Although the technology has changed quite dramatically since my reluctant days at the fax machine, the process is still pretty much the same and publishers want what’s valuable to their audience. Don’t spam people!
Ideally, a PR program should support the other content marketing initiatives your company is undertaking and the messaging should be consistent, of course, across all platforms. I often recommend a PR program for clients because:
- It demonstrates that your company is a serious enough player in the market to be investing in a PR program.
- It demonstrates that you are newsworthy.
- It gives you an opportunity to develop a presence that is larger than the size of your company might suggest.
- It gives you the chance to showcase your company’s products and the benefits of doing business with you.
- It is a tool for creating greater online excitement about your company.
- It’s a chance for clients and prospects to get to know more about your business and give them an opportunity to like and trust you more.
- It is an important tool for funneling people to members of your sales team where they can have the types of conversations that might lead to a sale.
- News stories about an organization are commonly valued at about three times the price of paid advertisements of comparable size, so it’s a very cost-effective method of getting your message out.
- The results of your online PR efforts are searchable — every time the company name shows up in an article, it becomes one more online entry that someone can find when they search for you.
- It is a powerful way to drive Google search rankings. An article that links back to your site signals to the web crawlers that you are a noteworthy organization.
Online technologies have revolutionized the world of PR and it’s stunning how much more opportunity is out there for businesses that invest in this method of marketing.
If you’d like more information about how my team and I might be able to support your online PR efforts, please get in touch!