PR is a strategic tool; like a Swiss army knife, it has many instruments to serve a purpose. However, if PR efforts are not aligned with overall business goals its effects will be dulled. PR lays down the foundation for sales to thrive, so PR and sales must work hand in hand. By building brand awareness, establishing credibility and showcasing expertise, effective PR can help do the job of the salesman before they arrive, convincing the customer through an understanding of your products and your brand’s reputation.
Building this reputation requires you to craft messages that highlight your unique value and display your expertise and culture, while resonating with the audience you’re trying to reach. So firstly, it is vital you identify your business objectives and define them clearly. Are you looking to expand into new markets? Launch a new product? Are you a premium brand? Do you have a sustainability focus? What’s your unique value? These are questions you should be answering before you utilise PR, as if you cannot find the answers tp these questions your customers will have no chance – and confusion will not lead to sales.
Next, you must understand how these internal messages resonate externally – how does your intended audience respond to the key aspects of your brand and what you are trying to highlight?
Controlling these two forces is critical in getting your key messaging right. Once you have these messages, they should be consistent across all media channels and align with your sales pitch. Therefore, whenever the customer sees your brand, they immediately recall the factors that make you unique and want to buy.
One of the most effective ways PR can support your sales strategy is by positioning your company as an industry leader. Share your insights on industry trends, comment on relevant news and showcase successful projects using thought leadership articles and content creation. Digital platforms may be the first point of contact with your customers, so it is vital that you are regularly releasing content. This will not only benefit your SEO but also provide valuable content for your sales team to use when attracting new business. As mentioned previously, ensure your key values are echoed in any content produced.
It is also important to measure the impact of various PR channels. Tracking metrics such as media mentions and website traffic will help you understand which mediums generate the most activity.
By aligning your PR efforts with your business objectives, you create a powerful synergy that can drive growth and success. Strategic PR can be the foundation for sales success and a great tool in changing minds about your products.