CREATIVE INDUSTRIES
The power of PR to generate growth and build trust
"If I was down to the last dollar of my marketing budget, I'd spend it on PR!" - Bill Gates By Rebecca Middleton (pictured), Managing Director, Middleton Davies
Think of PR and you probably think of spin-doctors, celebrity parties and some kind of press release. While you may not be entirely wrong, you are far away from the value and power of PR to generate growth and engagement. PR has shifted from promotion to building trust. In a nutshell, it all comes down to reputation. As Brexit bites and consumers
grow even more cautious with their spending, having the credibility and content that supports your business objectives is essential, and ensures reputation is turned into revenue. Customers buy from good companies and stakeholders trust them. But ‘trust’ is a highly emotive subject in today’s connected world and the barriers can be steep. Edelman’s Global Trust Barometer 2019 revealed recently that trust has changed profoundly over the past year, moving away from distant institutions to those companies and employers that are close to their employees and communities. We have seen a shift from global to local. The study also highlighted a growing interest in the news and mainstream media. To leverage the current trends, a
company needs to build its reputation on trust. PR and content marketing can help break down walls and increase engagement and connections, delivering value to you and your customer. Authenticity is the key. Trust -
and the company’s story and values - need to come from the top and filter through every layer of the company. Edelman’s study interestingly also found that employees expect their CEOs to lead change and empower. Thought leadership PR is an effective tool to deliver your messages to all key stakeholders. At a time when some politicians and those in power are distrusted by many, it’s critical that business leaders stand up and be counted, sharing their knowledge, insight and values to build and maintain trust. Content and messages are
stronger when amplified and integrated through an organisation,
and across communication channels. While marketing focuses on your customers, PR works for your customers and all your external and internal stakeholders. A PR practitioner has the technical confidence and strategic capability to navigate today’s challenging business landscape, find opportunities and add real value to an organisation. Social media, online influencers, media campaigns, live events and networks will all be considered. And it’s not a matter of either-or, it’s about finding the right balance, a compelling story and an authentic voice, connecting meaningfully with customers and stakeholders. And if you think that PR and
reputation development is only for the big guns, think again. The tactics employed depends on budget but the strategy and opportunity are the same – whether you’re a local gin maker or a drinks giant.
So what are the golden rules to finding the right PR agency to build trust and growth?
FIVE STEPS TO SUCCESS 1. What’s the goal? Be clear what it is you’re trying to achieve, what success looks like and hone the story you want to tell. Don’t do it for PR sake, do it because you want to make a positive difference and build trust. Make your goal clear and uncomplicated.
2. Two-way conversation with whom? Who do you want to talk to? Define your audiences. Who are your stakeholders and influencers and where do they hang out? Map out who matters to you and why.
3. It starts with everyone When done right, your PR strategy becomes part of the very fabric of your organisation. Every touchpoint and interaction is an opportunity to share your story and build your reputation. And if your customer
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service team is not on message, then your campaign budget has just been wasted.
4. Talk to the experts Don’t go it alone. Done right, PR can unlock value and make a significant impact on your bottom line. Unlock this potential by talking to experts like Middleton Davies which can support you through the process.
5. Evaluate At the end of any campaign, it’s time to review, evaluate, learn the lessons and then focus forward.
FEATURE
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