Recently, I had the opportunity to participate in the “All Things Marketing Summit,” courtesy of the Opelika Chamber of Commerce in Alabama, with a keynote discussion focused on ”Why PR is More Than Publicity.” To say I was excited to share my perspective on this topic to a room full of business professionals from the area is an understatement.

I love talking about PR. After all, I focused my first book, “You Need PR” on this very subject. I am extremely passionate about the business and when I have the opportunity to share why this is one of the tools companies need to implement in order to create the long-lasting connections needed for success, I am up for the task. To understand why PR is important for success, it’s important to first understand what it is exactly. Public Relations is a strategic communication process that involves building and maintaining mutually beneficial relationships between an organization and its stakeholders, such as customers, employees, investors, media, and the public.

The goal is to promote a positive image of an organization and its products or services, enhance its reputation, establish thought leadership within the industry, and effectively manage any potential issues or crises that may arise. In essence, PR executives are the liaisons companies need on their team. At JMG PR, we pride ourselves on being an extension to our client’s organization. Having us by their side allows our clients to focus on their business while we assist them with achieving their goals and of course, sharing their wins.

Perception is a part of a company’s success.. How are they viewed by others? The way in which people perceive a business or an organization has a huge effect on their overall success and PR plays a role in helping to shape what that looks like. When discussing communication strategies, it’s essential to distinguish between PR and publicity. While the two are often used interchangeably, they have distinct meanings.

When we talk about PR, we are referring to strategic communication processes aimed to build and maintain positive relationships between an organization and the public. That includes creating and distributing information aligned with an organization's objectives and values.

Publicity on the other hand is a subject of PR that involves generating media coverage and attention for an organization or an individual. Essentially, it’s the act of getting people (i.e. media, news outlets) to talk about a person, product, or service in a positive way. Garnering publicity for clients is achieved through various channels, including earned media coverage, social media, product placements, and endorsements.

While the focus of PR is perception, publicity focuses on generating positive public attention. PR includes a broader strategy comprising various communication activities (including publicity), while publicity is a specific strategy to generate media buzz.

When we talk about strategy, it’s important to understand the “why.” Having a well-designed and executed strategic plan is crucial for the success of an organization and it must be aligned with the company’s goals, values, and image in order to be successful. We like to think of this as the roadmap. In order to get to our destination, we must first lay down the framework for our messaging. This allows for the opportunity to build and maintain a positive relationship between the company and all that surrounds them.

A strong message is critical, and in order to be effective, it must resonate with its intended audience. That’s why it’s important to understand both the audience you’re speaking to as well as your organization’s purpose. Understanding the purpose is the foundation for all of the communication and messaging PR executives create which is often done during the initial ramp-up phase.

Once the key components are established, it’s time to hone in on the messaging, choose the right channels in which to share that messaging, and identify influencers who can help spread the communication and increase engagement. By employing these strategies, a strong brand identity is established, which for any business looking to set themselves apart in a crowded marketplace and build long-term relationships is crucial.

An excellent way for anyone to differentiate themselves from competitors is by developing and implementing strategies that position themselves as an authority in their industry. Sharing expertise can take many forms, including writing articles, blogs, participating in interviews, webinars, podcasts, speaking at industry conferences, and engaging on social media.

The key is to provide valuable and insightful content that is relevant to the target audience and demonstrates a deep understanding of the given field.

Establishing thought leadership helps differentiate from competitors, build trust and credibility with an audience, and potentially attract new opportunities within the media landscape. It is another tactic implemented into a strong PR strategy which can help elevate an organization. One of the many important traits to look for in a PR team is the ability to help both establish you as a thought leader and solidify your position as one within your niche. Garnering media interviews and placing you at the top of reporters minds to lend expert advice is one piece of the puzzle.

Social media also plays a vital role in establishing the essential trust and following required on various social platforms. This ensures that when you showcase your expertise, it effectively reaches a large audience. These days you’ll often find PR and social working hand in hand to achieve these goals together.

For any organization, regardless of size, implementing PR is crucial in order to achieve success. It serves as a strategic tool that helps effectively manage reputation, build strong relationships, and ultimately achieve a company’s business objectives. One of the fundamental reasons I tell potential clients PR is essential is its ability to shape public perception. By crafting compelling narratives and disseminating them through various channels, we are able to influence how a company is perceived by its target audience. This positive image can have a direct impact on customer loyalty, attracting new clients, and differentiating the business from its competitors.

In today's digital age, where information spreads rapidly and opinions are formed within seconds, PR also plays a pivotal role in managing online reputation. Through proactive monitoring and strategic online communication, businesses can protect their brand from negative publicity, respond promptly to customer feedback, and cultivate a positive online presence. This ability to navigate the digital landscape is crucial for maintaining a strong brand reputation and securing a competitive edge in the market.

Ultimately, PR is not just about managing crises or reacting to situations; it’s also about building long-term relationships and shaping public opinion. Businesses that invest in PR strategies recognize its power to influence, engage, and inspire.

In a world where trust, credibility, and reputation hold immense value, businesses that embrace the importance of PR stand poised for success. PR is no longer an optional add-on but an indispensable element for businesses striving to make a lasting impact.

Why PR is Important for Businesses to Succeed