What Is Public Relations and Why Is PR Important?

Many people only know what PR is from Mad Men. Most have a vague understanding of what public relations means, very few understand what PR firms and PR agencies do, and many even have a slight idea of what goes into it and the benefits it offers businesses. Very few, however, understand the true impact it has.

What is Public Relations?

Every company needs to do some kind of PR, whether it’s creating a brand identity, maintaining corporate relationships, media relations or any of the other tasks that fall under the category of public relations. So, what is PR and what do PR professionals really do? Public relations is the process of sharing information on behalf of a company or person in order to build relationships and influence public perception. Public relations specialists will use a variety of mediums to create and disseminate information for a person or company. They often work hand in hand with marketing, communications, or advertising departments to accomplish their goals. 
PR can also be used as a tool to complete many kinds of business goals and tasks such as creating brand awareness, crisis management, product integration, event management, and more.

The Importance of Public Relations

Public Relations is one of the most effective ways to build on marketing strategies and create a solid online reputation. Companies that are investing a tremendous amount of time and effort into staying on top of their PR strategies, and they’re seeing even larger returns with better ROI.

Public relations is about sending the right messages to the right place and the right people, creating a stronger brand reputation. PR agencies work alongside their clients to help them achieve this and promote them within their clients industries. PR is an area that can transform the future and profitability of a business. Used properly, PR can give a company the ability to overcome almost any obstacle it may face. This is some of what makes PR so essential.

5 Ways PR is Shaping the Marketing World in 2023

Public Relations Increases Brand Credibility

Whatever the industry, trust plays a monumental role when it comes to determining the success of a business. Without trust, a business leaves potential sales on the table. To bridge that trust-gap between a business and its would-be clients or customers, the business can hire someone in public relations.

The expert works on increasing their credibility within their given industry and increasing their overall reputation. This is often done through thought leadership pieces, influencer connections and networking strategies.

Increase Profits, Sales and Leads With PR

PR isn’t complete without marketing.  A company that enhances its reputation through a range of unique PR practices makes it likely that new potential customers will find their way right to its door. Customers and clients will have more options to connect with the company through its business stories and press releases.

PR agencies make that possible by helping organizations to craft the right messages to resonate with their target customers in impactful ways. In the end, that means bigger profits.

PR Changes the Way People Think About a Business

The online world allows people to say whatever they want about a business, true or not, with the business being able to do very little about it. A large number of businesses get a bad reputation without doing anything to deserve it, while other businesses are not within easy online reach of their intended markets. Both circumstances are hardly ideal.

The most effective way to fix that is through PR campaigns. PR support and the right campaigns increase awareness for a brand while maintaining a positive and consumer-resonant image.

Audiences are also more likely to listen to a message coming from an objective source, as opposed to paid-for advertising. By leveraging their connections with influencers, PR agencies can gain trust for a company.

PR Enhances Online Presence

Everyone is digitally connected in today’s world, and PR helps companies to create a strong online presence that is highly visible to their target audience. PR agencies provide businesses with support and guidance to help them market themselves online while being constantly ready to step in when a disaster occurs or something threatens to damage the image the company has been building.

PR experts can identify the best channels and influencers to spread a company’s message to the right people, and they can use their experience and industry connections to maximize reach.

Press releases, social media and influencer connections with promotional content-publishing sites are some of the tools that PR companies use to help their clients to strengthen their brand image and increase their profitability. Plus, they are tools that can also be used to overcome challenges that may threaten a company’s success.

With the right PR company assisting them, brands of today have a much higher chance of reaching the right audience effectively.

PR Communicates Social Values

Consumers are becoming increasingly conscious of the values of brands that they shop from. Employing a diverse workforce, women’s rights, and sustainability are just a few of the many values that consumers say will make them more likely to purchase from a brand. 

PR specialists are responsible for communicating a company’s values and building trust with consumers and their audience. Recent polls show that more than half of consumers are more likely to shop from a brand that they believe practices empathy. 

While having a great product or service is important to generate sales, a brand’s image and public perception are key to growing a successful business and maintaining a loyal customer base.

What are you doing in 2023 to maximize your PR?