Stop "Doing" PR
and start to understand its purpose and power.
If you are a startup or corporate leader, your daily life likely consists of hustling, building, and strategizing, all on a copious supply of caffeine and willpower. Your peers have probably advised you that you need PR, but what does that even mean? Let's clear this up right now: you don't "do" PR like you "do" your taxes. PR is not a transaction; it's a strategic function, and understanding the power of PR and what it takes to build and sustain a successful PR program is crucial for your company’s success.
First, let’s draw a line between the role of PR and marketing.
PR vs. Marketing: Not the Same Animal
Think of it this way: marketing is shouting "Buy my stuff!" PR is getting someone else to say, "Hey, that stuff is pretty great."
Marketing is about driving sales. It includes your advertising, social media campaigns, and email blasts. It's direct, targeted, and often paid.
PR is about building relationships and managing your reputation. It's about earning media coverage, building trust with your audience, and shaping the narrative around your brand. It's about credibility, not just clicks.
But know this: Marketing and PR can work together beautifully when you time campaigns, align messaging and support each other in amplifying key messaging to your audiences. Learn more about the difference between PR and marketing.
Now, let’s understand PR's limitations – and its boundless benefits.
What PR Can (and Can't) Do
PR does not magically make your product sell itself. PR is not a substitute for a solid business plan or a great product. But what it can do is powerful:
Build credibility: A positive article in a reputable publication carries more weight than any ad you could buy.
Increase brand awareness: Getting your name out there in relevant media outlets puts you on the map for potential customers, investors, and partners. As a startup, these audiences are equally important as you build reputation and relationships with each.
Manage your reputation: When (not if) a crisis hits, having strong relationships with journalists and a positive public image can be a lifesaver.
So, Do You Need PR or Marketing?
The answer is almost always both. They are two sides of the same coin. Marketing drives sales, while PR builds the foundation of trust and credibility that makes those sales more sustainable. They work best in tandem:
Marketing gets people to your website.
PR makes them trust what they see there.
And both are easier said than done. And it typically takes longer than you might expect.
Getting Started with PR: A Quick Guide for Startups
Okay, you're convinced. But where do you even begin? Here are four quick tips:
Define your key messages: What do you want people to know about your company? What makes you different?
Identify your target audience: Who are you trying to reach? What media do they consume?
Build relationships with journalists and influencers: Don't blast out press releases. Get to know the people who cover your industry. Follow up and stay in touch with those who’ve shown interest.
Start small but be consistent: A few well-placed articles are better than a scattershot approach. Build your PR program methodically, intentionally, and strategically.
Stop "Doing" PR, Start Strategizing
PR isn't a one-off task; it's an ongoing process. It's about building relationships, telling your story, and earning your place in the market. So, ditch the "doing" mentality and start thinking strategically. Your startup's future might depend on it.
Need help crafting a PR strategy that works? Don’t do it alone! That's where a reputable agency or consultant comes in. Read my blog post about best practices in hiring a PR agency or a consultant. Then, contact me today for a free consultation and let's get your story told!
About the Author: Angela Klinske helps leaders establish their rightful presence in the communities they serve. Through effective communications and PR strategy, Angela helps leaders build their brand, presence and authenticity with valued stakeholders. Learn how Mixed Media PR can help you develop solid communications and PR strategy for your business.
