Public Relations (PR) is a powerful tool in your marketing strategy. From increasing brand awareness and managing your reputation to generating enquiries for your products and services, securing coverage in media publications that are read, watched or listened to by your target market can go a long way towards helping your business achieve its growth objectives.
Here are five major benefits of securing PR coverage for your business, including a few that may not have crossed your mind before.
- Increase Brand Awareness
Brand awareness is about much more than consumers simply knowing your company’s name, although that’s also valuable, as we’ll go on to discuss. Securing frequent press coverage in key publications will equip potential customers with an in-depth understanding your brand. This could include your company’s values, the products and services you offer, the expertise of your team and your position in the market. All of these things add up to potential customers trusting your company and being more likely to invest in your products or services.
- Drive Traffic to Your Website
When potential customers are made aware of your brand through PR coverage, they are highly likely to head over to a search engine and search specifically for your company. Rather than competing against your competitors in search results for keywords relating to your products and services, these potential customers have a more direct path to your website in front of them, which means you’re more likely to receive the web traffic and enquiry. What’s more, with online press coverage there is sometimes the opportunity to include a link to your website, which is a great way to drive more traffic to your company’s site.
- Tap into Untapped Potential in Your Industry
Not every potential customer will turn to Google to search for the products or services they need. What’s more, some customers will be aware of the problem they’re facing but unaware of the solution they require, which makes it difficult to proactively search for what they need online. Finding an article that speaks to their needs and presents a product or service that will provide the solution is a powerful way to generate enquiries that you might otherwise miss out on.
- Enhance Your Credibility
Promoting the media coverage your company secures is a great way of enhancing your credibility. It demonstrates that you are experts in your field and respected by the media outlets that your target audience already know and trust. Consider incorporating an ‘as seen in’ banner on your website to showcase the publications your brand has been featured in (subject to the appropriate copyright licences). This is also a good feature to include in pitches, presentations and proposals delivered to potential customers.
- Change the Perception of Your Brand
Public relations is not only about attracting new customers; it can also help to foster your company’s relationship with past and current customers. Perhaps your target market has an outdated conception of your brand? Maybe they don’t know that you’ve introduced new products and services in recent years or that you’ve made innovative changes to the way you work? Securing PR coverage is a great way to get the message out and unlock new opportunities within and outside of your current customer base.
Go Publicity has an excellent track record of securing PR coverage for clients in the following sectors: Facilities Management, Property and Construction, Sustainability, and Wellbeing. Get in touch with us if you would like professional help tapping into the myriad of benefits that public relations has to offer.