5 Reasons Why Investing in PR is your Best Boss Move in 2018

5 Reasons Why Investing in PR is your Best Boss Move in 2018

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.

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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.

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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.

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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.

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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.

3 Most Common PR Mistakes

3 Most Common PR Mistakes

The PR (Public Relations) business may be easily defined as the business of making your client look good. Whether you’re doing PR for a product, a service or an organization, the end goal of your project is always “to make it look good”. Or look better.   My first encounter with Public Relations was way back in college. I spent an entire semester reading about it, studying it and learning how important it is in business. Now that I’m out of college, I bump into it almost every day until I realized that I fit snugly in this industry. So, armed with a Marketing degree and ten years of experience in advertising and corporate events, it was easy for PR to sweep me off my feet.   Almost everyone will start out DIY-ing their PR, and if you’re one of those people, here are three tips about the mistakes you don’t want to commit:  

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PR Mistake #1: Saving the Meaty Part for Later

Many writers disregard (or forgot!) the reasons why the inverted pyramid as a story writing format became a classic. For those who didn’t know about this, the inverted pyramid is a style of writing where the most important data of the story is placed at the top and then the information that follows afterwards are just the supporting details. In “importance grading”, it’s like an inverted pyramid because the bigger side is at the top.    Every PR story or advertisement should follow this.

See, it’s good to also “save the best for last” but a lot of people really don’t have time to wait around for what’s going to appear next.   This principle is especially useful in the Internet world. Studies show that you only have less than 5 seconds to impress your first time page viewer. If you don’t get his/ her attention by then, remember that it also takes a fraction of a second to click that close button at the upper right corner of the window.   A shocking title, a meaty sub-title, and a punchy first line will always do the trick. Then enchant your reader with a powerful first paragraph. Impress, satisfy and ignite interest from your audience as soon as you can. When you got that running smoothly, everything else will follow.  

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PR Mistake #2: “We” instead of “You”

Look at your company profile. Do you constantly talk about how long you have been in the business, how good you are, how many customers you’ve served, et cetera? Do you fill your copy with “we” instead of “you”? Many businesses think that the best way to impress their audience is to brag about themselves. Though this may spark interest as well, the best way (really) to incite action from your viewer is to drop the benefits part. After all, what comes after you impress them? Do they walk away with the good impression? Shouldn’t they do something?   Answer these questions: What benefits do they get from your product/ service/ organization? How will it help them? What kinds of feelings must your PR effort (may it be a picture, an ad, a statement or a press release) leave on your viewer?

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PR Mistake #3: Releasing an Advertisement, Not a Story

Now, for the tricky part, many businesses do PR to advertise something, instead of telling a story. See, people now have become smarter buyers.  They know which ends some companies would go just to make a sale, or make themselves look good in public. This is why you need to take a softer approach in PR. You must showcase your business as something that has an identity of its own, with its own stories to tell.    For example, if you’re releasing a story about your latest nonprofit project that sponsors scholarships for orphans, tell a story on how your business appreciates the value of keeping the children on the right track when it comes to education, well-being and their physical growth. Tell a story on how your business is relevant to the community by saying how this value is relevant to the community. Stuff like that.

So yeah, those are just top 3 of the most glaring mistakes that businesses commit whenever they do Public Relations. Keep these in mind and you’ll surely find the other PR trappings easier.

***Don’t want to DIY? Trust only the pros. Get in touch.