Growing up in London, I quickly learned that positioning matters. For example, whenever I use the tube, and I’m in an absolute rush (this is most days), I know that the right side of the escalator is for people who are happy to coast and that I should be on the left so that I can get to the trains faster. Knowing and following this unspoken rule helps everyone get to where they need to be easier (and in one piece lol). Similarly, knowing and understanding the full potential of PR can help you get to where you want to be more efficiently. As a result, when PR is done right, it can help you:
#1 Grow your network
PR is a great networking tool. Before you’re interviewed on a podcast, featured in an article, or make an appearance on any platform, you need to note that there are people behind these PR opportunities. From personal experience, I highly recommend building rapport and relationships with that editor or that podcast host beforehand because people generally do business with those they know, like, and trust. By building these relationships, you put yourself in the position of having a higher chance of getting on these platforms when the opportunity comes
#2 Increase and reach a wider audience
Once you get on the platforms mentioned above, you’re in the right position to build: know, like and trust with their audience. This is because now that the audience knows about you and like what you have to say, they’re probably going to search for you online. Translation?:
If they go on your social media, they’ll follow you and increase your following
If they go to your website and you have the correct system in place, it'll grow your email list
And so on
#3 Turn bystanders into superfans and superfans into buyers
That brings me to my next point; PR isn’t just great for building visibility, a network, and an audience who trusts you - it’s also a lead generator or lead-generating tool. When you have the correct systems and framework in place, plus position yourself correctly, audiences introduced to you through a podcast or online article (for example) will become members of your community and, ultimately, buyers of your service or product. In other words, through PR, you can grow your income and monetise the relationship you have with your community.
#4 Make money (real, measurable monetary ROI)
I always hear people talk about the fact that although PR is great for building visibility, they don't think it has real ROI. This typically means, where is the money?
As I said, PR is a lead-generating tool. If you know this, you can create the right systems to turn an audience into a community, a community into returning buyers, and returning buyers into people who recommend you to others. In other words, PR is truly the gift that keeps on giving!