The Power Of PR
Semi-affectionately referred to as the ‘dark arts’ both by people inside and outside of the industry, the ideas about what a PR does vary wildly. Someone once said that ‘to be a PR you should just be able to hold a pen and go out to lunch.’ Bridget Jones didn’t help, nor did Patsy and Edie on Absolutely Fabulous, but here at Rascal, we see this ‘dark art’ for the magic it is.
We know PR gets a bad name and some marketers don’t see the value in adding it to the mix. With public image making up to 63% of your company value, as a brand, you want to reach your audience and persuade them to buy your product; use your service. You can utilise every trick in the marketing playbook to reach your potential customers, but if you don’t include PR in your mix then you are missing a huge opportunity. You must invest in quality PR strategies that nurture a good relationship with your audience. The very meaning of PR is ‘public relations’ – relating to your audience through expertly crafted messages will transform the future of your business. You want to reach your audience with your message. We invest highly in our relationships with journalists – we understand how to be creative with getting your message out there, resulting in a higher ROI for all of our clients.
85% of consumers regularly or occasionally seek trusted expert content—credible, third-party articles and reviews—when considering a purchase.
When PR goes wrong, the results can be devastating, often taking years to rectify. The recent hit to Brewdog is a pristine example. The usual PR big dog suffered a hoppy fall from grace in the public eye this week. Once known for eye-catching stunts and an attitude that challenged the beer industry norms with promises to reinvent the image of craft beers, Brewdog’s image came under fire this week. Letters started emerging online about a ‘toxic’ work culture, which then (due to a poor response from Brewdog) has led to an uproar on Twitter and some pretty humorous user-generated content.
As a brand, you want to gain your audience’s trust and persuade them to buy your product – use your service. You can utilise every trick in the marketing playbook to reach your potential customers: advertising on billboards, TV, SEO, paid marketing, social, direct mail – but this could all be mute if your PR strategy doesn’t meet the mark. (Or you’re publicly accused of hosting a toxic working environment.)
Earned media coverage (good or bad) is widely considered to be three times more believable than advertising; reading the unbiased opinion of a journalist is more influential than reading something a brand has paid to publish. It makes sense. By providing well-crafted media materials, persuading writers to try products first-hand, and meeting all their (many) requirements and deadlines – they, in turn, deliver this invaluable earned media coverage that persuades their readers – your customers – to go out and purchase.
67% of consumers agree an endorsement from an unbiased expert makes them more likely to consider purchasing.
The cost with PR is mostly how much time it takes to create these bespoke media relationships and to become known for providing journalists with what they need. We operate as an extension of your brand, the buffer between you and the media. Look at it like an ongoing relationship, the more time and care that goes into it, the stronger it will be.
69% of consumers like to read product reviews written by trusted experts before making a purchase.
We bridge this gap with our many years of experience in media relations and knowledge of what makes a good story. This kind of unbiased persuasion can only be achieved when the journalist trusts the PR. Believe us – it cannot be bought. The different methods and tactics we can use within PR vary from the traditional – press office management, news releases, media experiences, events and hosting – to the more disruptive and digital savvy, such as newsjacking and link-building.