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Thought leadership is vital for startups who want to stand out, regardless of whether they operate in the B2B or B2C space. Public relations plays a crucial role in establishing oneself as a thought leader, but founders often underestimate its value because of the widespread misbelief that it serves the same purpose as advertising and marketing. Not only is that line of thinking fundamentally untrue, but it also leads startups to inadvertently place limitations on their success.
In this article, we are taking a moment to clear up the misconceptions around the ROI of PR and shed light on the unique benefits it offers.
PR Vs Advertising: What’s the difference?
Advertising excels at driving immediate transactional outcomes with obvious metrics and KPIs such as click-through rates and conversions. PR, on the other hand, is a longer-term strategy. The goal is not to create an immediate boost in sales, it goes far beyond transactional outcomes. Although its success isn’t measured in the same way as an advertising campaign, that doesn’t negate its value.
For example, with a well-executed PR strategy, startups can build lasting relationships with key stakeholders, including customers, investors and the media. It empowers brands to establish a loyal customer base, attract funding opportunities, forge strategic partnerships and maintain a positive reputation in a way that isn’t possible with advertising.
Furthermore, earned media placements can serve as third-party validation that enhances your credibility as well to generate organic engagement and brand advocacy, ultimately amplifying your startup’s impact.
Understanding the process
It’s important to recognize that PR campaigns require time, excellent storytelling capabilities and consistent effort to yield results. It isn’t as simple as calling up the New York Times and booking an interview, especially if you don’t already have an established brand and widespread name recognition.
Keep in mind that the world of earned media is complex, making it important to have experts on your side who understand its intricacies and can help guide you.
While the impact of PR may not be instant, the cumulative effect of sustained efforts over time is invaluable for shaping public perception, establishing positive brand sentiment, and driving long-term business growth. Patience, persistence, a strategic approach and expert support are key to achieving success with PR campaigns.
Want to know more about the value of PR?
Join us for a deeper dive during our free upcoming webinar “Uncovering the ROI of PR: A startup’s guide to the value of public relations” on July 26 at 11 a.m. PST. Click here to register!
You can also reach out to our experts anytime by emailing email@example.com
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