A strong public relations (PR) plan can be an important piece to a company’s overall marketing plan. However, many companies lose sight of PR planning and initiatives, amidst the many other day-to-day activities that come up, because a comprehensive and proactive public relations plan can be a time-consuming process.
Why is public relations so important? I’ve put together a list of the top five reasons.
When you execute a thorough PR plan, you will:
- Create and gather important intel for your company. When spearheading a PR plan for your company, you will inevitably be doing a great deal of research. And, in doing so, you will uncover and organize a lot of valuable information about the company’s goals and objectives, key messages and effective media outlets and industry organizations that can be tapped into.
- Empower your company and employees to be experts. Once the intel is created and gathered, you can then show off your employees as experts in your market space. Your research can uncover opportunities for them to be featured in written editorial opportunities, industry speaking engagements, news and radio interviews, social media campaigns, sponsorships, webinars, blogging opportunities and anything else that comes up.
- Create content that can be used and reused, time and again. Good publicity almost always makes for additional marketing materials. You can take one printed article and transform it into a branded PDF, post it on your website, summarize and link to it on your blog, e-newsletter and social media, as well as print it and share it in new business meetings along with other pieces of your company’s printed collateral.
- Promote inexpensive and unbiased professional messages to be shared about your company. Through public relations, your messages typically end up being broadcast through the mouth of an unbiased, third-party outlet. This makes what they’re saying about you a bit more trustworthy than if you were saying it yourself or paying for advertisements. And, by pitching and creating relationships with key media and industry personnel, the publicity that you get through these trusted outlets can be completely free-of-charge.
- Prepare your company for crisis. Last but not least, by implementing a thorough PR plan, you’ll include a crisis communication component that will equip your company with the tools and key messages they need to respond quickly and accurately if a potentially damaging story breaks. These stories could include natural disasters, technical problems, human error, and executive wrongdoing/legal problems.
Don’t think you have the time to create and execute a public relations plan for your company? Click here to read more about our Cleveland public relations services, or call 440-449-6800 for more information.