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PR: It isn’t just for crises anymore

By Lisa Goldsberry

16645293_s4 ways to use PR proactively for increased profitability

When you want to communicate better with your customers, build relationships, solve problems, boost credibility and influence buyer decisions, who do you call? You may be surprised to learn that the answer is a public relations firm.

If you only use public relations when there is a crisis, then your business could be in trouble. Even worse, you are falling behind your competitors who do use PR to its full advantage. It’s in your best interest to learn more about this important field and how it can deliver results.

What else can PR do for you?

1. Position your company for positive news coverage. Do you ever wonder why some companies and CEOs seem to always be on the news sharing expertise and telling their stories? It’s not luck; it’s good PR. Public relations professionals understand what journalists want and know how to best position their client to be the one who provides the solution.

2. Tell your story. You probably know the history behind the Ford Motor Company and Disney or what drives people like Richard Branson or Larry Page. One of the biggest reasons why these are all household names is because of the work of PR. These days, consumers are constantly soaking up information; however, you can’t just bombard them with it. It must be compelling, visual and delivered at the right times and on the appropriate platforms. Those skilled in PR are expert storytellers and can help you develop the best content for each buyer persona and key stakeholder.

3. Manage your online reputation. What do prospects see when they Google the name of your company or CEO? Do negative news stories from the past or less-than-favorable reviews keep popping up first in searches? Customers want to feel good about the companies they do business with and information like this could send them straight to your competition. A positive online reputation doesn’t just happen; it’s made, by public relations. The right PR agency can help you take control of your online image and change the direction of the conversation.

4. Put your best face forward. We all watched (and cringed) as big pharma CEO Martin Shkreli looked greedy and pompous while explaining why his company was raising the price of a life-saving drug by 5,000 percent. Why would a CEO behave so badly? It’s likely that he didn’t have (or listen to) PR expertise. When the microphones are on and your company is in the spotlight for good or bad news, anything can happen and you must be prepared. What you say, what you do and even your body language will reflect on your company as a whole. A PR firm can give you spokesperson training and get you ready for prime time.

Even if you have the best product in the world, it means nothing if customers don’t know or trust your company enough to make a purchase. A good PR agency can help you make the connections and build the relationships you need to engage customers and enhance your brand.

Axia Public Relations can help you grow your business with creative campaigns and content management plans designed to work alongside your overall strategic goals. Oh, and we also do crisis management. Contact Axia today or download our e-book Managing Public Relations in a Crisis to learn more.

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Lisa-G-Color-SMLisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked with Axia since December 2013. Connect with Axia Public Relations on Twitter at @axiapr.







Featured image credit: 123rf.com



Topics: public relations, crisis communications, online reputation management

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