In the wake of the pandemic, which irrevocably changed the way we interact and communicate with one another, both in real life and online, it’s easy to think that PR is on the decline. However, the reality is that PR has never been more important than it is right now in communicating a brand’s message, making it a critical component in navigating a complex and ever changing media landscape.
While there’ve been suggestions that PR is dead, the opposite is true, because the explosion of un-vetted online communication platforms has led to a lack of news credibility. Now, one of the only sure ways for an organisation to build integrity is by partnering with a trusted PR agency with established and credible sources.
A recent “thank you” from a business partner put this into perspective; this article extrapolates on the first-hand client feedback below.
Significantly improved visibility
“One of the core things our business needs in order to thrive is for our brand to be visible to South African corporations, especially those that recruit digital talent. Since we started working with Pleiades our visibility as a brand has significantly improved.”
Having a personalised and responsive PR service yields visible results in increased media and market presence. Each bespoke communication is strategically designed to boost market confidence for businesses and brands. I see PR is a metric of business health, giving voice and presence to the values and reason of why a business exists and why it is delivers an outstanding product or service.
“Being profiled on a number of key digital and print publications has driven up incoming leads that let us know they found out about us through articles they read. All of these are from the press releases that Pleiades has put out there.”
Good PR strategies maximize client engagement in both the traditional and digital media platforms and are measured for impact, value and return on investment (ROI). The right editorial coverage can directly lead to more interest and increased online engagement. It is also the role of the PR agency to ensure that we represent a business in the right context of the market that it serves.
Powerful brand positioning
“Our existing partners have been highly complementary of how the brand is being positioned in the market. It is quite clear in the substance of your output that you are fully bought into the work we do and represent our voice so well.”
A PR agency is not necessarily a “one size fits all”. At Pleiades, for example our PR and marketing skills build credibility primarily in the field of fintech. Because we have the years of expertise and connections to help fintech entrepreneurs and businesses, we get tangible results and help to increase sales and growth. Through the right positioning we place company news in the appropriate media, building credibility and trust for the business and brand and winning customer confidence as a result.
“Behind the scenes I am seeing all the brilliant results.”
PR is not a quick fix. Sure, we can create great content for an innovative product release and ensure excellent coverage and buzz, but the real value in PR lies in a more long term relationship. This is important in a world where social media posts whiz by in an instant. Examples of an ongoing PR content plan include: Consistently building profiles for business leaders and positioning them as thought leaders, setting up networking or interviewing time with key journalists and influencers, monitoring and evaluating response and winning confidence in the business as a result.
“The strength of a good PR piece goes beyond high quality writing. It extends to the network and relationships which PR consultants bring to the table, in the ever changing media landscape.”
Trust, reputation and credibility are the jewels in the crown of a PR relationship with media channel contacts. Investing time and energy into creating a network is a skill; it requires impeccable truth and accuracy on the part of the public relations agency. You can’t quantify the importance of this trust, it’s invaluable. Without the ability to build confidence for a brand there is no PR.
I love seeing what we do build reputation and trust and facilitate confidence in the client business. The way an organisation is positioned can bring its values and vision to the world in such a way that the public gets to know its deeper brand essence. Doing this is a magical mix of the art of content and connection, the science of timing and context and the love of uplifting businesses and authentically representing them to the world.
Want to know more? Email me at firstname.lastname@example.org or call me on 083 263 0644.