How can a PR campaign help my business?
From recruitment to raising brand awareness – a great PR campaign can help your business in many ways. In the B2B world, PR is a fundamental part of your overall marketing strategy and shouldn’t be overlooked when it comes to allocating your budget.
Here are just some of the ways a PR campaign can be beneficial to your business.
Boosting sales and raising brand awareness with a PR campaign
We get it; it can be hard deciding where to put your marketing spend when it comes to advertising your business, products, or services. Especially in the B2B sector where you are spoilt for choice when it comes to paid advertisement channels.
What method is going to be the most effective way to make your target audience aware of you and what you offer?
Well, a cost-effective way to achieve that is with a good PR campaign.
A thoughtful PR campaign can attract new customers simply because your company is brought to their attention in a positive light. The fact that your brand is referenced in an editorial in a respected industry publication lends credibility to your company amongst your target audience. This is because subconsciously, the reader knows that editorial has been vetted and selected by an editor for inclusion in their publication. Effectively, it has been given the Editor’s stamp of approval. When your business is mentioned positively and catches people’s eye for the right reason, your credibility instantly rises.
Brand credibility can sometimes be the one deciding factor when customers choose who they want to buy from – this is especially true in niche sectors, where companies are providing similar products or services. When it comes down to making a final buying decision, the company with the most credible reputation is going to win hands down, every time.
After all – you wouldn’t be everywhere if you didn’t have a great company or service, right?
Publicity is absolutely critical. A good PR story is infinitely more effective than a front-page ad.
– Richard Branson.
So, in addition to boosting your reputation and attracting new clients, what else can a good PR campaign do for your business?
Other ways PR can help your business
PR can positively affect areas of your business other than just your bottom line. Each PR campaign can be carefully tailored for a different outcome, but a general brand PR campaign can entice more than just customers.
For example, newish brands and start-ups can attract attention from potential investors by making their business appear larger than it is and the perception of uber relevance. You know what they say about faking it until you make it!
More established businesses can also use PR strategically when they’re seeking new partnerships or considering selling.
A PR campaign can also attract people to your business, not as customers but because they want to work for you. Although recruitment marketing is a separate area, general PR is also excellent for recruitment as more people are exposed to your brand, they get to know what you’re about and again, based on your credibility, will see you as a good employer.
This can be especially useful when you’re trying to recruit industry experts and specialists – being the most credible business in your sector will attract top-level talent.
Finally, another way a PR campaign can help your business is by helping repair your reputation.
Yes, we’re down to the topic not many businesses like to talk about or face but ignoring a reputational issue does not make it go away. Tackling a bad reputation can take time and you must be certain that the root issue has been resolved but a good PR campaign can go a long way towards making amends.
Getting Started With A PR Campaign
Now you’re familiar with some of the benefits a good PR campaign can have, are you ready to start? Your essential guide to executing a successful B2B PR campaign plan contains everything you need to get going.
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READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy
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