How to implement Public Relations into your marketing plan
If you read our article on owned, earned and paid media, you’ll know that Public Relations (PR) has never been as relevant as it is today. But what exactly is PR and how does it differ from marketing?
There are several types of PR but in a marketing context PR centres on profile building and reputation management through media relations and communications with stakeholders. Marketing broadly involves promotions, advertising and direct marketing to drive sales.
What is the value of Public Relations in marketing?
Firstly, public relations is earned media – considered the most credible form of media by the public, according to studies. To back this up, research indicates 25-40% of lead generation and traffic comes from earned media.
When we talk about Return on Investment (ROI) in Public Relations, it’s not usually as clear cut as looking at ROI in marketing, which can be measured through a number of metrics such as sales leads, increase in website visitors or clicks on digital adverts . In PR, the measurement of value is tricky, but can be considered by reviewing your brand’s exposure and credibility. Earned media makes up the bulk of this and is harder to tangibly track, however the value can’t be ignored when it comes to your brand reputation. At the end of the day, free media coverage that is positive, aligns with your brand values and reaches your stakeholders is always a win.
So, what does PR in the marketing mix look like?
- Media releases and blog posts
- Article/blog pitches to editors and journalists
- Articles or blog stories on your own website
- Arranging interviews and appearances at industry events for company leaders
- Building relationships with the media
- Planning and executing events
- Social media promotion
Successful PR activity results in mentions in industry media and reviews, better SEO, and praise and positive commentary on social media by stakeholders.
How can you apply Public Relations to your marketing?
There are a few ways to bring PR into your marketing strategy:
- DIY
- Hire a consultant
- Hire an agency
You can take initiative in your business’ PR by doing it yourself – making those media connections, writing releases and blogs, and pitching to journalists. However, to successfully execute PR, it takes time and requires a niche set of skills and coordination.
There are a number of advantages to using an agency that specializes in Public Relations, some of which include:
- Media Relationships – Agencies already have established media connections, and where they don’t, they know how to go about forming them.
- Objectivity – Professional agencies will look at your business activity and objectively point out what is newsworthy and what isn’t.
- Team of professionals – PR agencies employ skilled professionals who know exactly how to produce PR assets and who to target while taking into consideration all aspects of your marketing strategy. Clients’ PR is usually managed by a team of individuals with a broad range of experience and skills to bring to the mix.
- Knowledge of the media landscape – Agencies are more up to date with trends and the direction the media landscape is heading. They see the big picture. It’s their job.
If you want to know more about whether working with a consultant or an agency is the best fit for your business, read our article Working with a Marketing Consultant v Marketing Agency: What’s the difference?
