What publicity can do for a business

Publicity can help in the growth of a business by creating increased brand awareness. It can help to sell products and services without the expense of advertising. Publicity helps to spread the message of a business to the target audience and create opportunities to generate business leads. Given below are ways in which publicity can help a business.

Helps a business to rise above competition

A business can earn publicity by setting itself apart from competition. This helps a business to get a higher profile and helps it to rack up media appearances. With more media appearances, a business becomes more visible. With increasing competition in every type of business, it is important for a business to be able to differentiate itself.

Publicity for good work can help to earn goodwill

Businesses that take a stand on social issues and are making a positive impact on the environment always earn the goodwill of people. For instance, The Body Shop sells a range of products that are natural. In its initial years, the company abstained from advertising. In spite of that, the company managed to attract media attention for its social activism. The founder, anita Roddick worked on a project that helped native culture around the world to prosper by growing ingredients for her cosmetics. Thai resulted in the company receiving millions of dollars worth of free publicity every year.

Helps to broaden the audience

PR gives business media coverage. This leads to the increased awareness of the products and services of a business. This helps to develop a broader reach for the business. PR may not be a direct sales tool, but  positive information perpetuated about a brand does help in the overall growth of a brand. The more people know about a business, the more likely they are to purchase from it.

Increase an organization’s credibility

When the name of a brand and its products are communicated to a target audience through media coverage, it can do wonders to boost an organization’s credibility. Publicity helps to crown a business as an expert. PR helps to communicate content with the help of which customers arrive at their conclusion themselves. Depending on the stories that appear in the media, customers begin to treat a business as an authority in its field. Since the reviews and opinions do not come directly from a business they result in more genuine communication between a business and its audience.

Improves SEO

Since PR can improve the online presence of a company, it can  also help to enhance the SEO of a business.  When press releases point to the website of a business, it helps to increase the ranking of a business. When a business gets incoming links from other blogs, the links also help to increase its rankings. PR professionals can also use SEO techniques to get the most out of each message that they create and distribute among various media outlets.

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