March 18, 2024 0 Comments

How Can PR Work with Your Marketing and Business Goals?

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Author: TR Team

A well-developed PR strategy can be a complete game-changer for your brand. It can boost your credibility, put your brand in the media spotlight, and reshape the way your audience views your company. 

Beyond the traditional markers of PR success—headlines, bylines, press release pickups, etc.—a PR agency can help companies to reach their fullest marketing potential. PR is unique in its ability to combat consumer skepticism by proving your value, enhancing your reputation, and developing trusted brand identities that can stand the test of time. That’s no small feat in today’s consumer culture, and it shouldn’t be left to chance (or to your general marketing manager and their interns!)

Unlike advertising, earned media doesn’t stop with a piece of published content. It builds momentum, working as an extension of your internal marketing infrastructure. (That is, if you have a good PR agency on the case.) 

In this post, we’ll cover how PR can be the rocket booster your marketing plan needs. 

The Power of PR

In a world where new tech solutions abound and trends are constantly changing, brands must find a way to adapt and stand out in increasingly crowded markets. 

PR (well, good PR) breaks through that noise. A strategic media relations or affiliate PR campaign can communicate with potential customers authentically and create the narrative you want them to hear about your business. And despite an uncertain economy fraught with trepidation around marketing spend—savvy brand leaders know how powerful brand awareness can be. According to media monitoring platform Meltwater, the demand for PR specialists is predicted to grow 6% by 2032.

With the help of a skilled public relations team, your brand can take control of its message and define (or redefine)how you present to the world. It adds value that can’t be bought by ad placements and influencer plugs in a time when consumers are more savvy to advertising language than ever before. PR is unique in that it generates genuine interest and trust with your target audiences, by playing on the third-party endorsement of media publications your target customer already trusts. 

For the same reason, PR is critical to stakeholder relationships. Those same trust and credibility factors matter to investors, potential partners and even competitors when you’re working to build and expand a successful business. 

PR and Marketing Intertwined

The best PR agencies know that PR and marketing go hand-in-hand, both being long-term initiatives. It’s important to understand the cohesiveness between the two and how they can and should support one other. Knowing how your PR campaigns will play into your marketing efforts is absolutely crucial to achieving ROI.

It’s essential that your marketing department is actively working with your PR agency. If it’s not, then you’re not maximizing your results. 

Concrete statistics and metrics provided by your marketing team can enhance PR pitching. A well-executed PR plan can make the difference in your marketing launches between a complete strategic flop, and an exponential increase in brand awareness. PR can publicize the narratives that matter to your brand story, define the key messages that make up your digital footprint, drive more views to your websites, impress partners and investors, boost your social media presence, and on and on.

Your PR agency should contribute to your overall business goals at least, and help to inform them based on critical industry insights and public positioning, at best. 

Owned vs. Earned Media

Your earned and owned media should have a symbiotic relationship. Earned media is the coverage your brand can get through your PR agency—like feature stories, bylined articles, mentions in roundups, etc. Owned media is the product of marketing and advertising. A well-thought out strategy will see the two working together to amplify one another.

For example, a published PR placement mentioning a recent milestone at your business should be shared on multiple channels, like social media posts, paid ads, and your website, sales deck and company newsletter—to extend its life and overall reach and impact. 

Additionally, a good PR agency will work closely with your marketing team to share audience insights that will springboard off one another. What is your audience looking for? What do they want to see next? These drivers should shape your brand’s messaging and inform what will be included in pitches, press releases, thought leadership articles, and more. Creative dialogue and differentiators can bring a brand to life and create buzz time and time again.

The Importance of SEO

SEO matters now more than ever. Visibility on top search engine results pages (SERPS) like Google can make or break a brand’s online discoverability. In fact, 68% of all online searches begin with a search engine, while SEO drives over 1000% more traffic than organic social media alone.

By creating strategically informed messaging right from the start, you can integrate your company’s key search terms keywords into media pitches, interviews, press releases and bylined articles. Then, when the piece is published, those important keywords will tie back into your brand’s SEO results—and just as important—your overall business growth strategy. 

The best PR agencies understand that storytelling and concentrated messaging have the power to elevate your brand story and share it with the world. PR and marketing campaigns can work together to shape a brand’s reputation and expand its efforts for maximum reach. Both earned and owned media have their own strengths but when combined together, they’re the ideal combination for supercharging brand growth.

If you’re ready for a PR and marketing strategy that will help you reach your marketing and business goals, reach out anytime for a consultation with us.


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Trust Relations Team