I’ve said it before, and I’ll say it again: The media is hungry for career-related content to share with their readers, viewers, and listeners. Feed them!
Getting a favorable mention of your business in the media holds far more value than a paid advertisement, because it has more credibility with the public.
Nielsen’s 2015 Global Trust in Advertising poll showed that “earned” media sources — including word of mouth, customer testimonials or editorial content such as newspaper editorials and articles, are more trusted than “branded/owned” vehicles such as ads.
Press releases, media appearances, and other publicity-generating PR events help fuel editorial coverage and shape public opinion.
Providing your story to the media means you have more control over the message. Ideally, a media outlet will run your press release verbatim, but even if you can’t control a reporter’s final version of the story, you have more influence when their starting point is your press release. Choosing the right outlet for your message is important — choose media outlets that reach your target client. There are so many possible venues: newspapers, radio programs, podcasts, magazines, newsletters, blogs, etc. — pick the ones that your ideal client is paying attention to.
3. Crisis Management
A good PR plan isn’t just about generating positive news coverage involving your company. It’s also about avoiding and being prepared to handle bad publicity.
Being ready with a plan before disaster strikes can save valuable time and face in the event of a crisis.
Whether it’s a credit card breach leaking customers’ sensitive information or a scandal affecting the careers industry (bad actors in the recruiting world, resume writing firms falsely claiming “Top 10” status to the detriment of the rest of us, etc.), your public relations strategy can help position a small business for the best possible outcome in a bad situation. While rare, preparation is the best defense.
People have many sources competing for their attention these days. Public relations offer another way to reach them — another channel to build awareness and create a positive image. It can be leveraged and also supplement your other marketing efforts. Again, media mentions can significantly improve your “know, like, and trust” ratio with prospects, making your website and other marketing efforts much more effective.
5. Staying Power
In the digital age, news stories no longer have a shelf life. Their visibility on search engines doesn’t decline as time passes; instead, articles continue to gain exposure over time as they are linked by other sources, whether in a newer article, a blog post, a Yelp review, or elsewhere.
6. SEO Benefits
Making sure positive stories are told (both in earned and owned media, and across social media networks) and that your messaging is consistent, and your content timely and relevant, will keep your organization higher up in search engine rankings, bringing more customers to you and driving more growth for your resume writing business.
Because small businesses might not have access to the financial resources and large advertising budgets that big companies do, PR offers more bang for your buck. Establishing the right public image and communicating it via the news media is a cost-effective route to raising awareness and improving the perception of your business.
Editorial coverage in particular can come at no cost to you, and it can greatly enhance and supplement the marketing you’re doing elsewhere.
Bill Gates famously said, “If I was down to my last dollar, I would spend it on public relations.” Gates understood the value of a good PR strategy, which is that it offers a cost-effective means to increase your long-term profit.