Public Relations (PR) is an excellent tool for anyone implementing an Integrating Marketing Communications strategy.
Here are three reasons to look at implementing a Public Relations plan.
Public Relations is highly credible
In their book The Fall of Advertising and the Rise of PR, Al and Laura Ries postulate that companies trying to build brands should use PR over advertising because PR is deemed highly credible.
People tend to believe PR for two reasons:
- A) A press release is fact-based without any of the hyperbole or emotion traditionally found in advertising. B) A news story adds an element of validity because now a third-party (whether a newspaper, magazine or the local news) is legitimizing your brand.
PR can be repurposed as part of a content creation strategy
In an integrated marketing communications strategy, the goal is to have the same messaging across all of your marketing so that your target audience recognizes your brand at every touch point. PR like articles and press releases can be repurposed as social media posts. You can also use a PR piece as a foundation for content creation like video, blogs, infographics, podcasts, or case studies.
Search engine optimization
Every organization we have dealt with in the last decade is interested in search engine optimization (SEO). Using PR is a great way to increase your search rankings, either by linking to the third-party story on your website or posting a press release on your website. The article or press release can then be posted on your social channels that link back to your website. When people share your social posts, they’re sharing the link within the posts which all positively contributes to SEO.
So, remember when it comes to PR take the Joe Friday approach of, “Just the facts, ma’am.” Stick to the facts and watch your brand’s credibility rise.