Why use PR?
Brand names stick in people’s minds once they have heard them enough times. It is said once you have heard a name about half a dozen times you will remember it. Those mentions could be through advertising, editorial mentions in traditional media, use of social media or something as simple as your logo on the side of your van. So when a potential customers Googles for your type of business or even goes through the Yellow Pages your name sticks out. We trust the name we know, rather than the unfamiliar.
Research shows that editorial coverage carries more weight than advertising, particularly for high-quality goods and services1, and that reputation is influenced by media coverage2. That is not to say you should ditch advertising, rather see PR as another marketing tool to use to get your name out there. Another one of the half dozen mentions.
In terns of ROI (return on investment) it is claimed that editorial is worth four times advertising. Editorial mentions have the advantage of credibility. It is like a third party endorsement of your goods or services. If you think that a simple advert in a local paper can cost thousands, then maybe paying for PR is not such a daft idea.
PR these days is not just about the traditional media outlets of newspapers, magazines, radio and television, there is also social media to consider. The great advantage of social media is its immediacy and accessibility. You can speak directly to customers or potential customers and they can interact with you. There is no need to get past the gate-keepers of traditional media (news editors, producers) and you have complete control of the content and more control over where and when that content is published.
While a one-off mention can (and often does) have an impact, PR can be a slow-burn. The cumulative effect of positive mentions in the media over a period of time will enhance your reputation and raise your profile.
And remember it is not just potential clients that are influenced by the media, but others such as policy-makers, suppliers and potential employees.
1 Media Prominence – a leading indicator of brand value. 2008
2 “The business case for the reputation project” - Local Government Association, 2006
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