Is public relations really a revenue engine? You bet it is. Trust and brand reputation are as vital to the bottom line as the quality of the products or services offered. Every sector must earn its keep, and successful PR can do that with spectacular results.
Our client was in the call center business. Big company, centers all over the world. But the verdict from the media was “boring and complicated.” Even the founders had come to doubt they deserved feature treatment. But they did–because we discovered their employees actually liked their jobs. They had perks, bonuses and a better work environment than competitors. The young founders, both under 30, took for granted the significant innovations they made to the culture of their industry.
We pitched that as the story–not thousands of workers online. The New York Times recognized our client as part of a trend, and we worked to help them. It ran as a feature on Page 3 of the Business Section. The world’s largest social media site saw the story and became its largest client. Fast forward five years, and a private equity company invested and took the company public.
Public relations is the least expensive and most effective way to create value for a brand.
Here’s how:
Third-Party Validation – What the media says about you is more important than what you say about yourself. Being quoted in an article, winning an award or speaking on a panel is independent validation that enhances credibility. It’s a trust signal to potential customers and demonstrates that authoritative voices recognize and respect a company.
Customers as Brand Ambassadors – What do we look for when shopping online? Positive customer reviews because there’s no better promoter than a satisfied customer. PR tells customer success stories that provide authentic proof of success and product impact. News of happy customers means new customers.
Media Coverage Means Money – A well-crafted PR strategy places a business in the spotlight and earns media coverage. Awareness is interest, and interest translates to sales.
Engage the Social Media Economy – The role of social media in PR is to create and promote content that resonates with an audience. The viral potential of social media means exponential exposure at a fraction of the cost of traditional marketing efforts. Brands such as Wendy’s catapult themselves into the spotlight with relevant content for its 3.8 million followers on X.
Credibility – Customers know advertising is paid for. PR, however, is earned. A strategic PR campaign yields long-lasting brand recognition and loyalty that would take tens of millions in advertising dollars.
Yes, we’re all about the bottom line. Deploy PR not just to communicate, but to grow.
IN THE NEWS
Zivian Health featured in Becker’s
OWC secured a mention for Zivian Health, the first and only healthcare SaaS platform that empowers compliant collaborations between nurse practitioners and physician assistants to physicians, in Becker’s Hospital Review on how nurse practitioner growth is changing healthcare hierarchies. Learn more here.
PreventScripts featured in FirstWord HealthTech
OWC secured a feature for PreventScripts, an innovator in preventive health physician and patient digital tools, in UK-based FirstWord HealthTech. PreventScripts CEO Brandi Harless spoke about how technology could power the shift toward preventive health. Learn more here.
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