Throughout my 15-year strong career in PR, I’ve experienced all sorts of puzzled faces and initial scepticism when I’m asked about what I do, and the value great communications can deliver to a company or personal profile. Where paid-for activity across TV, newspapers and social media delivers loud and instant outcomes – communications is a more considered and subtle art-form with a far greater impact than you’d expect.
Despite being somewhat biased, I’d argue that PR and communications offers something far more long-term and essential to the well-being of a company. It can, of course, impact the bottom line and financial success of a business when properly dovetailed into the wider marketing mix. Great communications can also improve and maintain reputation, increase awareness of new products or services, shine the spotlight on key leaders or company experts, and supply a bridge between a company and key industry influencers.
In times of crisis, your communications expert will be the cool calm person at the coalface of your challenge, and in the good times they will be the motor which keeps the positive stories about your business churning out. After all, you work hard to deliver success and don’t always have time to blow your own trumpet, so why wouldn’t you want a communications person about the place to share that success with the world?
Five reasons why PR & Communications professionals are essential to the well-being and success of a company include:
1. Clarity of message
It’s all very well having a business that’s growing and working hard to deliver success, but if you’re not sharing a clear message – both internally and externally - about your purpose and customer benefits then you’ll be herding sheep rather than flying in formation. Communications experts can spend time with people across your business and drill down into the heart and soul of the company to unearth what story you should share with the world. Trust me – companies aren’t always sure…
2. Deliver ‘halo’ effect
By having an expert sharing your clear-cut story to key influencers and journalists – you will automatically improve understanding and awareness of your product or service. In turn, positive recommendations will increase. Brand ambassadors are important to the credibility of your company. After all, you don’t get welcomed on arrival into an Apple Store by a knowledgeable human-being by accident.
3. Raise awareness of your expertise
Let’s face it – you’ve hired the best in the industry to deliver the best results for you – to ensure your company becomes the best in your industry. But if you don’t let people know you’re the best in the industry how will potential clients or customers ever find out? A communications expert can raise awareness about your company expertise across your key audience - to position you as an industry leader and ensure they know that the very best experience or product can be delivered by you. Think about how many times you check reviews from Trustpilot, Which? or TripAdvisor…
4. To protect and serve
With a dedicated communications professional managing your messaging, improving knowledge and awareness about your business, and positioning you as an industry expert you’ll be in strong position to succeed. The other benefit is that you’ll have your own bodyguard of sorts – someone at the gate to keep your corporate reputation protected and positive. I’m an advocate of being transparent and open. Sometimes though journalists get the wrong information or something happens that’s out of your control – and when that happens your communications expert will be leading the charge to ensure the news is accurate and your side of the story is shared. It can genuinely make or break a company's reputation.
5. Humanise your business
There will be few people in your business like your communications team. They will helicopter across everything that’s happening – mining the great stories and talent across the business – to share with the world. They will be consistent advocates, excellent sounding-boards, and poised ready for action when required. They will always champion your business – and arguably be one of your greatest assets. Finance, legal, IT and HR are all required to make a company run, but to the external world at least, your communications team will be the ambassadors of your business. And, most importantly to you, ever-watchful guardians of your business and brand.
Victoria Fairclough is a PR & Communications Consultant at Fair Communications. For more information visit: www.faircommunications.co.uk
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