In case we haven’t mentioned it lately, the purpose of PR is revenue generation. PR’s contribution to revenue can be objectively measured with metrics such as website traffic, social engagement, lead conversions and search rankings. It is important that PR professionals use these measurements to communicate PR impact and ROI. That said, PR has the potential to benefit the company in many other areas. Here are a few often overlooked ways that PR serves the interest of brands.
Your organization’s search for talent is arguably as important as its search for customers. The best candidates have many employment options and can be selective about which company they join. Creating a positive aura and some media buzz helps recruiters attract candidates who will inevitably search for information about your brand.
For start ups and others looking for funding, PR can help get your story in front of investors. PR can create the appearance of momentum and market excitement about your products. It is much easier to attract investor interest if they’ve heard something about your company.
There are likely people in your community who will never be potential buyers of your product. That doesn’t mean, however, that their sentiment toward your organization is not important. Building a strong relationship with the community and sharing it through PR can create ambassadors for your brand even if they never do business with you. This applies to both physical and digital communities.
Partnerships are an important part of many business strategies. Potential partners, like job seekers and investors, are influenced by what they read in the press about your company. Using PR to highlight the success of a current partner is an effective tactic for attracting the next.
You want your employees to feel proud when they tell their friends and family where they work. Employees are delighted when positive press makes the rounds and they hear congratulations from their personal and business networks.
Think for a minute about how national news networks find feature stories to air. They monitor all of the local affiliates looking for stories that might appeal to the larger national audience. So, if you want to get on NBC Nightly News with Brian Williams, first your story has to be picked up by KCRA Sacramento (or wherever). The non-TV press works in a very similar way. Journalists like exclusive stories, for sure, but they want to talk about trends, markets and companies that are already getting coverage. In most cases, they’d rather add to a conversation than start one. This means that today’s press sews the seeds of tomorrow's.
These hidden gems may be harder to quantify than those associated with customer acquisition, but keep them in mind when setting PR strategies and budgets. Brand amplification attracts customers, investors, partners, employees and media contacts alike.