Why Public Relations Matters for Your Brand

Public relations is a key component of any marketing mix, yet many organizations don’t utilize it effectively, resulting in missed opportunities to amplify brand messaging.

PR isn’t just about issuing press releases. It’s about building trust with key stakeholders to influence public perception of an organization. Storytelling, strategic communication and crisis management are all PR strategies that help shape and preserve reputations.

At Jump Company, we offer PR services to clients as a way to further leverage existing marketing activities. Consistent messaging is key, which is why we work to thoroughly understand each client’s brand before embarking on a PR program.

In addition to helping increase brand visibility, PR programs, through earned media coverage, offer a level of credibility that advertising cannot. Third-party “endorsements” through mentions in magazines, newspapers, digital sites, and TV and radio interviews, can significantly boost a brand’s visibility and relevance.

How PR Programs Impact the Bottom Line

Marketing and sales professionals know it’s easier to keep loyal customers interested and engaged than it is to earn new ones. Positive media coverage reinforces why your existing customers chose your brand in the first place. PR programs help build and maintain a positive public image, translating into increased customer trust and loyalty that impacts the bottom line.

PR is also a great tool for reaching audiences who are unfamiliar with your products or services. Awareness is the critical first step in the sales funnel, and an endorsement from a media outlet can generate awareness along with interest and consideration. When potential buyers are primed with positive emotions related to your brand, conversion is more likely.

Are You Prepared for a Crisis?

No one likes to think about what could go wrong, whether it’s a defective product, a workplace accident, or financial turmoil leading to layoffs or bankruptcy. Yet these things happen all the time, and the media won’t hesitate to report on them.

Preparing a PR program that includes crisis communications is essential for managing the onslaught of media requests that inevitably arise during a crisis. A solid plan outlines spokesperson(s), key messages and when to be open for media interviews versus providing a statement.

A buttoned-up, organized response helps mitigate a crisis by conveying to the media and the public that your organization is on top of it and all will be resolved in the best way possible. Operating without a plan could delay your response, generating anxiety and doubt among the public and negatively impacting your brand and reputation.

How To Get Started with PR

When deciding whether to develop a PR program, it’s helpful to research media coverage of key competitors. If they’re being featured in articles, TV/radio segments, podcasts and more, they have an advantage over your organization. Customers, even loyal ones, may wonder why your organization isn’t being featured, potentially causing doubts about whether your products or services are really the best option.

If you’re not actively engaging the media, you could be missing out on critical opportunities to boost your reputation and build awareness. This not only helps recruit new audiences but also helps keep the ones you already have.

At Jump, we’re happy to tell you more about our PR services. Just reach out and let’s chat!