What is the value of PR? This question comes up often in today’s resource-conscious environment, especially for industries ranging from insurance PR and technology PR to healthcare PR. Below are some key ways PR will bring value to your healthcare, insurance or technology company:

• PR communications have more weight than marketing and sales communications. These communications are told within the context of our industry and with the benefit of third-party editorial credibility. *Typically, a PR communication is valued at least 3X the impact and value of a sales and marketing communication.

• PR generates leads. By pushing quality content out to the public, a company’s search engine optimization will increase, making it easier for prospective clients or partners to find you when searching the internet. This in turn drives people to your website and/or educational materials or to read an article about your company.

• PR supports sales. It creates awareness and credibility of that company which paves the way for a positive reception to sales messages. And, it gives the sales force numerous articles and “did you know” items that they can use as touch-points with customers. Without a PR program in place, the sales force would have the extra burden of education, reputation building, and communication that is very hard for sales to accomplish alone.

• PR is one of the few ways you can communicate directly with senior executives in customer companies. This becomes increasingly more important as your company continues to grow in size and scope.

• PR communicates the distinct competencies of your service lines, which in turn supports your value proposition.

• PR tells the corporate growth story, which is important to customers, investors, and acquisition partners.

• PR builds positive “share of discussion,” which research has proven to correlate to share of market.

• PR helps to define your message, and makes it real with examples, case studies and stories that customers can relate to and believe in, providing that important step between hearing a marketing or sales message and understanding that your company’s services and products really do solve problems for “people like me.”

• PR creates unique, brand-building programs that set your company apart.

• PR gives consistency to the messaging in a variety of venues and channels.

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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