Are you contemplating whether public relations is worth the time, energy, and well ... budget? If so, keep reading to find out what public relations means in today's world of media and whether or not it is worth it for your company or client to pursue.
What is Public Relations?
PRSA (Public Relations Society of America) defines public relations as, “...a strategic communication process that buildsmutually beneficial relationshipsbetween organizations and their publics.” The publics referenced are segmented into two categories: internal and external. The image below defines which public different types of audiences (i.e. customers, media, and employees) resonate with.
Both publics are essential to a company or client's public relations efforts; internal publics help with functionality and operations, while external publics help influence reputation and credibility.
The Importance of Public Relations
So, why should you focus on building relationships with these publics? When you dedicate time and resources to cultivating relationships with these publics, the ROI can be immense. Keep reading to see some of the benefits that strategic relationships with publics can foster for a company or client's brand, website, and social media accounts.
Brand Awareness Benefits
If you build a strategic relationship with media, consumers/customers, community members, or other groups... the likelihood of gaining positive media coverage increases.
As a company appears in the local newspaper or blog for activities or initiatives, it places their brand in front of new markets and potential customers, investors, and/or employees. This type of exposure boosts a company's reputation and exposure, which can ultimately lead to new business.
And who doesn't want new business? New business = $$$.
When a company builds relationships with publics who have strong ties to working in the digital-sphere (i.e. media, influencers, employees, etc.), there are many website benefits that can arise. When these publics decide to feature a company on their blog or website with a link to the company's website, it's called a backlink. And trust me, you want backlinks! Multiple backlinks provide more opportunities for World Wide Web users to access a company's site - resulting in increased traffic.
And with increased website traffic and credible backlinks from other sites comes trust from search engines (like Google and Bing) and ultimately a higher ranking. Websites are measured by many things, but their domain rating score and Alexa/Ahrefs score are two common ways to compare a website's credibility to other websites. The higher scores a company's site has, the more likely search engines are to serve their content on the first page of search results.
Being on the first page of search results is a goal every company strives to achieve because being on the first page means you know your stuff and people need to go to your website.
A company should strive to cultivate relationships with publics by connecting and engaging with them on social media. In turn, the goal is to receive mentions and shares of a company's content or public relations efforts (i.e. press releases, media mentions, case studies, etc.). As more and more social media mentions and shares appear, the credibility of a company increases drastically to influencers, new business prospects, employees, etc. because they want to jump on the bandwagon and see what all of the buzz is about.
Social credibility and influence like that can result in additional opportunities for your company or client. It would be a good idea to reach out to media, influencers, and contributors for contribution opportunities as your social cred. increases. They want to feature people in their pieces that the general public cares about! The best part? Opportunities like this can lead to brand awareness benefits that were previously mentioned - creating a continuous cycle of benefits.
So, why do you need PR? The real question is why wouldn't you need PR? Building relationships with your internal publics and external publics can result in vast benefits for your company or client's internal communications/interactions and external reputation and credibility. It's a win-win for more than one reason. Ready to get started? Get in touch by clicking on the button below or check out our Public Relations Management page and let's start building relationships.
I have a passion for communicating, coffee, and creating meaningful relationships. Each and everyday I make it my mission to chase one of my many curiosities and tackle it head on (usually with a dirty chai latte in hand).