Guest blog post by Edwin Deponte
Public relations is one of the most powerful ways you can jump-start sales. And while results still vary from case to case (especially since it’s hard to measure the direct impact of public relations on sales), good and well-placed press releases also have the potential to increase your company’s sales success. Below are a few ways it can do that.
It enhances credibility
Say two hypothetical companies specialize in IT solutions. One provides IT services in Kansas City and uses great public relations and digital marketing tactics to stay visible and relevant online. The other doesn’t have a website, media coverage, or even an eye-catching logo. Which one would you choose? By knowing how to utilize PR, you can enhance your credibility, making people more likely to go with your brand and boosting your company’s sales in the process.
It draws attention
Public relations has an uncanny ability to draw people’s attention. Compared to advertising, though, public relations takes a lot more effort (hence why it’s referred to as “earned media” in the marketing industry). However, many consider the latter to be more effective. For one thing, it takes know-how, persistence, and time to run a PR campaign successfully. Such factors are not only essential in catching the demographic’s attention, but also will prove useful in boosting sales.
It generates interest
Generating interest is also something press releases are good for. Many people believe news stories are more credible than advertisements. Plus, people tend to ignore online commercials, despite many companies regularly bombarding online content consumers with marketing messages (some even noted that an average internet user receives up to 4,000 ads per day). Meanwhile, the combination of a robust press and good stories easily capture people’s interest. Thus, most professional marketers advise that businesses sell good stories instead of products.
It stimulates desire
Another advantage PR offers is its ability to stimulate desire in people. By making people want to buy your product, you’ll not only ensure you increase your business’s sales and profitability, but you’ll also be able to boost your brand’s success and credibility. Plus, successful press releases tend to have a snowball effect; good press always leads to more press, after all. Some PR tips you can use to create desire include focusing on the benefits, solving their problems or fears, and using testimonials and case studies.
It makes people take action
Many frown upon public relations for its inability to generate conversions and make target audiences take action. However, you should understand that PR works best to create awareness and that it has to be utilized in combination with other marketing concepts for it to convert readers into customers and boost sales. There are two ways you can do this: by timing your PR strategies with your advertising campaigns, and by integrating content marketing in your PR game plan.
The takeaway
With attracting and retaining consumers getting more challenging, it can be hard for you to boost sales in your company. By using integrated, media-savvy PR campaigns, however, you would be able to bring all the results and rewards you want for your brand and business.