Wondering how to sell management on public relations?By Lisa Goldsberry
April 30, 2015
Use these tips to educate your company on PR’s true value
You know that your company needs to be more visible and engage more customers in order to increase sales. However, it can be difficult to sell management on public relations as the solution.
Many companies see PR as just something to pull off the shelf when there’s a crisis. This misunderstanding makes it difficult for them to see the true value of PR work. Once you effectively explain all the ways that public relations can help you boost sales and advance your company’s goals, you’ll have an easier time convincing management that it should be an essential part of your strategic plan.
What your company doesn’t know about PR may be costing it money
Some think that advertising is the only way to get your message in front of consumers. However, there are numerous methods of improving your consumer outreach efforts and turning more leads into satisfied customers; it starts with PR.
Did you know that approximately 75 percent of all Internet users are active on social media?
Today, if you don’t have a strong presence on social media, you may as well not exist. Social media is big business, helping companies unlock millions of dollars in sales. It’s also part of what consumers see when they research your company or product online, now that social media posts are appearing in Google search results. Consumers go through several stages of the buyer’s journey before ever talking to a salesperson and what they find about your company online makes a huge difference. You can use PR to help you put a social media policy in place and take advantage of this platform for maximum profitability.
Did you know that consumers find news stories more trustworthy than advertising messages?
Earning positive news coverage is essential for building brand loyalty and increasing your company’s position within your industry. It’s the equivalent of a third-party endorsement for your products and your company. In addition, a positive news article will typically be accessible online for several years, which means it carries more weight than other message delivery methods. With help from PR, your company can learn the right ways to interact with media and create pitches that get results.
Did you know that 40 percent of businesses that face a crisis do not survive it?
Crises can be small, medium or large, but they all have the potential to ruin your reputation and damage your brand. When it comes to crisis communication and management, nothing beats PR expertise. Since these pros understand building relationships with media and communicating with the public, they can help craft targeted messages, train your spokespeople and guide you through the crisis.
Did you know that the right PR firm can make all the difference?
Many in upper management can recount at least one experience where PR did not meet their expectations and, as a result, they can be close-minded about new opportunities for PR assistance. Perhaps the problem was simply poor chemistry or lack of measurable objectives. Whatever the reason, it is vital to convince management to give PR another try – this time with a better-fitting agency. Not giving PR a seat at the decision-making table is the same as shooting yourself in the foot.
At Axia, we will serve as your trusted partner and adviser to deliver the highest possible return on your public relations investment. Contact us today or register for our free 60-Second Impact to learn about the smart, inventive tactics we use to help grow your business.
Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr.
Featured image credit: 123rf.com
Topics: public relations, crisis communications, shared media
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