We often hear a client state that they want to appear on the front page of the Wall Street Journal, have a campaign go ‘viral’ or be on a prime-time spot of Good Morning America. These opportunities are any PR professionals’ dream Media placement, however, we need to reflect on where our clients are now, where they are headed, and ultimately, who they are trying to reach. 

Whether your company is a start-up or enterprise-level business, you should be considering public relations (PR) as part of your strategic marketing plan, either now or in the future. It’s likely that your team is having regular conversations about ways to boost brand awareness in target markets, but have you considered a public relations program? 

What is Public Relations? 

The Canadian Public Relations Society defines PR as “the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize the organizational goals, and serve the public interest.” 

Like most industries, PR in recent years has gone through a sort of ‘digital revolution’, if you will. No longer are the days of a simple, traditional PR program. Rather, PR, as it is done today, can offer much, much more. From integrated PR strategies to paid media, influencer relations, and even social media involvement, PR has taken on completely new realms to secure media coverage. Or as we at Magnolia like to call it “digital public relations.” 

What can a public relations program do for me? 

The ultimate goal of any PR program is to boost your company’s brand awareness and create a positive public image and reputation for your business.  

Navigating through the endless media out there can be daunting. However, hiring a strong public relations agency or individual to handle your media relations may be the answer. From media relations to press release distribution, reputation management and crisis communications, a PR program can take on many forms. Deciding which avenue is the right one for your company takes time, education, and expertise. 

Advertising Versus Public Relations 

While advertising offers a possibility for these big-name media features and provides you with the power to deliver the message you want, they are often considered expensive and less effective than an earned media placement. Currently, 96% of consumers don’t trust advertisements. This is where public relations often takes priority due to its positive return on investment, lower cost, and public perception. 

What if my company has no news? 

At Magnolia, we believe every company has a story to tell. It’s about timing and how you tell a captivating story that will engage your audiences. A solid PR program takes time to build creativity and momentum. It’s a marathon, not a sprint to continue to connect to your customers through consistent, positive and engaging news. Ensuring you not only have the budget but most importantly the time to invest in a PR program is vital to its success.  

PR can be a strategic growth investment for your company if you are prepared to invest the time and money. To find out if your company is ready for a public relations program, contact us and we can talk you through the process and discover your company’s goals. As a Vancouver-based B2B PR agency, we understand the media and how it can be leveraged to support your brand. Read through our client case studies to see how we’ve been able to boost their brand awareness and reach their target audiences through PR. 

By Megan Kent, Digital Campaign Manager at Magnolia Communications – a full-service B2B demand generation marketing agency headquartered in Vancouver, BC. We focus on engaging, nurturing and converting leads with PR programs, paid social ads, email marketing, and marketing technology implementation.