Public Relations
Public relations is the process of maintaining a favorable image. It is a management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. The responsibility of public relations professionals is to preserve a strong brand. PR is often confused with marketing functions such as advertising and promotions. However, PR isn’t a spin of either.

Public Relations is a function of journalism as earned information flow. PR professionals communicate with the media – traditional outlets and newer channels over social media platforms with bloggers, influencers, and podcasters. It is a strategic communication process that helps in cementing a positive perception of your company.

It is unpaid earned media, and as a result, it is more credible. Reporters must be confident that your story is worth sharing with larger audiences, and they use their metrics, including independent verification checks, to determine broad interest and public impact.

  • Public relations provides exposure and extends the presence of your brand.
  • Companies better connect with their audiences through storytelling, which increases brand value with savvy consumers.

So, do you know the value of the equity in your brand? The relationship that you have with your consumers and the emotions that resonate when you interact with them is a direct correlation to your net worth. Your brand equity is your value based on how meaningful consumers see you. Industry credibility and an increase in reputation management are some of the outcomes businesses can reap from having a PR team. The exposure can lead to a larger market share.

Consumers trust public relations for two reasons.

1) It usually comes in the form of news, and this regard, they form a positive perception of your brand provided that the story is positive.
2) Public relations answers the question of “Why should I care?” It does not try to convince consumers to make a purchase but get them to see what your brand stands for.

PR targets the emotions of consumers, and if used correctly, it can add to the value of your brand significantly. The outcome is more than monetary. Your business will reap an increase from your goodwill in the marketplace, and goodwill is an invaluable asset.

What links PR and digital marketing together?

Digital marketing uses optimization tools to drive that organic traffic to your website and social media platforms. It is a technique that improves your online presence. With the information collected from analytics, you can identify who interacts with your brand to know how to market to them. Search engine optimization (SEO) secures those quality links. You can share that online placement through social media as paid ads as a part of your digital marketing strategy.

[Digital marketing connects those top-tier publications that are relevant to your niche with your brand.]

What are listing websites?

Listings websites are big online directories like Yelp,, and listings such as Google My Business. They tell customers where to find you.
Why are your online listings important? Without online listings, customers can’t find important information when they’re searching for you on Google, such as your address, your phone number, and directions to your location. That’s worse than not having your address in the phone book – that’s like boarding up your windows and turning off the lights!
So how can you be sure that your business is included on all the most important listings websites? Check out this personalized Snapshot report and discover which sources you’re missing from – an easy fix can save you thousands in lost revenue.

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