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November 2, 2020

PR Goes Way Beyond the Press Release

written by

Chrisie Yabu

Director of Public Relations

It’s rare that I have an opportunity to write my own thought leadership piece. I spend a lot of time ghostwriting for CEOs and subject matter experts. So this is my Carrie Bradshaw moment where I get to create my own column about relationships. Or perhaps I’m more nouveau riche than that. I’m Emily in Paris, writing about how one tweet can put an entity on the world’s stage.

Nevertheless, I’m here to talk public relations. What is PR, and what exactly do PR people do? PRSA (Public Relations Society of America) defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” As we all know, bad publicity can make or break a company. Conversely, good PR can also skyrocket an organization’s reputation and ignite transformation.

What is PR?

PR is so much more than a press release, although it's one of many important tools that PR pros use to communicate. Because the results from PR can reach great magnitudes, more and more communications leaders are sitting right at the same table as the C-suite, serving as valuable strategic advisors.

PR Helps Increase Awareness and Growth

According to Demand Gen Report, 66% of B2B marketers use earned media to drive their pipeline. Another survey by Cision and PRWeek indicated that 66% of marketing survey respondents ranked content creation among the three most important activities to garner positive business results. Lastly, 73% of consumers are willing to pay more for products that guarantee total transparency on social media, according to Sprout Social.

Powerful Storytelling

The most powerful and influential communications success is when the synergies of media relations, content and social media can position a brand with a consistent, amplified voice. At the heart of it all is storytelling. At the foundation of good storytelling? Research and insights. All supported by a sound strategy to shape and influence a set of core audiences.

There's no one cookie cutter way to deliver your story and there is no such thing as “free advertising.” You may be interested in how to use media relations as a megaphone to create awareness of your work. You may be curious as to how publicity can help your image. You may have thought about how organizations communicated to their stakeholders at the start of COVID-19. Once you understand your marketing communications goals, public relations and marketing pros can help you identify your plan, strategy, and measurements/KPIs for success.

Incorporating PR into your marketing mix is one of the most effective ways to increase awareness, credibility, business leads, and retention. With trusted PR people assisting you, you’ll have a much higher chance of getting the best return on your marketing budget.

Chrisie Yabu, APR, is the vice president of public relations at KPS3. When she is not scrolling through multiple news feeds, you can find her pursuing her loves of fashion, food, and Japanese pop culture.

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