Why PR might be the incorrect resolution on your firm

Many companies have turned to public relations to get their name out there. But is PR the right solution for your company? It couldn’t be.

I often get inquiries from early stage startups and small businesses looking for PR as a strategy to build their clientele. You have usually seen articles on major brands claiming they attribute their success to a publicist who brought them a story in a major magazine.

The challenge is that many of these stories are quotes from executives discussing one of the many facets of their campaigns, and PR was just one of them.

In reality, most companies should focus their limited dollars elsewhere to get the revenue growth they want. Here are some of the areas that should be prioritized.

Search engine optimization

According to HubSpot, 49% of users who search online say they used Google to find a new product, and SEO generates 1000% more traffic than social media. With SEO, a business can make sure it attracts the right users who are likely to buy. Creating unique content for the company’s website that offers value and is search engine optimized will attract customers at a fraction of the cost per lead compared to PR. Businesses will also have more control over where potential customers can find them on Google.

Related: 7 reasons why SEO is important for every startup

Digital advertising

For products, retargeting digital advertising is a great way to get results. There are several types of conversion-based ads that enable businesses to target individuals based on their demographics, online search habits, and purchase intent. With retargeting, advertisers can continue to make an impression on these buyers by tracking them online and serving their ads on media such as social media, search, apps, news, and magazines.

Related: 5 digital advertising tips you need to know

Content Marketing

When potential customers are not in the process of purchasing a product, they may still be interested in learning more about related topics. Creating these articles can help your brand develop a relationship with your target customers and then build the necessary trust they need to make a purchase. Content marketing is more than a solution to assisting Search Engine Optimization (SEO) in your business: it can be used to implement a customer-centric revenue model by sharing quality information that your prospects will want to read. Finally, it offers additional stories to post on social media channels that can be sponsored to help reach more people.

These three areas of marketing should be the basic priority before embarking on PR, a long-term strategy that adds value to the credibility and trust part of your sales cycle.

Related: 7 Content Marketing Tips For New Business Owners

When are you ready for PR?

To be clear, PR is expensive. It is because it is extremely time consuming, strategic, and based on relationships that take years to maintain. You pay high-ranking publicists and their team to make connections that they hope will lead to your company name being featured on the news, radio, magazine, or podcast. PR is not guaranteed and it usually takes months to achieve features, which is why it is really difficult for small businesses to stay on track as a lot often depends on the results.

Still, there are some professions that should incorporate PR into their marketing at least for short-term campaigns throughout the year.

B2B services and consulting companies are the first candidates for PR as the credibility gained from being in the press helps close deals. For these companies, short-term campaigns can be helpful, but it is valuable to have an ongoing bond and meet monthly to come up with ideas and share your latest news with your publicist to take advantage of upcoming trends and breaking events. Publicists can also help find and apply for awards in order to maintain award-winning status.

Ultimately, the decision to incorporate PR into your strategy largely depends on your budget, business model, and the sales process you use for clients.