3 things you can do to guide execs who don't value PR
Professional empathy abound
Does it constantly feel like an uphill battle trying to justify or explain the value of PR to executives?
It’s typically one of these reasons:
PR is a glorified press release machine.
Anyone who works in this industry can attest to the fact it's quite literally NOT this. The strategic communications work we do includes highly focused exercises around researching and understanding a brand's target audiences.
It doesn't impact the bottom line.
Giant FALSE. Although, if an executive expects overnight results, it is a self-fulfilling prophecy that PR efforts will never work. While PR sits on top of or above the funnel, it absolutely impacts a brand & has long-lasting results. As part of owned, earned and social efforts, results can: attract investors, increase customer loyalty, build awareness, introduce a brand, improve reputation and, yes, even increase sales.
“If I'm not in the New York Times, it's not working.”
This is like saying, if I'm not king of the hill I don't want to play. Guess what? PR isn't even valuable if you don't how how to "use" it. A single earned media story will not miraculously determine a brand's success. It's a "long game" (golf analogy), that includes a PORTION dedicated to earned media. And, that earned media strategy includes a very specific strategy around ALL of the verticals your company reaches and where ALL of your potential stakeholders may see you.
Don’t despair. If you’re even talking about PR, you’re in the right mindset.
Here are three things you can do right now to change the narrative:
Brutal fact. Get an outside expert to say the same thing you just said. While it seems counterintuitive, some leaders trust outside consultants to support or supplement internal teams. Hearing it from someone who specializes in something day in and day out may carry more “weight” or be the final straw (in a good way) to making your PR dreams a reality.
Value through owned media. Securing earned media is only half the battle. Say what? Propose owned, social and/or paid media strategy linked to specific business outcomes. Mention in the Wall Street Journal? Amazing, now use that to drive potential customers back to your site where you can retarget them. The credibility of the third-party mention plus amplification know-how have a more direct impact.
Competitor recon. Don’t believe me, look at what our competitors are doing. If you need FOMO to incentivize creating stronger PR opportunities, then go for it. PR leaders perform this exercise regardless and if it helps to lay the groundwork, then you’re already a step ahead. Don’t forget to add to context to what various placements mean, longevity of particular articles and what their SEO and web traffic looks like.
Have tips to share with your peers? Share them as a comment.
Want to schedule a virtual coffee to chat all things PR? Reach out and we’ll schedule.
In service,
Sarah
p.s. Las Vegas hosts ~24,000 conventions (bringing in 6.5 million attendees) every year. Do you work with a company who will be here in 2023 or 2024? Reach out to my team for a on-site support.