Sarah Mawji is the owner of Venture Strategies, a public relations firm that serves both private and public companies. With over 20 million companies serving 579 million people across North America, competition is fierce to stand out in the market. Despite less than 1% of these companies being listed on the stock exchange, there is still a significant need for companies to focus on building their reputation and image.
Consumer preferences and expectations are changing rapidly, making it crucial for companies to market themselves effectively. Marketing and advertising may be the first tools that come to mind, but public relations can play a key role in building a positive perception among consumers. While advertising can often be seen as intrusive, earned media through public relations efforts is more trusted by consumers, leading to a more lasting impact.
Earned media is essential for businesses looking to build credibility and trust with consumers. It involves securing coverage in media outlets without paying for it, creating a more authentic image for the company. By earning media coverage in trade and tier one publications, companies can reach a wider audience and establish themselves as industry leaders. For example, the Associated Press saw an influx of leads after securing earned placements in top-tier media outlets.
In a world where viral content is king, it’s important for businesses to understand the balance between marketing and public relations. While marketing tactics like retargeting and pop-up ads can be effective, they may not always resonate well with consumers. Storytelling has been proven to be a more successful marketing tactic, with consumers being more attracted to brands that actively communicate their purpose. Both marketing and public relations play important roles in establishing a strong brand image.
For business leaders looking to tap into earned media, it’s important to start with internal surveillance and determine what newsworthy announcements can be made. Building relationships with journalists and identifying key publications that cover the industry is crucial for securing media coverage. Tailoring pitches to individual reporters and highlighting the value that the story can offer readers is key to successful public relations efforts. By focusing on benefiting the reader rather than the company, a business can effectively differentiate between marketing and public relations.
Overall, the competitive landscape between marketing and public relations highlights the need for businesses to focus on both areas. While marketing is essential for reaching consumers and driving sales, public relations is crucial for building credibility and trust. By understanding the basics of earned media and developing tailored pitches, businesses can effectively integrate public relations into their overall strategy to build a positive brand image and engage with consumers.
