What PR Does and Doesn't Do

Are you a small business owner, and “your friend told you that you need PR”?

If your answer is yes - you are not alone! This is totally a thing :)

When I first speak with small business owners, this is often one of the first things they say. I get it because people think of PR as a way to get news out about your business.

But - PR is one of MANY ways to get the word out about your business these days.

And honestly, there are times when I talk to prospective clients, and I know that PR is not the best marketing strategy for what they’re looking for. Yes, I refer potential clients to other marketing experts, because I want them to get what they actually need :) #happyclientsaremyjam.

Here’s what PR DOES do:

Drives awareness, credibility, and builds your brand’s reputation.

Here’s what PR DOESN’T NECESSARILY do:

Drives sales.

WOAH - that might sound crazy that I’m saying that. But - get ready for it - writing a press release and “doing PR” don’t typically immediately increase sales.

Why? PR is a long-term marketing strategy. While it’s a super efficient spend vs. other paid advertising options, it takes time to get media to get to know your brand and find the right way to cover you.

How much time? It depends on a lot of factors. But the most important thing about PR is that it’s earned, not paid - meaning, you can’t pay a publication to write an article, the way you can pay for an advertisement in a publication or on social media. 

That’s why it’s important to work with a PR consultant who thinks about your awareness growth plan strategically - and ensure it ladders up to your 1) business goals and 2) communications goals.

Are you thinking about PR but unsure how it will or won’t help meet your business goals? Feel free to drop any thoughts or questions in the comments below. Thanks for reading!