Some are born great, some achieve greatness, and some hire public relations officers.
Daniel J. Boorstin: American Historian
Although quite tongue-in-cheek, the above quote from Boorstin sums up the magic that is public relations (PR). A well-thought-out PR strategy can take a little-known business and skyrocket it into the stratosphere. It’s all about developing the right type of brand communication and getting it under the noses of your target audience.
Today, if you aren’t marketing your brand digitally then you really need to rethink your brand communications strategy. Research information on Google has become the new norm and can be seen by the billions upon billions of searches that the search engine giant processes every single day. It’s not enough for you to just be punting your brand on your website. Don’t get us wrong: have a great content strategy and plan for your website is absolutely vital. However, you can’t rely solely on this. You need to have other people speaking about you as well.
Think about this in an offline context. If you need to go and see a specialist doctor, what is the first thing that you’ll do? You’ll ask your friends and colleagues for recommendations on who to see. The doctor that the most people speak highly of is the doctor that you’ll choose in the end. The same is true for PR, specifically digital PR. When you Google a company, you’ll be more likely to have a better look at them if you find other reputable sites – such as the Sunday Times and the like – talking about them in a positive light.