Written by: Adam G. Horlock, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
With a drip in sales, new orders, or struggling to reach your audience, many business owners and entrepreneurs are using 2023 to figure out how to stretch their marketing budgets to reach more with less spending. While most see the value in making those spends, many do not make the best possible use of their marketing dollars.
Have you considered diversifying your marketing mix by investing more in public relations? If yes, then you are on the right track. When social media can feel like a race to acquire new followers and increase engagement, spending some of that budget on public relations work pays off — where higher-quality interactions can be gained with target customers.
PR is often and mistakenly thought of as a costly, one-time endeavor. Additionally, PR may not seem the best fit or a logical part of a marketing strategy. However, with the right strategy, PR can be a long-term and cost-effective way to reach desired goals.
PR Builds Credibility
Social media may be suitable for promoting your brand, but it can also feel like “static noise” to your audience. With so many ads and posts constantly competing for their attention, it can be challenging to stand out. PR can offer a way to break through that clutter by building credibility and trust with your audience. When an article or news segment features your business or organization, it provides a level of authority and legitimacy that social media posts cannot.
PR Has a Longer Shelf Life
Social media posts are often fleeting, with a short lifespan that can limit their reach. In contrast, PR has a longer shelf life that can keep your brand top-of-mind for a more extended period. For example, a positive news article about your company can continue to drive traffic to your website or social media channels for months or even years after publication. This extended exposure can provide a higher ROI than social media posts that are quickly forgotten.
PR Reaches a Wider Audience
Social media can be excellent for reaching your existing audience, but PR can help you reach a broader audience that may not be aware of your brand. By leveraging media outlets, PR can help you expand beyond your existing customer base and connect with new audiences. For example, if your business is featured in a national news segment, it could result in exposure to millions of potential customers who may not have otherwise heard of your company.
PR is More Targeted
While social media can allow you to target specific demographics or interests, PR can offer even more customization. With PR, you can precisely target the journalists or media outlets your ideal customers read or watch. This degree of targeting ensures that your message reaches those most likely interested in your product or service.
PR Offers Better Value
When comparing the cost of social media ads to PR, the latter often comes out ahead. Social media ads can add up quickly, requiring frequent updates and management. In contrast, PR offers a longer lifespan, reaches a broader audience, and can be less costly overall. By investing more in quality public relations work, you can get a higher ROI and a better overall value for your marketing budget.
Final Thoughts
While social media can be a valuable tool for building your brand, there may be better ways to invest your marketing dollars. Quality public relations work can offer a higher ROI with greater credibility, a longer shelf life, a broader audience, and better value. The best strategies will ensure that the messaging remains consistent throughout the journey and offers a dynamic approach to reach target audiences. With creative tactics and insightful strategy, PR can bring significant value over time – even on a smaller budget. By diversifying your marketing mix and investing more in PR, you can reach new audiences, build trust, and grow your business.
If your brand or business is looking for options to incorporate public relations into a marketing strategy, please follow Adam on Twitter, LinkedIn, Instagram, Facebook, and visit his agency’s website: Pinnacle Public RelationsAgency
Adam G. Horlock, Executive Contributor Brainz Magazine
Adam Horlock is the Founder and Principal Strategist of Pinnacle Public Relations Agency, helping brands find and amplify their voice through public relations campaigns, helping develop a public message and find winning strategies to get that message heard. In these efforts, he has made multiple national television appearances, published articles and content on some of the world’s leading business and news platforms, and helped smart brands grow through effective messaging and strategy.
