Needless to say, as a business owner (or even an aspiring one), it can be fairly easy to get caught up in the whirlwind of likes, shares, and clicks. Generally speaking, when it comes to content creation or even content refreshing, there’s this idea that in order to actually thrive and excel, the only way to do it is solely through digital marketing.
But is that actually true, though? Well, digital marketing is undeniably a powerhouse, driving sales and boosting brand visibility. Hands down, this is super important, and yes, it’s something that all businesses should be doing in the first place.
But wait—let’s not put all your eggs in one basket- as most businesses tend to do. You have to keep in mind that it’s not only about marketing; public relations matters, too, as this can elevate your business from a mere contender to a champion. They are not the same, and you can’t treat these entities as the same, either! So, with that said, let’s dive into why businesses should focus on PR and not just digital marketing.
Building Up Trust and Credibility
Imagine you’re at a party, and a stranger walks up to you, shouting about how amazing they are. Awkward, right? That’s sometimes how digital marketing can come across—self-promotional and a tad impersonal. PR, on the other hand, is like having a trusted friend introduce you. It’s about third-party validation through media coverage, influencer endorsements, and word-of-mouth. This kind of credibility can’t be bought; it’s earned, making it far more valuable in the eyes of your audience.
When a respected journalist writes about your product or a happy customer shares their experience, it builds trust. People are more likely to believe and engage with content that comes from someone other than the brand itself. This trust translates into loyalty, and loyal customers are the foundation of any successful business.
Humanizing Your Brand
Needless to say, digital marketing is fantastic for showcasing your products, running promotions, and reaching a broad audience. Again, all businesses actually need this. But honestly, sometimes it can sometimes feel robotic. Not always, but sometimes, especially when all you’re doing is trying to follow trends, or you’re just lacking the resources that you’re actually needing. However, with that said, PR adds the human touch that makes your brand relatable.
It could be through stories, interviews, and community involvement; PR helps put a face to your business. But, of course, not all PR is the same. It’s similar to marketing as it depends on the professionals you use.
For example, if you went to an old-fashioned PR firm, the presentation and even the PR methods would be totally different compared to a modern-edge PR firm (which is especially ideal if you’re after a more modern or younger audience). But overall, PR is like putting a face to your business, and you have to show that you’re not a giant soulless business but a human—just like your target audience.
Crisis Management
Marketers can’t even do this, so don’t even try! No one likes to think about it, but sometimes things go wrong. There’s always a chance that something could go wrong in your business. It could be something like a product fails, a PR nightmare erupts, or negative reviews start piling up. In these moments, your digital marketing strategy might not be enough to steer the ship back on course. This is where PR shines.
Now, your marketer can’t help with this; they’re not trained. Only PR professionals, particularly those from a crisis communications agency, are trained to handle these situations. They know how to craft messages that address issues transparently and effectively, helping to maintain your brand’s reputation. You can count on them to help you bounce back, but of course, it’ll take some time.
They Build Up Relationships
Does marketing help with building up relationships? Well, maybe a little bit, but not too much. Sure, maybe when it comes to social media posts (because theres that humanizing aspect), but that’s usually about as far as it goes, though. So that’s why you’re going to want to get some PR professionals to help you out.
At its core, PR is about relationships—building and nurturing connections with journalists, influencers, customers, and the community. Needless to say, these relationships are invaluable. They provide opportunities for collaboration, partnerships, and organic growth that digital marketing alone can’t achieve. Again, it goes back to what was said above; it’s like a friend introducing you to people and hyping you up so you can be easily trusted- marketing can’t do that.
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