Wondering if PR is really necessary for your company? Let’s examine the scenario of discontinuing a PR program or just not implementing one at all.

Could you do without a PR program? The answer is: yes. But do you want to? Some companies survive without PR programs. However they risk not reaching the visibility, brand recognition or networking opportunities to compete in their respective industries. Remember the old saying that discontinuing PR and advertising is like turning off your ‘we’re open’ sign? Proclaiming your absence from the marketplace by being silent ultimately results in missed sales opportunities, decreased brand recognition and awareness and a smaller share of the competitive marketplace.

If budget is an issue, you can reduce the number of PR projects you pursue. Unfortunately, though, this comes with its own risks as well.
• As your company grows, its communications footprint will shrink, decreasing overall awareness of your company and its products and services.
• Pulling back on external communications will send a message to your customers and audiences that something is wrong within the company.
• Your competitors can step in and take over the industry discussion, leaving your company in the shadows.

A robust PR program encompasses everything from marketing communications and brand awareness initiatives, content creation and thought leadership programs, to media outreach and educational campaigns, both traditionally and digitally (social media included). Eliminating or pulling back in any one of these areas puts you at risk for missing sales leads, making connections with key influencers or potential partners, and not being the leader in your space.

We live in a face-paced, information-heavy society. Financial issues should not deter you from pursuing PR initiatives. You need to make the right choices. For advice on what works in today’s marketplace, check out our latest whitepaper, “The Push/Pull Marketing Program: Proven Results for Today’s B2B Online & Social Media Driven Markets”.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a social media campaign, contact Scott Public Relations.

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