If you’ve been hired as a PR- or brand expert in a company, but the management group doesn’t really get what value PR and brand communications bring and why it’s important, don’t worry. You’re not the only one in this situation. It happens more often than you might think. Luckily, there are some tricks to unravel the mystery.
In the dynamic landscape of modern business, Public Relations (PR) and Brand Communications often find themselves underappreciated within organizations. The perceived “fluffiness” of these functions can make it challenging to demonstrate their true value. A strong brand lends credibility, creates loyalty, and facilitates conversion. But how do you prove it to the management team or colleagues?
There are a number of things you can do to strengthen the position of PR and brand communications within the company, and grow your professional status. This way you’ll get more people to understand what value you bring to the table, and start caring a lot more about creating a strong brand and consistent brand story. Since the flow of information is constant, the channels are many, as well as the metrics, a tool should be used to ensure accurate measurement and analysis.
Speak the Same Language: Clear, Digestible Metrics
To bridge the gap between PR professionals and the rest of the organisation, it’s crucial to speak a common language. This means presenting data and metrics that are easy to understand and directly tie back to brand awareness. Some key metrics to consider:
- Media reach: Showcase how many people have seen or interacted with your brand in the media. This tangible number helps quantify your brand’s reach.
- Engagement Rate: Highlight the level of audience engagement with your brand content, showing that people are not only seeing but also interacting with it.
- Brand reputation: Sentiment analysis of your brand and benchmarking provide a deep understanding of how your brand is perceived.
- Share of Voice: Compare your brand’s media presence to that of competitors, demonstrating your brand’s position in the market.
- Social Media Growth: Track the increase in followers, likes, shares, and comments on social media platforms as a result of PR efforts.
Tell compelling stories
There is a reason why storytelling has been around since time immemorial; people remember stories, not numbers. Use storytelling to explain the impact of your PR and brand communications efforts. Share success stories, customer testimonials, or instances where positive media coverage directly influenced business outcomes. Personal anecdotes are memorable and relatable, making it easier for others to grasp the value you bring.
Demonstrate ROI
Numbers matter, but demonstrating a clear return on investment (ROI) is paramount. Show how your PR and brand communications initiatives have positively affected the bottom line. This might involve tracking leads generated through PR campaigns, increased sales attributed to brand visibility, or cost savings through efficient communication strategies.
Align with organizational goals
Make it evident that your PR efforts are aligned with the broader goals of the organisation. If the company aims to increase market share or expand into new territories, illustrate how your brand communications strategies support these objectives. Highlight the contribution of PR to achieving key milestones.
Educate and involve your co-workers
Knowledge increases understanding and interest in what you do. Host workshops or training sessions to educate colleagues about the fundamentals of PR and brand communications. Encourage cross-functional collaboration and involve different departments in your initiatives. When colleagues understand how PR works and how it benefits the organisation, they are more likely to appreciate its value. Also, try to engage colleagues in contributing to brand awareness on social channels. You can run company-wide contests, share behind the scenes content or involve them in product launches.
Showcase great PR examples
Share examples from other successful organisations or industries where PR played a pivotal role in shaping their brand identity and driving growth. Highlighting these external success stories can inspire internal appreciation.
Regularly share updates
Keep the organisation informed about your PR activities and achievements by sharing the month’s best coverage. There are different options on how to do this in a smooth way, like Mynewsdesk PR Coverage report. You choose which period of time or campaign you want to measure and push the button, and everything is collected in a visually appealing report with some easy-digest metrics. Share the report through internal newsletters, presentations, or meetings. Consistent communication will help maintain visibility and understanding of your work.
Benchmark and improve
Continuously monitor and benchmark your PR efforts against competitors. Demonstrating progress and improvement over time reinforces the value of your work. You can do this easily with Mynewsdesk Brand report.
Celebrate wins together
When you achieve significant PR milestones or secure valuable media coverage, celebrate them with the entire organisation. Recognition of achievements fosters a sense of shared success and reinforces the importance of your role.
In conclusion, demystifying the value of PR and brand communications within your organisation requires a strategic approach that combines clear metrics, effective storytelling, and ongoing education. By speaking the same language, aligning your efforts with organisational goals, and demonstrating ROI, you can make a compelling case for the indispensable role that PR plays in building a strong brand and driving business success – and have the management understand the importance of your work.
