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.
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 . However, there are a number of measurements that can be used to evaluate the success of your PR activity, including the number of media placements and or press cuttings, the number of media impressions and content analysis. Ultimately, earned (free) media coverage that is positive, aligns with your brand values and reaches your stakeholders has to be a win. Moreover, if you adapt the content of your press releases for use across other marketing channels, such as social media, your website, email marketing, the return on investment is even greater.
So, what does PR in the marketing mix look like?
- Media releases
- Article/content pitches to editors, journalists and bloggers
- Arranging media interviews and appearances at industry events
- Building relationships with the media, industry influencers and stakeholders
- Planning and executing events
- Managing online review sites
- Social media promotion
Successful PR activity results in mentions in relevant industry media, improved SEO, and positive commentary and social shares by stakeholders.
How do you apply Public Relations to your marketing? DIY or hire an agency?
You can take the initiative in your business’ PR by doing it yourself – making those media connections, writing releases and features 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.
- 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.
Please contact us for a free initial consultation on how to implement PR into your marketing plan.