Public relations is one of the best ways to expose a business to new people and gain a bigger audience. To put it simply, it’s the way that businesses can communicate with people. PR isn’t just for the companies that are undergoing a crisis in the public’s eye, and then have to make their businesses look better.
Having a PR campaign and implementing PR strategies are a big part of any business because public relations is the way that brands can build and grow a branding strategy, and it’s a field that doesn’t only focus on the company’s logo or slogan, but instead, takes the communication and reputation of the company as well.
Furthermore, public relations is one of the main ways that businesses can gain more brand awareness and drive growth. It’s also segmented into three big categories, which include owned, paid, and earned media. All of these are what help businesses establish and build a reputation with the public.
Owned media is all of the content that the company can control. This includes things such as the company’s website and the copy on the website, any blog posts as well as any social media content that the company shares on platforms. Owned media is also what helps businesses improve their overall PR strategies.
Paid media is when businesses pay others that will be displaying the company’s content, and PPC campaigns, as well as social media ads, fall into this category. One of the biggest trends in paid media in the past few years has also been influencer marketing, and all of these things help the business expand into bigger audiences and expand the overall target market.
Finally, earned media is any content that is out of the brand’s control, such as press releases that get picked up by journalists and media outlets, or reviews on third-party websites, or comments by consumers on social media platforms.
However, all of these public relations efforts on the part of any company will mean nothing without keeping track of every single one and proper measurements to see how everything is performing. This is why it’s important to track things such as brand mentions on social media platforms, as well as what people are talking about when they are talking about the company.
Additionally, building backlinks to reputable websites, measuring website traffic, and tracking the new customers are all potential ways to measure the results of a PR strategy, to see whether the tactics that are employed are working or they need to be adjusted to get a better performance out of them.
All of these things are something that a good PR agency can do when working with a brand or corporation, and most of the time, if it’s a small business that doesn’t have the time to invest into all of these outlets and keeping track of each one, it’s best to work with someone that can do it for the company and deliver growth and positive results.