By Queen Nwabueze
There are several reasons, people bandy that public relations (PR) cannot drive sales in the realest meaning of the word.
These days, while there can’t really be justification for every units (PR inclusive) not contributing to the revenue drive of an organisation, notes are to be taken that:
1. PR focuses on building relationships and maintaining a positive image, rather than directly selling a product or service. While a positive reputation can lead to increased brand recognition and customer loyalty, it does not necessarily translate into sales.
2. PR does not have direct control over the sales process. It can only generate awareness and interest.
3. Measuring the impact of PR on sales can be challenging. While PR can contribute to sales indirectly, it can be difficult to quantify the specific impact of PR efforts on sales numbers.
4. PR should be used in conjunction with other sales and marketing tactics, such as advertising, promotions, and direct marketing, to be most effective in driving sales.
Overall, while PR can contribute to increased brand recognition and customer loyalty, many now clamour, that the original roles of the noble reputation driver is no longer enough, nowadays. Have you even noticed that marketing has even become an appendage to PR jobs and Job Description, hence, ‘Marketing and Communications manager.’
There is, therefore, urgent need that every PR person should begin to effectively communicate the key selling points of a product or service. That way, PR can contribute to sales, DIRECTLY.
One effective recommendation to do so is influencer marketing or outreach.
Let’s do some practical with this one. Please permit. For the influencer marketing tactic, all you need do is identify key influencers in your industry, say, insurance, for example. The insurance brokers are highly influential to insurers. So? As a PR head, manager, officer…whatever title you go by. Think out what you can do for brokers; carry out competition research. That is, what is your competition offering them? Up it! Organise a meet and greet with them. Give them fat envelops for sourvinirs (Huh! So brazing. Shouldn’t have said this). Also, start celebrating their birthdays and other important events that they love. Call them from time to time to check up on them. Are they mourning, visit physically to mourn with them. Are they celebrating, grace the occasion etc.
Now sit back, and watch how your goodwill pays off! You would see? When they have businesses, you will be one of the key persons if not the main person, they would want to give the business to. That way, you would have contributed to sales. Alright?
Now go ahead and do that for your own organisation or industry.
Step 1: identify your organisation’s key influencers preferably ones who can do the two-step flow model like the brokers example used above. You get?
Step 2: Birth and nurture events and relationship
Step 3: Recline back to your seat and watch sales happen…thanks to PR.
Hope this practical enough??? No grammar. No beating about the bush (permit the cliché).
Why not leave me a heart in the comments. Smiles.