A public relations firm is a tool, and like any other business tool, you need to be deliberate about how you use it. Even if you have your own public relations department, or you do your own PR, having a dedicated group working on spreading the word about you, your name, and your brand is the most efficient way of building brand awareness and staying in the public eye. You’re trying to become and remain relevant, and even if you don’t have a big project you can announce, once you’ve established that relevance, you at least need the appearance of being hard at work on the thing people know you for. Here are a few specifics about what a good PR firm can do for you.
Setting a Tone
Branding is all about telling a story, and every story has a tone. Successful marketing is not just putting your brand out there, but putting people in a mood to engage with it, and pay for it. They may not be paying you directly – perhaps they’re paying your sponsors – but you’re always trying to engage with them through a story. A PR team can help establish your story and keep your tone consistent, keeping the audience with you.
If you’re a big company, or if you’ve just got your LLC for your personal brand, you can always be on the lookout for investors. Not only does a PR company help tell your story, they also help you compete by keeping you relevant. The more people are aware of you, the bigger you are. The bigger you are, the easier it is to seem worthy of an investor’s time and money.
Your brand is more than just your story, it’s a version of you, and your personality. It’s the thing that, you hope, is immediately recognizable, and is immediately associated with what makes you interesting. A PR company can synthesize that and aerosolize that out into the digital ether, keeping you an ongoing presence, especially when you don’t have the time to do it yourself.
Crisis Management and Damage Control
What if someone or something you’ve been associated with does or says something stupid? You might not have the skillset to walk that tightrope yourself. PR companies are experienced with damage control, and can help your brand remain relevant and up to date.
One of a PR team’s most underrated functions is giving you time to make the thing you’re known for. Whether it’s something physical, or something digital, having a team doing the heavy lifting for your brand gives you the freedom to make that brand something more by making your thing.
A PR team helps build and keep a genuine, engaged audience. They can use your engaged followers as a focus group for future works, or just keep you rolling the way you always have. A PR team gives you the time to live your brand.