Over the years of being in public relations, I’ve seen all sorts of corporate motivations for enlisting PR and marketing help.
Here are a few:
This one is pretty obvious. It stands to reason that a company with a service or commodity is going to want to raise awareness of their offering, in order to drive sales.
You can have the greatest invention in the world, but if you don’t market it, all that R&D, or the love and emotional energy you’ve ploughed into it, is simply sitting there as an untapped money-maker.
It’s amazing how overlooked this aspect can be.
These days, we don’t sit in a job for 25 years. We shop around. We choose to work with good brands and good people.
By engaging PR tactics, we can ensure the better potential pool of staff see us as attractive.
Acts of PR and marketing can do no end of good to raise morale among staff and remind them they’re part of a great organisation.
Simply seeing their company in on or offline media – & specifically themselves from time to time – can be a huge boost and reduce staff turnover.
When there’s plenty of direct competition out there in your sector, sometimes it’s a great thing to ensure your competitors see you being vocal about what you do and how successfully you do it.
There’s little point in hiding your light under a bushel.
As business owners near the point of considering retirement or their next chapter, they often start debating a succession plan.
It’s at this stage – particularly if you’re looking to sell the company – that a catalogue of good PR plays a part in how you’re perceived in the trade…which can massively influence your potential sale price.
Any significant phase in a business story can lead to the company recognising a need for PR and marketing.
This might be at the starting-out phase of a business, when new custom is required.
Equally, it might be after a significant number of years of trading, where a business is looking to reposition itself, perhaps rebrand, or just target other customers.
Crisis PR, or crisis comms, is the bit that all companies wish they wouldn’t ever have to face.
But it happens.
Sometimes, PR engagement comes because a business knows they’re going to hit the press and they want it well managed…or they’re already in the thick of it.
Initiating PR at this stage is still worthwhile. Far better that than sticking your fingers in your ears.
There are now more social enterprises or charities than ever.
It stands to reason then, that the competition to attract charitable contributions is higher.
PR can assist those looking for funds – be that through major longer term investment or smaller donations.
In certain fields, you may have the opportunity to become something of a voice of authority on subject matter.
Some individuals or businesses recognise that by gaining more profile, they can position themselves in a manner that PR will forever come knocking at the door.
Think about travel – you’ll immediately recognise the name Simon Calder; likewise Martin Lewis on money issues or Jo Frost on parenting.
Ok, so I had to feature it somewhere, but it’s true.
Some people do just want to see their name and their brand in neon lights.
Who are we to argue….?