relationship. In some instances even, PR is also a crucial factor when one intends to create a shift in the target audience (i.e. if you want to expand your age bracket or target a different group of people with a different purchasing power). Because of this, it has become a necessary tool for all forms of businesses. Our favorite definition is this: PR is nothing but organized truth.
To help ease you through the process, we’ve listed 5 reasons why you should invest in PR this 2018.
1.) PR is the key to scaling
The common thread that strings various consumers together is that we all prefer what we know. The most visible benefit that comes with good PR is that people trust established brands better, which means if word about you or your brand spreads, this signals an instant sense of trustworthiness that resonates among consumers.
If you want to scale your brand, you have to establish yourself as something reputable enough to be heard over the waves, be seen, and be talked about. Good PR is when that information does not only spread but more importantly, that it communicates the right things about you and that it reaches the right people.
2.) PR builds credibility
PR is ultimately about shaping public opinion. What makes public opinion tricky is that it’s not just a matter of letting people know what you have in store, but letting people know that it is something they can rely on. For instance, advertising can probably get word about your brand out, but to be mentioned publicly by a person of influence or to be written about in reputable publications mean that even authority figures patronize you. This is important because consumers have projected aspirations hinged on whose opinions they trust, and whose lifestyles they want to embody. When your brand is perceived to be good, the likelihood of closing prospects also heightens.
3.) PR helps to upgrade your value
If you come to think of it, diamonds are just purified carbon; rocks, so to speak. The reason they sell for quite the price isn’t so much because of how shiny or sturdy they are, but because of the lucrative ideals and aspirations that are ascribed to them.
Liken yourself or your brand to a diamond, and you will begin to realize how PR is crucial in shaping your value. With the right kind of PR, you can target certain audiences who are in search of products and services that possess “premium” reputation, something that you can provide.
4.) PR improves your team
The thing about good PR is that you don’t only attract the right consumers, but you also attract the right people who will seek to be part of your team. A well-curated communications campaign means people with the right attitude. And whose body of work you want on your team will also likely want to be associated with your brand.
Take, for instance, a lot of hiring strategies involve not only selling the front-end benefits of being in your team (i.e. comfortable paycheck, attractive workspace, etc.) but as well as the back-end benefits of your brand (i.e. will I want to be associated with this brand?). This means you don’t only get to scale in terms of brand familiarity, public perception, and brand value, but you also get to scale the size and quality of your team.
5.) PR boosts niche authority
PR may not always seem like the best investment especially for somebody who is only starting out, but the best way to get a leg up when it comes to harpooning your brand is by establishing authority—whether you’re only starting out or not. Markets are tricky because they involve a lot of healthy competition.
You need to take command of your market if you want to rise to the top, which means people have to be familiar with your brand, you have to be credible and reputable, you have to offer premium value, you have to have the right people working under your wing, and you have to command undisputed authority.
Ultimately, you need to make people listen to you in order to be preferred, and not simply noticed, and this is something a good PR investment can offer.