We recently had a PR prospect decide not to move ahead with a PR campaign to promote the opening of its new plant. Their reason? Orders were already pouring in before the plant even opened. Keeping up with demand was their primary focus.
For some companies, PR is just a temporary option. When sales are good, companies often become clouded with the notion that they are fine without a PR plan. Here are five reasons companies with this mindset should reconsider PR.
- Credibility. Does your “do” match your “say”? PR representation is like the third eye that monitors your company’s moves and mouth. PR counsel can be vital when it comes to how your company conducts itself both internally and externally. Often times, employees, media, customers and investors have your company under a microscope. Some are waiting for your company to screw up.
- Content. PR is more than about press releases and media placements. It’s about being your own newsroom and sharing this content (blogs, pictures, videos, posts) through various social media outlets. This keeps your company top-of-mind for consumers and media alike. It’s about positioning you and your company as an industry expert.
- Community. PR is about building community via partnerships, events, sponsorships, charitable giving and memberships. People like to do business with companies that are making a difference and are involved in their communities. Employees feel good about working for these companies.
- Crises. When a crisis hits, this is often the time when companies scramble to secure PR representation for guidance. Consequently, they have to make up for lost time by creating a crisis plan, key messages and bringing their new PR person up to speed on their industries. Much of this should be in place before the crisis hits.
- Creativity. A good PR rep or company will always look for creative ways to get results for your company whether it’s a campaign that generates buzz or creating content that people want to share.