How to Leverage Public Relations in your Marketing Strategy
It’s very common for businesses to conflate public relations (PR) and marketing. After all, they both focus on relationship building. So, if public relations and marketing aren’t the same thing, what’s the difference? Simply put, public relations focuses on using communication to build trust and relationships with your surrounding community. Marketing emphasizes promoting your products and services to build clientele and increase sales. A well-rounded marketing plan should include PR management. Today, we want to give you three helpful tips for incorporating PR into your marketing approach.
Master Reputation Management
There was a time when newspapers, TV, and radio were the most prominent mediums used for publicity. However, the internet and social media have changed the playing field. Good and bad publicity can happen instantly, and the community around you can impact your reputation 24/7. While there are many benefits to social media and the internet, they can act as a double-edged sword. On the one hand, it’s a great tool for quickly and efficiently connecting with the community around you and fostering strong relationships. On the other hand, negative testimonials and online reviews can hurt your brand. To further complicate the situation, responding to positive and negative reviews requires tact, as divulging too much information in your response can violate HIPAA laws. The smartest way to handle your online reputation is to utilize the services of a PR and marketing professional who specializes in healthcare, as these experts have a deep understanding of HIPAA as well as the do’s and don’ts of a review campaign. However, if you plan to tackle this issue on your own, it is important to follow the appropriate guidelines as well as to keep your responses vague and HIPAA-compliant.
Event Sponsorship Visibility
Event sponsorships are a great way to build a relationship with the public and increase brand awareness. Whether it’s various sporting events, charities, or individual athletes – sponsorships are valuable opportunities that play a significant role in cultivating a positive public image. If you’re a medical provider, take advantage of sponsoring sporting events or athletes, as the sponsorship serves as an excellent opportunity to showcase your company and its skillset. By giving back to the community, you provide consumers with the opportunity to connect with you on a personal level. Regardless of which event(s) or charities you choose, it is important for the event to make sense with your business.
Publish A Press Release
Prestigious awards, new services, a growing practice – these are all newsworthy accomplishments that your community needs to hear about. You have worked so hard to master your craft and sharing such achievements with your consumer base signals to them that you are worth trusting. A press release is one of the simplest ways to spread the word about your “newsworthy” milestone achievements.
A strong PR plan lets you tell your company’s story to consumers and shape your brand narrative. People like connecting with organizations on a personal level. They like knowing they can trust you, and the stronger that trust is, the more your community will think of you as a friend instead of a faceless organization. At McCauley Marketing Services, our talented team of marketers and SEO experts have a deep understanding of the importance of PR management. If you’re ready to elevate your marketing plan and incorporate a strong PR strategy, contact McCauley Marketing Services today. You can also follow us on Facebook, X, and Instagram for more marketing tips.