Often times, many companies consider public relations as a service used only during times of crisis.

Working with the media and managing a company's reputation during an emergency is all part of public relations; however, there is much more to PR than just crisis communications.

In its entirety, public relations is a strategic communication process that builds mutually beneficial relations between organizations and their publics. Public relations can not only manage a company's reputation during a crisis, it can also help brand and establish a company within an industry and/or geographic location.

At Ripley PR, we work with businesses to not only manage crises, but to develop a strong B2B public relations and marketing strategy that will impact a brand's profitability.

Here are four (4) ways we can use public relations to impact your business:

1. Content Is King
Creating strong content can help a business communicate their services and products more effectively. Content is a vital element of public relations, and it can be used in a variety of platforms, including social media, blogs, press releases, white papers, newsletters, case studies, website, bylined articles, and much more.

Companies that sell a product or service to other companies (B2B) especially need quality content. Buyers of B2B products are looking for a solution to a problem. Unlike business-to-consumer, you're usually marketing to more than one individual, and the sales cycle is much longer. Sometimes the person needing the solution isn't the actual decision maker, but they can sway the purchasing decision. It's important to turn technical, sophisticated jargon into clear messaging that resonates with multiple audiences.

By taking time to develop strong content, it can help customers make informed decisions about a company's services and products.

2. Recognition
The more well known a company's name is, the more influential they are in shaping opinions of their customers. Developing a B2B public relations strategy can help increase a company's presence with mentions in trade magazines, local newspapers, and other industry publications. Also, nominating a company for local and industry awards can also help promote a company's name.

This third-party credibility can help with lead generation and even shorten the sales cycle.

3. Social Media
Social media makes communicating with the public much easier, and taking time to incorporate social media into a public relations strategy is crucial. Utilizing social media platforms such as Facebook, Twitter, Google+, LinkedIn, and Instagram can help a business not only engage with their target audience, but can also improve a business' image and overall brand.

4. Improve SEO
When a business incorporates quality writing, secures ongoing editorial coverage and industry recognition, and establishes a strong social media presence with well-written blogs and social updates, it will positively impact a company's SEO. Improving SEO can help with brand recognition, as well as, help increase awareness of products and services too.

Incorporating a public relations strategy into a business will not only improve a company's brand, but it can also impact the bottom line. Taking time to build a positive brand before any negative news or crisis becomes a possibility, will help a company maintain their reputation in the event of a mistake or accident. To learn more about how to incorporate public relations into your businesses or company, contact the experts at Ripley PR.

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