Public Relations is often undervalued, overlooked, and underinvested in. It's often pushed to the back burner and the first thing to go when budget cuts roll around. In our experience, this happens because the results of PR tend to be cumulative, not instant, and can be somewhat hard to measure. But the reality is, that while PR might not provide overnight success, its long-term value is undeniable.
So, what exactly is PR? Well, first off, there's a whole range of PR types — corporate, product, consumer, social media, finance, tech — the list goes on. Every industry has its PR needs, and PR can be applied to any business. But, despite its countless variations, all PR activities share a common goal: to manage a brand’s public image.
Through a variety of tactics, such as media outreach, blogs, thought leadership articles, social media posts, and newsletters (to name just a few), PR increases brand visibility and helps businesses reach wider audiences and prospective clients. But it's not just about being seen. Done correctly, PR positions your business as a leader, expert, or innovator in your field, ultimately building trust with your audience.
At first glance, it may seem like PR is mainly aimed at consumers or clients, pairing perfectly with marketing. And while PR and marketing do complement each other well, they're not identical, as some might think. PR also plays a big role in engaging with the media, especially journalists, who can amplify your message to even broader audiences. The impact of PR doesn’t stop there; it can also boost staff morale. Entering and winning industry awards, for instance, can give your team a sense of pride and achievement, motivating them to continue delivering their best work.
At its core, PR improves four key elements: brand visibility, trust, expertise, and responsiveness. These elements are the building blocks that, when combined, play a critical role in boosting sales and lead generation, which ultimately drive client or customer acquisition.
Brand visibility: No matter how great your product or service is, if people don’t know about it, it’s not going to sell. PR increases your visibility, ensuring your brand is consistently seen by your target audience(s). Whether it’s through media placements, blog posts, or social media engagement, effective PR ensures that your name stays top of mind. More visibility means more opportunities for people to discover your business, enquire about your services, and ultimately be converted into customers.
Trust: Although trust can’t be bought, it certainly can be improved through effective PR. By showing your brand as reliable, authentic, and transparent, you build credibility with your audience. This trust is developed over time through a social media presence, expert opinions, and consistent messaging that aligns with your brand’s values. When consumers trust a brand, they’re far more likely to choose it over competitors.
Expertise: Being recognised as an expert in your industry is essential for standing out in a crowded market. PR amplifies your authority by securing opportunities for thought leadership articles, expert commentary, and industry insights. When your audience views your brand as knowledgeable and pioneering, it solidifies your position as a go-to resource, encouraging clients to turn to you for solutions.
Responsiveness: In today’s digital age, businesses need to be agile and responsive. PR helps you stay in tune with what’s happening in your industry and what people are saying about your business. By using PR to monitor social conversations, media trends, and client feedback, you can respond quickly to criticism, queries, or market shifts. This responsiveness not only shows that you care about your customers but also helps you stay ahead of potential issues that could harm your reputation.
These four factors work hand-in-hand. Increased visibility draws in new leads; established trust keeps them engaged; demonstrated expertise reassures them that you’re the best choice; and consistent responsiveness ensures their needs or questions are addressed promptly. Together, they create a solid foundation for building meaningful relationships with clients, which, in turn, boosts sales and client acquisition.
So, what are the real, long-term benefits of PR? As we mentioned earlier, it boosts brand visibility and awareness — not just of your company name and services or products, but of your values, expertise, and why you’re a trailblazer in your industry. PR is all about taking a step back and seeing the bigger picture. It also helps you handle online publicity more effectively. With the rise of social listening tools, you can now monitor feedback, respond to criticism, gather testimonials, and answer customer queries in minutes. This keeps your brand connected with clients and allows you to use feedback to refine and improve your business model.
Some of H Creative's own case studies really highlight PR's power. For instance, with the Telecoms Procurement Research Report 2024, we helped our client, Altnets, produce the first comprehensive report on telecom procurement trends, challenges, and opportunities. This positioned them as a leading voice in their industry. In terms of visibility, we secured front-page coverage in local papers for a chartered surveyor client's major refurbishment project, ensuring their work reached the right audience.
In conclusion, PR might seem dispensable to some business owners who don’t immediately see its value, but its impact is massive and lasts a long time. At the end of the day, people like to buy from, or work with, real people rather than a faceless entity. During the buyer’s consideration stage, when they're weighing up their options, PR is what helps your brand stand out from the competition. It’s about creating the kind of reputation that makes people choose you, again and again.
If you’re ready to take your brand to the next level with PR, let’s chat and start building your company’s perfect strategy. Drop us an inquiry at helen@hcreatives.co.uk —let’s make some noise together!
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