How to Explain Why PR Matters

3 Points to get leadership buy-in for public relations spend

Public relations (PR) is an important component of a holistic communications strategy that supports business objectives. It can sometimes be a tough sell for leadership, because it is nearly impossible to show a direct correlation between a news article and a sale.

As communicators, we know that strategic alignment and executive buy-in are essential for any successful comms plan. So how can we explain why PR matters in a way that gets team alignment?

1. Reputation Management Through Storytelling

PR plays into a long-term strategy that will help your company gain visibility, build goodwill and influence key stakeholders in your value chain.

A PR approach essentially positions your company or brand in a way that makes the media want to cover it because their audience will care about it. We like to think of it as going from defense to offense.

Defensive communication consists of owned and paid media, while offensive communication is the proactive effort to get your story told the way you want, in relevant outlets, to a much broader audience. Building a steady drumbeat of thought leadership and news coverage about your company helps all of your audiences learn more about who you are and how you think, including reporters, customers, elected officials, NGOs, and even your own employees.

2. Building Media Relationships

Strong, productive relationships with reporters and publications lay the groundwork for accurate and fair reporting. When reporters know you are a reliable sources of information, they are more likely to include you in their reporting. By providing insights and interesting story angles for reporters, they can better understand your products, your leaders and what you stand for.

And when publications want to publish a story about upcoming trends or a roundup of the best products, reporters rely on their existing connections. Who can they reach out to that will respond quickly and with great information and assets? If no one in the media is familiar with your organization or how to get information about you, there is little chance you’ll be included.

These relationships also ensure that the first time you work with a reporter isn’t in a negative situation. They establish open and trusted channels of communication with media before a potential crisis communications.

3. Training AI models for generative search optimization (GEO)

Media coverage has also become increasingly important for search engine optimization (SEO) and Generative AI Overviews (GEO). AI overviews are more likely to showcase information from earned media sources, not brand websites. Third party sources, like the media, are essential for amplifying the work you do in owned media, helping others see that media coverage about your organization aligns with what you say about yourself.

The bottom line is that PR strategy is essential for external visibility, credibility, and search. Proactive PR efforts are the only way to achieve consistent coverage in the media that protect and enhance your company or brand’s reputation.