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3 Reasons Why PR is Essential for Your Go-To-Market Success

This Week's Buzz

Author

Adam Gelles
June 01, 2023

A NOTE FROM THE EDITOR

Public relations and your go to market efforts need to go hand in glove. In today’s article, I discuss 3 reasons why PR so important to your marketing efforts. In a nutshell, it’s all about alignment.

How aligned are your PR and GTM programs? Share your thoughts on the Buzz Community and gain access to more insights and more.

And, of course, from the bottom of my heart, I want to thank you for being part of the Buzz community. This endeavor is not possible with you -- our readers. For questions, comments, and feedback, please don't hesitate to let me know.

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3 Reasons Why PR is Essential for Your Go-To-Market Success

When it comes to launching a B2B brand, product or service, Public Relations is an essential part of your marketing mix to drive awareness, purchase intent and ultimately customers. Generally, PR can build credibility, generate awareness and create lasting business value.

As marketers we have a tendency to underestimate the role of PR in driving our go to market forward. But this is a mistake PR must be integral to your B2B brand’s go to market for three key reasons, as follows:

Reason #1: Drives Awareness

As we all know, the power of PR lies in its ability to generate buzz around your brand. Press releases, media interviews, and feature articles / bylines can create a lasting impact for your brand by raising awareness. But the devil is in the details, you want the boost of awareness in places that align to you go to market.

One important factor to drive awareness properly is to ensure our PR efforts to reach our key target audiences. This is what makes PR valuable business-wise. All too often I see companies’ PR teams focusing on the wrong Trade publications. While its nice to have an article in the general business press, a good PR strategist will understand the nuances of various trade journals / publications reaching various segments of the covered industry. Make sure your PR efforts are focused on driving awareness in publications that deliver to your company’s go to market strategy.

Reason #2: Build Credibility

One of the main objectives of PR is to establish your brand as a credible authority in your industry. By securing media coverage in trusted publications, you can position your company and its executives as experts. This will gain credibility in the eyes of your target customer. Credibility improvement can shorten sales consideration cycles by prospects and increase deal size. This is an important way to think about the business value created by a solid PR program.

But there is another side of Credibility: Trust. And PR is a great way to deliver that trust, especially when coverage appears in key trade publications for your sector. Trust from PR efforts really shows up in NPS (brand & product); in pipeline (ease of close) and revenue (especially in new logo wins). So yes build credibility, but do it in journals that align with your go to market.

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