Why is PR Important: 15 Reasons

PR is a practice that every business needs to prosper and establish itself as a leader in its industry. But why is it important, and how does public relations contribute to a brand’s success?

The most important aspect of PR is trust. It helps brands to build trust within their community - using methods and strategies that develop and spread their values, ideas, and innovations. We’ll discuss 15 reasons why PR is important.

published: March 23, 2022
updated: May 24, 2024
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Why is PR important: 15 reasons

1

Reputation management

There are several different ways in which PR grows and nurtures reputations. Crisis communication is a popular example. However, image and reputation management is a long-term process and not something that can be achieved with a one-off campaign.

It needs to be constantly monitored and maintained to solidify its credibility. The longer a reputation (bad or good) has been maintained, the stronger the impact on the target audience. That’s why PR’s importance comes in a prolonged process of reputation management , where each achievement and event revolving around a brand is crafted to help the brand’s image. It also helps in crisis management.

Note: In PR, brand sentiment indicates if an audience thinks positively or negatively about your brands reputation.

2

Communicating brand values and key messages

Public relations is strongly oriented toward communicating brand values. After all, it is implemented with the notion of creating value. PR is also about creating shared meaning through connecting with those who share the same values as the person/brand/company.

PR steps in to identify these values. What a company supports and believes in is important, but it’s also important to have a clear idea of that. Then, these values are openly discussed and constantly incorporated into the brand itself. Eventually, the brand will be associated with these values, and the target audience will be able to relate to the things it supports as well.

The real value of PR is its propensity to share key messages with target audiences. PR excels at delivering timely, relevant information to stakeholders to influence their opinions or attitudes and foster genuine engagement. Key messages are strategically thought out and delivered via the optimal mediums. The angle you take, the timing, and message quality are all key to successful positioning.

Every individual has a story. And so does every company.

Stories are powerful ways to relate to people, engage their natural interest and sell your company in the best possible light.

It just so happens that PR professionals are experts in storytelling.

There is a lot to think about

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3

Compliments marketing activities

PR demands attention from the public. How? By supplying the market with value-adding information. PR communication materials are created to support holistic marketing activities by supplying educational, inspirational, and compelling content.

That way, in addition to the marketing activities, which mainly aim at increasing sales and promoting the product or service, PR teams will provide additional information about the brand, and how it relates to the product/service. This will contextualize it.

4

Enhances online activities

For many, especially startups and early-stage businesses, brand awareness is a top priority. Public relations enhances your brand's visibility (and viability) through numerous tactics. Publicity gained in the form of earned media boosts your credibility in the eyes of your target audience, placing you firmly at the top of their mind. This increases the chances of your news being shared, reaching new audiences, and breaking into markets, all of which impact business growth rather nicely.

Also, the benefit is that digital content lives longer, meaning that online articles can generate continuous exposure.

It is also possible to get backlinks from other online sources (blogs, news articles, reviews, etc.) for your own website.

5

Building media relations

Like it or not, in PR, media relations is an essential tool in your communications arsenal. Not only can valuable media connections help build brand awareness, but it also aids in increasing credibility and managing reputations. The media acts as the middleman between a company and its audience. This is why PR managers aim to get positive, quality coverage (earned media) for their clients. This is why healthy media relations are important in PR - to assist in the process of getting valuable news to target audiences.

Trends come and go, but the need to maintain media relationships remains. However, the relationship is far from one-sided. Tech journalists are always on the lookout for a great story, and thats is where PR comes in. A seasoned PR pro can craft engaging brand content that captures the attention of journalists and forces them to write about you. Over time, these relationships can be harnessed so that a reliable journalist is only an email away, and you can provide the news 'first ' to them over others.

The right media coverage will showcase your achievements, contributions to the industry, and the firm's USPs, not to mention put you in front of bigger audiences who may be interested in hearing about your offering.

These go a long way toward shifting public perceptions and generating the interest of investors or partners.

6

Third-party validation

Consumers need a buy-in before they buy in (which figures). This is helped by a strong business reputation.

PR is undoubtedly the best way to build a reputation.

It does this by a careful balance of sharing and promoting company news and products, adding to industry debates, and positioning a firm as a knowledge base within the industry sector.

While a firm can repeat its merits over and over, it is someone else repeating or sharing it that will have the most impact. Third parties talking about you (without being prompted or paid to) is the ultimate validation and 'company review.'

7

To attract talent

Your company can attract and retain top talent with effective PR. It's no secret that strong employee branding can help a company acquire what it needs most - the talent to carry out its mission statement.

You only get one shot at a first impression. When potential employees check out your company (the website, LinkedIn, Glassdoor reviews etc) their first impression will be on what they see. A polished image and demonstrable values will make you an attractive option for a potential employee weighing up your firm over others. Additionally, an internal communications strategy can perfectly display company successes, as well as your socially conscious efforts to better the world, a winning work culture, and any other great benefits.

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8

Managing stakeholder relations

Investment and funding are crucial for companies that want to grow, fund new ventures, or expand into new markets. PR can shape narratives around a company that portray it as on the up and as a pioneer in the game, thus attracting different types of investors who may be impressed by what they see and want a piece of the pie.

PR can help produce marketing materials and present financial information in a digestible way that showcases the financial stability of your firm and communicates to would-be investors just why they should part with their money for you (for now, at least).

PR can also lead to forming strategic partnerships between firms, sometimes expanding into areas not directly linked to the firm's area of expertise. For example, through social media campaigns and well-timed press releases, an eco-friendly fashion firm can catch the eye of a logistics firm and partner with it to promote its sustainability credentials. These partnerships make the most out of both organization's audiences, extending their audience reach.

9

Building rapport with journalists

In public relations, building a strong rapport with journalists is crucial for effective media engagement. One strategic way to cultivate this relationship is by positioning oneself as a valuable resource. This involves providing journalists with insights, data, or exclusive access that they cannot obtain elsewhere.

Offering exclusive information does more than just pique a journalist's interest; it establishes the PR professional or the organization they represent as a go-to source for reliable and unique content.

This could include giving journalists the first look at groundbreaking research, advanced access to product releases, or interviews with key executives.

When journalists know they can turn to you for unique insights and significant stories, it fosters a relationship based on trust and mutual benefit.

This approach not only enhances the visibility and credibility of your organization but also helps journalists produce richer, more informed stories. Over time, maintaining this level of engagement and delivering consistent value can lead to more frequent and favorable coverage, reinforcing the relationship and benefiting both parties involved.

10

The ROI

The economic advantages of PR aren’t mentioned as often, but they exist. For large corporations, this isn’t even a topic, but for startup and scaleup businesses that struggle to put themselves out there, it can make all the difference.

Since up-and-coming companies are on a tight budget, marketing is much more difficult to achieve. Here, PR steps in to create a name for the brand in a cost-efficient way. A strong reputation built up over time through the power of PR is invaluable to its longevity. As such, its hard to quantify the value on ROI.

The takeaway from PR campaigns are long-lasting and will impact the target audience in relation to the company’s image. In the long run, this will open the door for small and medium businesses to establish themselves in their industry.

11

Social media management

Although marketing teams often target social media platforms for a larger reach, their approach is not the best for that type of platform. Social media platforms are meant for more back-and-forth communication with a target audience instead of simply exposing a product to a large number of people.

PR strategies include a method of community building that allows the target audience on social media to react and reply, thus engaging in back-and-forth engagement. This is a much more impactful way of reaching your audience. And PR people are arguably the most equipped to do this.

PRLab enhances our clients' social PR strategies by developing thought leadership content specifically tailored for platforms like LinkedIn. This approach not only boosts the brand's presence but also plays a pivotal role in building meaningful business connections. By crafting insightful and engaging content that resonates with industry leaders and professionals, PRLab positions clients as authoritative voices in their respective fields. This strategic content creation fosters a dynamic interaction with the audience, encouraging professional dialogue and connection, which are critical for expanding business networks and enhancing professional relationships. The result is not just an enhanced brand presence but also a solid foundation for establishing and nurturing key business connections that can lead to future opportunities.

12

Loyalty and trust

All these activities build two essential elements to a brand’s success: loyalty and trust. Your followers establish trust in your brand due to the consistent delivery of values, ideas, and innovation. This trust strengthens the overall value of your product or service. A community that trusts your brand and what it stands for will also trust what you have to offer.

Loyalty, on the other hand, is built as a result of the strong engagement methods that PR teams exercise. With a two-way communication strategy, communities feel heard and considered. Crisis communication, considering your audience’s requests and needs, and adapting to your customer’s expectations are all features that, when consistent, build loyalty for your brand. This is so because PR teams' frequent response rates secure the notion that your brand is loyal to its community, and thus, loyalty will be given back.

The ultimate goal of public relations is to establish your entity as credible and trustworthy among relevant stakeholders. This forms the basis of long-term success. Through delivering on promises, sharing valuable content, and sticking to its core principles, a brand can cultivate a steady foundation of trust thats long-lasting and mutually beneficial to multiple parties.

13

Thought leadership

Thought leadership is one of the most unique features that PR professionals can contribute with. The public relations industry mainly develops a brand’s image by establishing thought leaders. Whether that’s the founder, the CEO, or another important figure, that person will become the name and face of the company.

By bringing in new and innovative ideas, helping the industry itself, and giving speeches, that person’s reputation is built in relation to the brand. Their ideas are associated with the brand, and thus, the brand’s reputation grows as well. PR makes sure that thought leaders are presented in the best light possible in order to bring a human feature to the company.

14

SEO performance

With the significant growth of digital PR, a company’s success is largely dependent on digital PR campaigns. They have a global reach (people across the world connecting online) and can expose content on multiple platforms and in multiple shapes and forms (vlogs, podcast, social media, etc.).

SEO becomes a core feature of the PR industry, as the basics of SEO are as important as the content your PR experts will create. It is important to have the right content piece, but it is also crucial that the piece reaches as many people as possible. SEO performance depends on search engines and keywords. Crafting your content in a search engine-friendly manner will ensure that the largest audience will actually see your brand and its content.

Thus, the chances of building a larger community faster, gaining loyalty more easily, and strengthening trust are increased.

15

Brands remain relevant through PR

The PR industry is good at changing with consumer needs, and that's how it helps companies stay relevant. PR can work with brands to pivot in the right direction. One such way is by navigating companies' through the public's change in attitudes toward sustainability and the environment.

An essential component of effective PR is news monitoring, which ensures that brands stay informed about global events and their influence on the media landscape. By continuously monitoring news and trends, PR professionals can anticipate changes in public opinion and media coverage, allowing them to strategically align their communication efforts. This proactive approach is crucial in adapting to shifts in consumer attitudes, such as the increasing focus on sustainability and environmental issues. Through diligent news monitoring, PR teams can help brands respond promptly and appropriately to global events, maintaining relevance and demonstrating responsiveness to emerging concerns in the public eye. This not only helps in safeguarding the brand's image but also in capitalizing on opportunities to lead conversations on critical topics.

Conclusion

Hopefully this helped you to gain a better understanding of why PR is important and how businesses can leverage the abilities of public relations to build a solid market position - based on trust and a healthy reputation.

It is more important than ever to have a high-quality PR campaign. This will make you stand out from the competitors in your industry and dazzle your target audience with innovative ideas, firm beliefs, and a foundation built on trust and loyalty that goes both ways. A company can be much more than just a company. That is why PR is important, as it can distinguish between a mere company and a brand that connects with its audience.

PR makes that happen by establishing communication channels, providing and releasing positive content, ensuring the content reaches the target audience, and reassuring them of your brand’s values. A company will go a long way with PR as its backbone.

March 23, 2022
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