Investing in public relations can be a particularly hard sell to stakeholders who aren’t sure what to expect in terms of return on investment or aren’t aware of the difference between earned promotion vs. paid marketing vs. advertising. Here are a few PR value adds to keep in mind.
1. PR pros can set the tone for all communications.
Before diving into specific campaigns, a public relations team will help your organization develop consistent foundational messaging in clear, easy to understand language. Doing so enables you to control the narrative and create cohesion across communication channels. From developing taglines and finetuning mission statements to creating storylines around programs, products, and events, publicists can help translate industry-specific jargon and humanize what an organization does in a way that resonates with intended audiences. All messaging moving forward can be leveraged for traditional and social media purposes and mirrored through additional communication channels, such as websites, newsletters, fundraising asks, and annual reports.
2. A public relations campaign can take a multi-tiered approach to reach target audiences from the top down and bottom up.
Different stakeholders within an organization are likely to have different agendas and audiences. An executive team may wish to address the business community, the programs team may be looking for additional participants, while the development team is in search of more funders. A media relations campaign can take a multi-tiered approach to ensure communications go to all desired stakeholders. Let’s say an organization is promoting a big annual event. Organizational leaders and perhaps those honored through the event can be promoted in higher level, statewide and even national media outlies, while registration listings and features about event participants and supporters can be pitched to smaller, or more regional and hyperlocal outlets. Simultaneously, social media platforms can be targeted to reach different audiences – LinkedIn for those in the industry vs. Facebook or Instagram for ticket sales, as an example. All messaging would have the same but slightly tailored call-to-action relating back to the event.
3. Earned traditional media placements generate third-party credibility that paid marketing and advertisements cannot.
People tend to believe what they hear, read, and see. Positive stories in the media allow the public to view your organization in a good light. A news story has the power to make or break the success of a program, product, service, or event. Earned media placements help to legitimize brands, expand visibility for an organization and build trust among consumers and potential partners and funders. With earned media, outlets are not paid to cover good things about an organization. The fact that media is highlighting the organization’s work is validation of its impact.
4. Become the go-to expert in your field.
By continually offering topical and timely story ideas, as well as industry insights to reporters, producers, and editors, they will begin to recognize you as an expert interview source they can turn to for quotes, background information and features. While you may be well versed in your field, a PR firm can provide media training that helps you to communicate with members of the media and their audiences in a way that translates what you do to different audiences. The increased visibility translates into attention from existing and potential partners, funders, and participants.
5. Public relations initiatives can support several programs and departments within an organization further strengthening brand visibility.
A public relations campaign can be the glue that brings together competing priorities within an organization. For example, if your policy team is working to push legislation, they may be able to share earned media stories with lawmakers to show what’s going on in their district and why a specific bill is needed to help the community. An elected official may be more apt to participate in a co-branded event or joint media placement after seeing the work of your organization featured in the news. With their participation, the public may be willing to advocate for the new law. And additional media outlets may be interested in covering the initiative. The effects of a public relations campaign are cumulative and can be a win for all stakeholders.
Check out Teak’s approach and services to learn how we may be able to help.
