7 Ways Public Relations Can Help Your Business and ROI

Well, there is bound to be uncertainties when you don’t fully comprehend what Public Relations can actually do for your business.

So here are 7 ways a Public Relations agency can boost your business growth and set you onto the path of success.

1- Use the trust factor

When a consumer comes across an advertisement, they are constantly aware that the business is trying to sell its products and will use any means necessary. But on the other hand, when they read a positive review of a product in a leading newspaper, then they are likely to accept it. That’s the advantage Public Relations holds – the benefit of third party coverage.

This kind of third-party endorsement gives PR agencies an upper hand to convey stories that are deemed credible by the audience. Using this trust factor, a business can get its message across in a way that gets accepted.

2- Say your Story

When there is no one talking about your business, you risk someone else forming a false identity. And a bad reputation means no business at all.

With an experienced PR agency, you can bring your unique story and build a strong brand identity. With a strong brand image, you can rise above the clutter and make your presence felt.

Continuous engagement, conscious social responsibility, and effective promotions can help build a favorable brand identity and allow you to connect with your audience easily.

3- Achieve more with less

A full-fledged PR campaign can be executed with just a portion of an Advertising budget. PR agencies with their experience know how to garner more results within a limited budget. Also in some cases, the media coverage received for your business may also be free. But this comes with continuous effort in building media relations.

Most small and medium-sized businesses have also noticed a significant increase in brand reputation and customer engagement when they apply public relations to their marketing plan.

4- The Internet effect

Apart from using the traditional media, PR agencies rely upon bloggers, influencers, and social media to promote the business. The internet is the most powerful marketing tool in today’s world. And with promotions happening every second, public relations can really cement your message by bringing in the credibility factor.

Also, when news articles and press releases on your business appear on the search engine, it helps in directing your audience to the website.

5- Build a bankable image

When leading media channels favor you in their news, it helps in projecting your business in good light. It shows that your organization means serious business, is creating waves and is bankable.

This factor can help you gain investors and potential clients.

6- Continuous effort for a long-time result

PR strategies bear fruit long after the campaign is over.

Public Relations aim to build a strong brand image by strengthening relations with the audience, media, and investors. This cultivates goodwill, which can be hugely beneficial in the long run.

7- Most important metric in PR: Branded non-negative search

What is branded non-negative search? It’s any search traffic our company website earns from brand search terms that isn’t negative.

For example, “Adidas” would be a branded non-negative search. The brand name is in the search. Other examples of branded non-negative search would be things like “Adidas shoe reviews” or “Adidas equipment“, individual product brands within a company that are important enough to our audience that they search for them by name.

“Acme Widgets CEO arrested” would be a branded search, but it’s obviously negative. So would “Acme Widgets defective product” or “Acme Widgets returns policy” – these are searches with negative sentiment attached to them, a sign that something’s gone wrong. We should track them and refer them to the respective departments in our company to address. Sources include: 

How to Craft a Public Relations Pitch to drive results: 5 steps public relations formula

Public relations are your secret weapon for increasing your website’s search engine optimization.

Yet, it is the most undervalued tactics by marketing professionals.

There are 2 main reasons why:

1. Many people struggle to write a public relations pitch that stand out in a reporter’s inbox or piques an editor’s interest enough to even reply.

2. And then, most people do not know what to do with the ensuing covering to make it worth their efforts.

But those 2 obstacles can be easily overcome by putting in place a plan to seed and nurture a public relations campaign, and by then maximizing the results.

In helping out many clients, we have come to a formula that works incredibly well to increase SEO results from any public relations campaign.

5 steps public relations formula

1. Begin with your priority keywords.

2. Identify media outlets that rank well for your keywords.

3. Create top quality owned content relating to your keywords.

4. Craft your own pitch, to show your thought leadership.

5. Optimize your articles with anchor text.

Begin with Your Precedence Key Words

Use the keywords that you are focusing on for your company as a starting point to turn them in a statement which can be used as a headline to get a high-level bit of content. Use the Google Keyword Planner or another keyword research tool to make sure your headline reflects a phrase for which people are searching, and will work for the rest of this process.

Once you’ve refined 10 keyword phrases you want to focus your content around, you’re ready to move on to the second step.

Identify Top Media Outlets Covering Your Subject

Using a Google search, look-up your keyword phrases and find which high-traffic websites and media sites your crowd visits.

Those websites are where you need to earn links from to raise your domain name power and to drive qualified visitors to your website.

To prioritize your media outlets, use tools like Moz toolbar to obtain each site’s domain authority.

You will want to focus on obtaining links back to your website from domains with higher authority than yours.

Plan a Content Strategy

Here, the goal is to make sure your earned media ties into your owned content

In order to do so, your content needs to live on your company blog. In our experience, it is best to write two to three blog posts on your primary keyword phrase (like for example: How to build a Media Contact list.)

For each of the blog posts, identify three contributed content ideas to pitch to publications, and three to pitch to blogs.

For each of the identified blogs or media outlets, you will pitch an idea related to one of the topics you included in your content for publication on your company blog.

These are broad topics that correspond to the “media contact” keyword phrase.

Once you’ve completed your media relations outreach, you will have six higher domain websites pointing back to content on your blog.

Craft a Private Pitch

To craft a personal pitch you’ll need to have spent some time building relationships with the reporters or bloggers you want to reach.

You can use any social listening tool to identify the influencers. You’ll want to interact with them on social media and amplify their content.

That way, when you are ready to pitch, your name will be familiar to them.

You’ll also have a much better idea of their beat and preferences.

If you haven’t done this yet, or don’t have time to do this, there are other tools like media match that does the work automatically. You feed the app any topic and it finds the relevant reporters and bloggers according to your query with samples of their writing.

Tip: In crafting your pitch, briefly outline who you are and cite your owned content as examples of your expertise and prior take on the topic. Note that you’ve seen a specific piece of content on a related topic, and would like to pitch them on your topic.

Every day, journalists receive an inbox full of pitches from people they don’t know, on topics they don’t cover. Spending the time to individually craft each pitch—instead of writing a generic pitch and spamming it out to your entire media list—will stand out.

Optimize Your Content

Once you receive coverage for your pitch or publication of your contributed content, you’ll want to include a link back to your website from a relevant anchor text.

By including this link to your site, not only will you begin to see an improvement in your domain authority over time, you now have something concrete to measure.