PR Firms Today: Much More Than Clips

There is no question that clients today expect results from their PR firms. For many this still means driving awareness through editorial news coverage, influencer reviews and executive interviews. For years, the bigger the monthly clip book the happier the client and while clients still want quantity and quality, the expectations clients now have with their PR partners far exceeds clips alone.

For many clients, and their companies, it is about delivering value and as we say at Southard Communications, ‘helping our clients build their business.’ While this certainly includes leveraging our expertise and relationships to generate earned media coverage, it extends into other business and communications areas, each of which will support not only awareness and credibility, but business growth and success. For many, particularly on the consumer side of the business and focused on direct-to-consumer sales, this means finding ways to support sales, revenue, and profits.

What has always impressed me about public relations practitioners in general, and surely all our PRGN members, is how smart and knowledgeable we all are regarding business building and the breadth of experience that can truly support clients as we collectively look to help build business. Sure, we are always going to need to generate quantifiable results, but there are a myriad other areas in which we continue to contribute and make a meaningful impact on their business, making us valuable strategic counselors and partners, above and beyond what our teams deliver on the media and influencer front.

Digital media and social media communications are front and center and every firm today is delivering these services based on its importance. However, it is our insight and relationships that prove to be especially valuable to our clients. For example, using market research and intelligence to understand your target audience (whether it be B-to-C or B-to-B).

Taking that extra step allows us to contribute to brand development and brand identity while supporting messaging in all areas of communications, including, but not limited to a client’s e-commerce site.

Speaking of e-commerce, there’s little question clients want qualified traffic and sales conversions. Digital marketing and paid social help in this area as does search engine optimization. Each supports an effective media and influencer campaign that delivers awareness and credibility. These campaigns need to be factored into our overall programs as clients expect to see a direct return in terms of traffic and sales.

Furthermore, optimization on Amazon has become critically important as more B-to-C companies sell their products on this e-commerce platform. Navigating Amazon is tricky, complex, and changes by the week, if not day. Aligning with a company that understands Amazon, not only generating your listing, but understands how to market ‘within the walls of Amazon’ is necessary in today’s direct-to-consumer world. This can make an enormous difference in generating sales and supporting client goals.

Other areas in which we can support our clients are product development and product sourcing. At Southard Communications, for example, we have an established partnership with a product development company (helping to develop prototypes and final products) and factories around the world best equipped to source products. Getting products manufactured at the lowest price, without sacrificing quality, can increase profit margin once a product is brought to market.

Interestingly, not only are these a few areas that are important to clients, and provide value, but also create an additional revenue stream for the firm, increasingly important  as budgets on the media and influencer front seem to be tighter than ever. As we discuss on this week’s episode of PRGN Presents, there is no question the face of the public relations industry continues to change and firms that will be successful moving forward will, in my opinion, focus on helping clients build their business in an impactful and meaningful manner.

If you enjoyed this episode, please follow the PRGN Presents podcast in Apple Podcasts, Spotify, Google Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” or “Subscribe” to the show: https://prgnpodcast.com/listen