The PR Guru

February 18, 2011

10 Reasons to use PR, part two

Filed under: Uncategorized — richardswancott @ 6:25 pm
Tags: , , , , ,

A couple of weeks ago we discussed the main reason for using PR to promote your business – namely it helps you spread your marketing investment.

There are plenty of other reasons though! In my opinion the second biggest reason for using public relations is this:

GAIN THIRD PARTY ENDORSEMENTS

This is something we are all looking for in business. Getting another person to recommend you to someone else is the Holy Grail really, especially if the ‘someone else’ is a friend or family member.

That’s because the referrer is putting their reputation on the line by saying you are great at what you do, or your product is fantastic. If the opposite proved to be true, they would have egg on their face and their reputation would take a tiny little hit.

Social media has a big part to play here, and that’s why many businesses are cottoning on to the importance of sites like Facebook for generating word of mouth. If they can persuade other people to do the selling, for example by posting your video on their profile, or liking your business’ page, that’s half the battle and will save them a lot of money in the long run.

PR has a big role here though as well, with one major difference – rather than a person making the endorsement, it’s a newspaper, magazine, website or broadcaster. And for that reason, it carries A LOT of weight.

By having your story in a respected national newspaper, like The Times, or an interview broadcast on the BBC, or a feature in a leading industry magazine, you are gaining the stamp of approval from their editor or producer.

They are saying your story is so interesting, so ground-breaking and so relevant that they had to tell people about it by giving you airtime or space on their pages. They knew their readers, their listeners, their viewers would want to know about it.

And they have plenty to lose if their endorsement comes back to bite them. It’s bad enough to lose face with your family or friends – can you imagine what it would be like if that endorsement cost you sales or ratings? Ultimately it could cost people their jobs, or drive that media title out of existence.

So I would strongly recommend looking at raising your profile through PR – it could give you the best testimonial you’ve ever had.

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2 Comments »

  1. […] It’s connected to the last one, which was about gaining credibility through third party (i.e. media) endorsements. […]

    Pingback by 10 Reasons to Use PR #3 « The PR Guru — February 25, 2011 @ 2:19 pm | Reply

  2. […] they are if you need a recap: 1. Spread your marketing investment 2. Gain third party endorsements 3. Become the industry expert 4. Reach the largest possible […]

    Pingback by 10 Reasons to use PR, #5 « The PR Guru — March 11, 2011 @ 1:18 pm | Reply


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