“Public relations may be a traditional tactic to create brand awareness, but it still gets the job done,” says Adrian John Ignacio, head journalist of the rising PR agency Baden Bower.
Business analysts often refer to PR as “earned media” because, among other tactics, it includes using pitches or press releases to “earn” mention in a newspaper, magazine and television segment.
For some businesses, producing enough newsworthy content to build a sustained presence in the media is tricky. Some industries simply do not generate the number of massive, newsworthy events required to maintain the attention of the mainstream media regularly.
With the rise of digital technology and social media, many companies are prompted to take their business elsewhere and go for different strategies, such as pay-per-click ads and boosted social media ads. While this is a more controlled strategy, it might not be the best way to reach a niche audience.
How PR Enables Businesses to reach their target market
The most common and straightforward strategy in public relations is the traditional press release disseminated over news wires, even if they remain a hit-and-miss affair.
Analysts reveal that their studies often show consumers’ inclination to pay more attention to articles and reports by reputable journalists than advertisements. The established trust and reputation for fair coverage result in people finding earned media more credible than advertising and other mediums.
“This explains why a single quote in a well-respected publication yields the leads the ads do not. There’s a sort of extension of credibility that happens when brands get published in respected publications. We’ve seen this increase the conversion rate to almost double,” reveals Ignacio.
How to Create an Effective PR Strategy
Ignacio says the most common strategy businesses employ when coming up with PR plans is to write press releases in the hopes they will attract the attention of media outlets.
They maintain a consistent relationship with reporters, editors and publishers in various media outlets to guarantee their chances of getting featured. This in itself is an incredible innovation in publicity.
“Sometimes the most cost-effective way is to connect with a reputable PR agency as they already have established connections with media outlets and strategies in place. What separates Baden Bower from the red ocean of pr firms is our promise of guaranteed editorial publication in the outlets of the clients’ choosing. Any less and we refund,” shares Ignacio.
It’s why so many successful entrepreneurs are finding themselves a PR firm like Baden Bower that can deliver publicity, guaranteed.
Ignacio adds that with a great PR agency, businesses can go from moderate success to hyper-growth within a 90-day period.
