Public relations (PR) is a powerful tool that is often seen as a FREE way to boost sales for a business. But can PR alone boost sales?

While PR is not a magic bullet that will instantly create sales, it can be a valuable strategy to consider. By increasing brand awareness, building trust and credibility, and generating leads, PR can help to support the sales process.

In this Marketing With Impact session, I answer the question: Can PR Boost Your Sales? And the campaign types you can use to do so!

Understanding PR’s Essence

PR is fundamentally about building relationships with journalists, publications, and your target audience. It’s the art of crafting a narrative—a story that resonates with people. But here’s the catch: PR doesn’t typically result in an immediate sales boost. Relationships take time to build and PR’s role in sales is about creating a relationship with your brand.

PR’s Influence on Sales

The myth that PR directly correlates with sales is not true. While PR can indirectly lead to increased sales, it does not do so directly. Press releases and media appearances rarely translate into immediate sales.

PR works by increasing brand awareness, building trust and credibility, and generating leads. When people are aware of your brand and trust you, they are more likely to consider you when making a purchase decision. PR can also help you to generate leads by driving traffic to your website and landing pages.

Effective PR Campaign Styles that can help sales

1. Review Campaigns

Review campaigns involve offering your product or service for review by publications or websites catering to your target audience. This strategy leverages someone else’s audience and transfers their credibility to your brand. 

While there’s a risk of negative reviews, it’s a sales-related aspect of PR. To maximise its impact, you can offer affiliate links to publications, creating a mutually beneficial partnership. Though review campaigns require time and planning, the subsequent reviews can indeed lead to a boost in sales.

2. Competition Campaigns

Competition campaigns are another powerful tool in the PR arsenal. Hosting your competition or sponsoring one can generate buzz around your product or service. Participants often provide valuable contact information, enabling you to build a database for future marketing efforts. This approach not only generates leads but also increases brand exposure, potentially resulting in increased sales.

PR is a Long-Term Strategy

It is important to understand that PR for product sales is a long-term marketing strategy. Building brand awareness, fostering relationships, and crafting a compelling narrative take time. When customers encounter your products in stores or online, the familiarity and trust built through PR campaigns can drive their purchasing decisions.

Conclusion

In conclusion, while PR may not guarantee immediate sales, it can play a pivotal role in the long-term success of your business. Building relationships, trust, and brand loyalty are the key outcomes of a well-executed PR strategy. 

So, the next time you wonder if PR can help you get more sales, remember that it’s not about quick wins; it’s about laying the foundation for sustained growth and success in the marketplace.

Highlights

• [00:00:11] Can PR boost my sales?
• [00:01:02] Understanding PR and its focus on building relationships with the media
• [00:01:43] How PR can build brand awareness 
• [00:02:01] PR campaign styles that you should know about
• [00:03:53] Why PR is a long-term marketing strategy

Resources

• The Book of PR Tips