Understanding PR: The Unrivaled Power of Earned Media
Understanding PR: The Unrivaled Power of Earned Media
This week I attended Grow Digital. In a room brimming with entrepreneurial minds and small businesses, the message that was coming out loud and clear from these small businesses was in the world of communications, misconceptions around the role of Public Relations (PR) is plentiful and budgets are tight. Some common misconceptions around what PR is include:
- PR guarantees immediate media placements.
- PR ensures features on TV or radio.
- PR offers a paid avenue to reach your target audience.
- PR boosts your website to the "top" of Google search results.
If these are your beliefs about PR, then the below tips may help you understand which route to take in your business. Because in essence, these functions are more closely aligned with advertising than PR.
The Vital Difference: Earned Media Vs Paid Media
The first step towards a better understanding of PR is to differentiate it from advertising. Unveiling this difference helps unravel the confusion common amongst people outside the industry. In doing so, it becomes clear that PR revolves around ‘earned media,’ while advertising focuses on 'paid-for exposure.'
PR might take longer to show results and these results may not be as conspicuous or tangible as those of advertising. But the outcome, if executed correctly, far exceeds the short-term gains of paid advertising.
The Power of Trust: The Unparalleled Advantage of Genuine PR
The real power of PR lies in its capacity to foster trust, an irreplaceable asset in today’s often cynical business environment. Genuine PR — the kind that gives birth to positive reviews, influential recommendations, and compelling word-of-mouth promotions — creates a deep sense of trust amongst your target audience.
In contrast, the trust garnered through paid ads may seem significant but often lacks depth and longevity. Ads may effectively get a product or service in front of the consumer but fail to engender the trust that PR can cultivate organically.
On another note, while it isn't entirely impossible that PR can result in features on certain platforms or enhance your Google rankings, these outcomes are by-products, not the sole purpose of executing PR.
A Business Owner's Perspective
From a business owner's perspective, the choice is clear. While advertising might offer instant gratification and apparent reach, the long-term benefits of a carefully strategised PR approach are immeasurable. The trust it can establish amongst your target audience outshines any form of paid advertising.
In a nutshell, if you are seeking a shortcut to instant coverage hits or trying to buy your way in, PR might not be the answer. But, if you are in it for the long haul, ready to invest time and resources in building meaningful relationships with your audience, then it could be worth an informal chat about PR. Think trust, credibility, and enduring brand value.
PR on a Budget
With limitations on budgets for many small businesses, navigating the PR landscape can seem a daunting task. A new PR subscription service will be launching in January 2024 to aid entrepreneurs on their journey. This comprehensive service will provide users with easy-to-use tools, practical tips, and step-by-step guides to make a start on their own PR projects. Boost your brand's visibility with ease and unlock the true potential of public relations. With this subscription, get access to expert registration, feature case studies, peer support, and stay updated with the latest journalist requests.
You can check out more insights about how the world of PR is evolving, how to amplify your press coverage at https://parmpr.com/news or if you would like to know more about what PR can do for your business contact [email protected].