Before I get into why you need PR, let me first explain what PR or Public Relations is exactly.
It’s okay if you don’t know what it is exactly – most people don’t.
According to the PRSA, (Public Relations Society of America) “Public Relations is a strategic communications process that builds mutually beneficial relationships between organizations and their publics.”
Relationships is at the core of PR. For me, PR is everything that you do to build awareness of a person, place or thing through the creation and maintenance of lasting and beneficial relationships.
PR also answers the question “Why?”
Why should I care about you? Why should I attend your event? Why are you unique? Why should I choose you over everything else?
The tools of PR (media relations, press releases, media kits, social media engagement, etc.) allow you to share your story (or answer those “why” questions) with your audience and the media. It allows you to connect with them on a more personal level.
Here are 5 reasons why you need Public Relations:
# 1 – PR creates Partnerships & Relationships
As was just discussed, Public Relations is all about building long-term relationships – relationships with your fans and followers; relationships with potential donors and investors; relationships with other artists, media, and corporate sponsors. All of these relationships/partnerships will lead to more opportunities. Using the tools of PR to build a network of partners and fans is what will help you grow.
#2 – PR increases Your Visibility
The more active you are at creating meaningful and mutually beneficial relationships (through PR tools such as media relations and social media), the more advocates and supporters you have. These fans will tell their friends about you, and those friends will in turn, share your news/info with their friends.
The more you put yourself out there, the more visible you are. A solid PR strategy will also increase your Google search results. This visibility is key to bringing in more fans and business. When you have people talking about, following, sharing, buying, and retweeting your stuff, others WILL take notice.
#3 – PR promotes Credibility and Field Leadership
Public Relations helps to boost your Brand credibility, expertise and field leadership. As you answer the question “why” by sharing your story on your website, social media sites, and with the press, you are able to show that you are a credible source and a leader in your field.
Think about it for a second. You’re on the hunt for your next epic food experience. You get a couple of restaurant suggestions from friends. Restaurant A only has a yelp page and Restaurant B has a yelp page, website, facebook page, instagram, and blog. Now, they are both equally good restaurants but Restaurant B is going to look the most credible. It is the one that seems to be the most enticing. This is what PR will do for you. It makes you look like a professional who is serious about the art and work you produce
#4 – PR gets you more sales
The process of building relationships increasing your brand visibility and making yourself a leader in your field. will result in an increase of sales. As you use your PR strategies to show your personality and tell your story, people will being to rally around and support you. This will mean more opportunities to sale your works and increased income. Of course, no one can predict how much – that depends on a number of factors – but you will see an increase.
#5 – PR is VERY Inexpensive & in some cases FREE
Public Relations is much less expensive than other forms of paid marketing. It is also extremely cost-effective. The process of sending emails and posting on social media sites is virtually free. It’s important to acknowledge that these tasks can be time consuming but the amount of Money spent on PR versus the amount of Time spent doing it, will equal savings. The return on your investment (ROI) or the money and rewards that will come from your efforts will pretty much be all profit – especially, if you’re doing your own PR – as so many of your fellow artists are. DIY PR means minimal expenses.
To learn more about PR stay tuned for my next blog post,which will show you how to create your own Public Relations plan and put it into action.
Photo credit: Death to Stock