Leveraging Public Relations for Actionable Business Goals
The public relations sector has for far too long been associated primarily with media relations and crisis management; yet, the function it can serve in propelling organizations to achieve their actionable business goals is often undervalued. Leveraging public relations for actionable business goals is not merely a bolt-on accessory, but an integral part of strategic planning. A focus on PR is not just about ‘doing good’; it’s about ‘doing well’.
When we talk about public relations – or PR – we’re dealing with the management of an organization or individual’s public image and relationship with the wider community. It ties into every aspect of a business’s operations, from marketing to sales to customer service. The key focus of PR is shaping and maintaining a positive reputation, fostering a strong rapport with relevant stakeholders, and ultimately fueling business growth and profitability.
One of the most vital components of this process practically revolves around making PR actionable. By this, we mean PR activities should be rooted in specific, concrete objectives that align with the business’s overarching goals. Whether that means boosting product sales, increasing brand awareness, or solidifying investor relations, PR strategies must be purposeful and targeted.
To put this into context, let’s delve into the ways in which organizations can harness PR to meet their business goals in a manner that is both proactive and effective.
PR as a strategic and measurable tool
PR is often seen as an intangible phenomenon. In stark contrast to the precision of SEO metrics or pay-per-click (PPC) data, the results of a PR campaign can be challenging to measure. Despite this, PR should not be seen as a ‘nice to have’ that is disconnected from an organization’s business goals.
Many businesses have started leveraging PR tools to gain strategic insights, measuring outcomes rather than just outputs. Tools such as media monitoring and analytics allow businesses to gauge their overall public image and track the effectiveness of their messaging practices.
Leveraging PR for improved customer relationships
Effective PR strategies not only improve an organization’s external perception but also enhance relationships at the grassroots level. PR can build brand loyalty and enact positive change on the customer-business interface. By authentically showcasing your business values and demonstrating your commitment to these values in your public interactions, you’re likely to resonate more positively with your target audience.
PR for crisis management and prevention
In today’s fast-paced, social media-driven world, a PR faux pas can quickly snowball into a corporate catastrophe. This is where the PR function’s role in crisis management becomes critical. Harnessing PR to establish crisis communication strategies can help manage, mitigate and prevent reputational damage. By owning up to mistakes and showing proactive solutions, businesses can turn a crisis into an opportunity for growth.
PR as a tool for thought leadership
Businesses can also start leveraging PR for thought leadership. By publishing opinion pieces, leading debates or speaking at industry conferences, businesses can position themselves as industry leaders. Leveraging PR for thought leadership can build credibility and enhance reputation, which ultimately leads to better business relationships and increased sales.
In end, PR when paired with actionable business goals converts it from an abstract, nebulous concept to a concrete strategic tool. It paves the way for businesses not just to react to change, but to proactively pursue beneficial endeavours. Today’s era of transparency and engagement calls for PR to move beyond its traditional role and more into a strategic Management function.
As we’ve detailed here, leveraging public relations for actionable business goals is not just possible, it’s an essential business strategy. By incorporating your public relations efforts within your strategic business planning and focusing on measurable outcomes, you’re likely to see a greater impact on business growth and profitability.