Pearscroft Communications
At Pearscroft Communications, we believe the key to effective corporate communication lies in crafting the right message and getting it in front of key decision makers. Whether you need to communicate with the media, your customers, or internal stakeholders, we can help you craft the right message and deliver it in the most effective way possible.
Penned by Christopher Zahn for Pearscroft Communications
Christopher Zahn
Managing Director
christopher@pearscroftcommunications
Public Relations is an often misunderstood industry, sometimes confused with advertising, but there are significant differences between the two which should be thoughtfully considered when deciding which marketing channels to use to promote your business. Broadly speaking, the primary goal of public relations is to build on relationships with various stakeholders to both protect and enhance your brand image. We’ll explore in more detail the true power and benefits of public relations.
Creates third party credibility and trust via the media
We live in a world where consumers and other stakeholders are now more savvy then ever before and the current zeitgeist demands authenticity from brands. Paid efforts like advertising lacks the required authenticity to achieve the resonance that strong brands have. The benefit of communicating a well curated message through the media is that it adds a layer of third party credibility, leading to greater trust in your brand.
Greater ROI than other marketing channels
While historic marketing channels like advertising rely on paid components, an effective public relations campaigns can achieve earned media placement, adding in a valuable layer of trust and credibility achieved through leveraging the media. This third party credibility, coupled with the ability to reach substantially larger audiences than traditional advertising, represents incredible amounts of ROI, especially when factoring in the fact that earned media efforts are often less expensive than advertorial placements.
Bolster against future and potential crises
Businesses with strong and resilient brand equity backed by effective reputation management are better able to weather any crises that may arise, providing them with a better chance of recovering from a public crisis. Conversely, a brand or company who is ill prepared is less able to navigate a crisis and risks incurring negative consequences. The key to true reputational resilience lies in the combination of both ongoing reputation management and effective crisis management.
Attracts potential investors
Aside from the aforementioned third party credibility achieved through the media, the other great advantage of a well executed public relations campaign is the incredible brand awareness it brings. Greater awareness, coupled with a well managed reputation can draw in investors and heighten existing investor confidence. Additionally, for listed companies, a brand message communicated through the media has a direct impact on share price and so corporate reputation must be managed with care.
Social Media Integration
Public relations has a key role to play in social media amplification. Once a company’s messaging has been clearly defined, this should be considered and integrated when crafting any social media copy. Social media can reach niche audiences beyond what traditional media can achieve so communicating on social media platforms goes a long way to preserving brand image and reputation.
Contact [email protected] to discover how the power of public relations can benefit your business.