Benefits + Return on Investment of Public Relations

In the world of communications, PR seems to be the most allusive. Oftentimes, public relations is confused with marketing and advertising, making it difficult to understand the benefits of PR and if your brand or business should be using it. 

At Choice, we believe that PR is essential, and the benefits of a good PR strategy are immeasurable. When we see big companies spend thousands – even tens of thousands of dollars a month on PR – we aren’t shocked. We know they are doing something that no other communications strategy is capable of. 

Here are a few of the top benefits of PR:

• PR maintains a cohesive and consistent brand image – Who doesn’t want their brand to be easily recognized and remembered? Maintaining a strong brand image keeps your audience engaged and increases brand recognition. 

• PR strategically increases exposure to current and new audiences – A main goal of PR is to position a brand in the spaces their current and potential audiences are attentive and engaged. 

• PR builds a loyal following that is authentic and organic – You can pay to play all day, but we all know how paid opportunities and marketing efforts can feel pushy and overbearing (Hello, unsolicited pop-up ads). PR enables an audience to build an authentic and natural relationship with a business or brand. 

• PR contributes to your credibility and authority in your respected space – Being recognized by the right media proves to your audience that you are trustworthy and legitimate. This type of coverage increases your credibility as a thought or industry leader. 

Let’s apply these benefits to a hypothetical scenario. Imagine you just earned an amazing feature in [insert your dream media outlet, talk show, podcast, etc.]. In just a matter of moments, you were introduced to new demographics, established yourself as a thought or industry leader in your respected space and increased your credibility. On top of all that, you captured the attention of additional media outlets and positioned yourself in front of brands or businesses who are now more inclined to partner with you. 

That sounds great, but is it worth my money? 

At Choice, we know you are a smart and savvy business owner who wants to make the right decision for your brand and your budget. One important thing to remember is that PR is relationship-oriented. Just as you have taken ample time to build your most trusted relationships, an effective PR strategy does the same. 

PR is not just about the numbers. It’s about strategically building relationships and expanding your network in order to be in the places where your current and untapped audiences are attentive and engaged. PR is about quality over quantity because one press opportunity in the right space is better than ten press opportunities in the wrong one. PR connects you to contacts and presents opportunities that advertising and marketing simply cannot do.