From Campaign to Coverage: How to Build PR That Creates Action

Often, we see brands that treat their public relations efforts as an add-on, a one-time placement or press release that may or may not compliment the overall marketing strategy. This one-and-done approach leaves many questioning PR’s value: Why there was no immediate response, no new leads, no uptick in sales or a changed consumer opinion?

Well, the answer is that PR doesn’t work in isolation. And it definitely doesn’t work in a straight line. For brands that are invested in long-term success, a robust public relations strategy creates real momentum for brand development, marketing strategy and sales goals. Think of it as a wrapper, a constant stream of activity that builds brand credibility with target audiences.

PR’s Place Along the Sales Funnel

Ah, the mythical sales funnel, the darling of Marketing 101 and countless PowerPoint presentations! Roll your eyes if you like, but we think the concept is an oldie but goodie.

The customer journey starts at the top of the funnel with awareness. Paid advertising, social media and sponsorships compete for attention with every other brand in the marketplace. Noise, clutter and distraction are off-putting and counter to creating awareness. Also, consumers and customers are savvy when it comes to being marketed to. How does a brand get their attention?

PR, through earned mentions and placements, puts your brand in places (hands, heads, eyes, ears) that money can’t reach. Repetitive earned media boosts recognition and begins to build credibility. When your target audience reads or hears about your product from a credible third-party source, their curiosity is immediately validated. Cue consideration.

So, we’re done, right? We got ‘em in the funnel! Not so fast. Once a potential buyer starts to consider your brand, they begin to do their homework. They talk to their friends, they Google the product or service they want, they scan headlines, they look for proof.

With a strong PR plan, the consumer’s homework is easier and yields positive results. The brand speaks with authority. It knows its category and appears to be an expert. Executives talk about topics that relate to my purchase and my life. They’ve answered my questions honestly. I see the brand where I seek information, not just where I shop. As we pass through the middle of the funnel, skepticism is reduced and the consumer is ready to purchase.

Here’s where PR not only pushes the purchase over the line, but fast forwards the repeat sales cycle. The better the consumer knows your brand, the more likely they are to re-purchase. A regular cadence of information, presented in a consistent manner, reinforces the credibility that’s been established and builds trust. When your customers trust your brand, the next trip through the funnel is halfway done.

All Together Now

So, why not just do PR? Our snarky response is “yeah, why not?!” Well, because brands are not just things you read or hear about through trusted sources. Brands are important to people. They solve basic consumer needs, yes, but they also relate emotionally to their audiences’ aspirations. People have relationships with brands.

In order to nurture and grow these relationships (think future sales, new products, brand extensions), everything about a brand, from its packaging and customer service to advertising and trustworthiness, must work in concert.

We did an AI query to try to simplify the roles of paid media (traditional advertising, sponsorships, etc.), owned assets (brand marks, websites, packaging) and earned media (public relations). Here’s the helpful response:

• Paid drives reach
• Owned builds depth
• Earned builds trust

The impact, when they align, is a dynamic ecosystem that magnifies the effectiveness of each individual component. Successful brands leverage this power to strengthen their customer relationships, create opportunity and reach new audiences.

When PR is strategically integrated into long-term brand development, it creates clarity, consistency and equity with consumers.

We’d love to show you how your organization can amplify its marketing (and widen that sales funnel!).

Give us a shout and let’s get to work.