Tom Mason is Director of Communications at JE Consulting, a marketing agency that specialises in professional service firms and the SaaS industry.
He notes that PR (Public Relations) is often neglected by businesses that otherwise engage in great marketing work.
“Yes, you can get some good results from just raw marketing,” says Tom. “But PR gets forgotten about all too often and, in many cases, it can really boost a brand’s status.”
One of the most common misconceptions about PR is that it’s limited to just press releases.
While press releases are a part of PR, they’re far from the whole story.
PR encompasses everything a firm does outwardly to shape public perception, including:
- Media relations
- Content marketing
- Community engagement
- Crisis management
- Even the way customer service is handled!
Essentially, everything a firm does that impacts its reputation can be considered PR.
Tom explains that PR is misunderstood by many companies who might focus heavily on advertising, social media, and direct marketing campaigns, overlooking the strategic importance of PR.
“Classic marketing techniques do work and, if they’re all you’re using, that’s not a problem.
“However, PR can provide a level of credibility and trust that is hard to achieve with other forms of marketing,” Tom explains.
“It’s not just about getting your name out there and building awareness of your brand – it’s also about developing a reputation and fostering relationships with key stakeholders.”
As Tom often reminds clients, “you do PR already, you just don’t realise it!”
From the way you handle customer complaints on social media to how you announce new hires or corporate milestones, these are all elements of PR that contribute to your brand’s image and trustworthiness.
Tom believes that integrating PR into a company’s marketing strategy can enhance its overall effectiveness.
PR is, and should be, a crucial part of a joined-up marketing strategy.
He points to numerous instances where effective PR campaigns have led to increased brand awareness, improved customer loyalty, and even increased revenue for JE Consulting’s clients.
“I’ve seen many cases where PR has amplified our clients’ marketing efforts and helped them reach their strategic business goals faster.
“Initially, some of them didn’t see the value in PR, but once they experienced the benefits, they realised how crucial it is to their overall success.”
In the last year, JE Consulting have been:
- Getting their clients’ articles published by national newspapers
- Entering clients’ into and subsequently winning sector-specific awards
- Connecting journalists with their clients for opinion and commentary opportunities
As well as using many other PR strategies to boost the abilities of solicitors and accountants in reaching their target audiences and generating leads.
“PR is not just about press releases and media coverage anymore,” Tom notes.
“It’s about creating and sharing compelling stories that resonate with your audience across multiple platforms – all of which should, of course, be shared on social media through a structured and well-thought-out strategy.
“With all of the successes I’ve seen, I think it’s time solicitors and accountants rethink their approach to PR and consider it an essential part of their marketing toolkit.
“Don’t let PR be an afterthought,” he urges. “Invest in it, and you will see the rewards.”
If you’re looking for help with PR, please contact Tom directly via tom@je-consulting.co.uk
