Business is all about relationships: relationships with your customers, your employees, your manufacturers, your distributors, your influencers and even your competitors. You cultivate and grow these relationships through a wide variety of channels, such as social media, live events, paid advertising, and cold, warm emails. But you don't just have to maintain those existing connections, you also have to reach out and create new ones. Whether it's for expansion, rebranding, building loyalty, or launching a new product or service, consistently building new relationships and building new relationships is key to business growth. And to do that successfully, you need the right tools in your arsenal. This is where public relations (PR) comes in.
Public relations So what exactly is PR? Marketing and advertising are quite simple. They try to introduce you and persuade you to buy something at some point. But PR is not so obvious. Consider it the ultimate relationship builder. Public relations is about establishing and maintaining the relationship between you, your brand, your products and the public. “Public relations in general sells notoriety, reputation and behavioral changes. It's a game changer with one of the highest ROI of any marketing/communication activity. Public relations strengthens the notoriety and sometimes explosive visibility of brands, products and opinion leaders .
Joel Swanson, Director of Messaging and Marketing Communications at United Health Group As the name suggests, public relations establishes a positive reputation with the public, or more specifically, your audience. But unlike traditional advertising, public relations is usually earned or unpaid media attention. You are not paying for a 30 second radio or PPC ad. Public relations professionals use the power of storytelling to draw attention and publicity to you for the good things, and away from you for the bad (damage control). With that in mind, it might be easy to dismiss public relations as nothing more than media relations. You wouldn't be the first person to have this opinion.