Reputation is arguably the single most important success metric of every business. It doesn’t matter if your business is big or small, if you’re a B2B company or B2C, if you’re selling services or products or where you’re based. At some point, a very significant measure of your success is going to boil down to your reputation. Should customers trust you? Why should they know about you? Do they understand who you are, why you do what you do, what your mission is and why they should care about it? Do they have positive associations when they think of your business? Today’s audiences expect companies to be able to provide and illustrate clear, well-thought out answers to these questions.

Public relations is one of the key management tools to achieving a great reputation and in many cases that begins with letting audiences know who you are. Every company needs to tell the story of their business and a good public relations and content marketing campaign will set the narrative while developing brand identity, building consumer interest, growing consumer trust, driving greater valuations and generating investor interest.

For new brands, public relations is an important tool to driving credibility and establishing industry presence. For established businesses, public relations campaigns can further reach while reformulating the goals and targets of a new product or service. Good PR builds equity and establishes identity. It distinguishes your business from today’s highly saturated marketplace with a clear message as to why anyone should pay attention to what you’re doing, what you’re saying, what you’re selling. When well executed, public relations will help establish your reputation as well as thought leadership and it can reap huge dividends.

PR has become an integral part of brand marketing and it’s no surprise it plays a key role in brand strategy tactics aimed at achieving business-building goals. The tactics of a successful PR campaign may be different from one business to the next, but the benefits of implementing public relations are consistent.

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Here are the top 4 benefits of implementing PR in your marketing strategy:

Generate brand awareness and leads.

A successful PR campaign has the ability to put your brand in front of wide-reaching audiences across social and news media. Plain and simple, great PR can connect your business to coveted audiences, while simultaneously generating leads. It can get your story in front of the people who can benefit from what you are providing, and it can do so in a way that builds authority.

Control your brand image.

Public relations is a powerful tool for image management and protecting your business’s online reputation. Consumers today are demanding more than ever when it comes to transparency on topics like company culture, brand beliefs, processes and more. A good PR strategy will ensure you’re prepared for these kinds of questions and ready to speak to hot button topics that are likely to arise whether you think so or not. A great PR team is always monitoring what’s being said about your brand and ready to answer commentary in real-time.

Establish credibility.

People want to do business with people they trust. Sharing the story of your business in a way that establishes who you are not only builds recognition but establishes credibility and trusted consumer relationships that will result in brand equity. Having a reporter at a third-party media outlet provide a review or accolade for your business is priceless when it comes to building a strong connection with consumers, especially those who may be unfamiliar with you.

 Support your SEO strategy.

An effective PR campaign will secure earned media coverage for your business on popular media outlets, providing backlinks to your website from high authority media outlets. The kind of outlets that won’t provide these kinds of links in other capacities. These kinds of features will boost your online presence and boost you to the top of search results as well. When people google your business, you want them to find great things.

Followers, customers, investors and anyone else who interacts with your business want to hear a good story. They want to know who you are and even more so that they like you – that they should do business with you. It all comes back to your reputation and through that your ability to create meaningful relationships with anyone who interacts with your business. Incorporated with modern day marketing tactics, a great PR strategy helps you do just this while engaging audiences in ways that are memorable, effective and will move the needle.

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