There are many definitions for public relations (PR) floating around, the Public Relations Society of America defines it as, “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Think of it as earning people’s attention and trust and maintaining your brand’s reputation with the public. It is reputation management, and every successful company either employs a team or has a person dedicated to ensuring that their brand has a clear message with the public.
Here are three top reasons your online/digital business still needs PR.
1) PR Elevates Your Brand to “Expert” Status
Having an online business is seen as one of the best investments one can make. You’ve managed to cut costs by eliminating things such as a pricey office or retail space and long-term lease commitments. You’re reaping all the benefits of an online/digital business, but now it’s even more critical to invest in PR because your online brand is your company’s lifeline.
A good PR strategy allows you to cast a wider net by convincing reporters or editors to write positive stories about your company or issue. This gives your story credibility because it came from a trusted third party. When people see that your brand or experienced staff is featured on the news as an expert for your industry, the brand instantly becomes a trusted source.
2) PR Boosts Brand Awareness
You need PR to help get the word out about your company, its products, and services. It’s the best way to tell your story and maintain your good reputation with the public. Good PR generates positive publicity around your brand. When a news outlet covers your company, products, and issues, it gets spread even further by their listeners and viewers through word-of-mouth. This generates more trust and brings new customers to your brand’s social media platforms where you can keep repurposing and sharing that positive news to maintain that good reputation.
3) PR is Continuous Damage Control
Unfortunately, many brands realize the importance of public relations at the worst possible time. Acquiring a firm when you are already in a PR crisis becomes too costly. Jump ahead of any crisis by getting a team to focus and protect your brand before a disaster happens. A good PR strategy helps you to stay on top of what’s being said about your business. In times of crisis, you will already have a plan in place and established relationships with the media to ensure information about your company is accurate. Consistent monitoring of your brand allows you to react to any negative comment or story before it can negatively impact your bottom line.
Written by Trimmel Gomes || Digital Public Relations Specialist