Many companies like the idea of integrating public relations (PR) into their marketing approach, but not many have the appetite to invest in the resources and time needed to benefit from the valuable impact it has. An occasional press release over the wires, a post on social, an addition to their corporate website, and usually the PR box is checked. It’s not uncommon for organizations to be disappointed with the ROI of these “one-off” efforts.
Over my career, I have found that it is not a lack of interest that stifles the success of PR efforts, but more of an understanding of how public relations can work for a brand. Let’s take it back to the basics, and dive into what public relations is, how it differs from branding and how it works with social media.
Public relations (PR) is the practice of using media channels (TV, print, radio, digital) to build a positive public perception and to promote your products, services, and organization. PR acts as the process for managing your brand and communications to the public. When done correctly, it can be one of the most effective ways to drive brand value, trust, leadership, and reputation.
PR is also how organizations widely spread pertinent information, so it is somewhat similar to branding. The main difference between public relations and branding is that PR focuses on communications and reputation whereas branding focuses more on visual elements like logos, creative designs, websites, and marketing materials.
In the past, PR was mostly about managing relationships and communications with traditional media outlets. But now, in addition to using the media or press as a communication tool to reach the public, marketers and public relations professionals can go straight to the public themselves. Digital marketing and social media platforms have paved the way to connect directly with customers and consumers. And this is where social media entwines with traditional public relations.
By integrating social media, brands now have the opportunity to supplement and amplify their traditional PR efforts and engage (real-time, 2-way conversation) with those that are interested in their messages. It is an incremental way to get the word out fast to those you are connected with. Additionally, integrated social media and PR provide a way for organizations to share more of their brand personality with visual elements, influencer connections, and promotional content. A strong and active social presence is key to establishing and building a brand. Customers check out social feeds to determine industry leadership and to validate purchase decisions. Consumers look to social media for reputability and acceptance. And, Journalists and reporters like to confirm if a brand is keeping a fresh online presence and if they are best-in-class when deciding what to cover or write a unique article (one of the ultimate goals for a PR professional).
While social media is an effective tool for connecting directly and building brand value, it should not take the place of public relations nor discredit traditional PR efforts. According to the Pew Research Center, only 27% of U.S. adults trust the information they find on social media. But 56% trust national news media, and 75% trust local news outlets.
PR can be an extremely effective approach for building brand value and reputation by getting the right messages to the right places and the right people. It is necessary for building long-term relationships with customers, partners, journalists, philanthropists, politicians, and the general public. Regardless of a brand’s size or industry, all businesses should leverage public relations through traditional outlets and integrate it into their social media.
Connect with Titan Marketing and learn how you can leverage powerful PR in your marketing mix.
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