How to Talk to Your Boss about the Value of PR

Proving the value of public relations (PR) to higher ups isn’t getting any easier. Despite an increasingly competitive market, the question every marketer and PR professional will inevitably be asked is: What's the ROI of PR? 

Source: Pexels, Yan Kukau

This age-old query leaves some PR teams scratching their heads (or screaming into the void). But the value of PR is actually getting clearer. Consumers want more than just products or services—they want a genuine connection with brands. This applies in B2C and B2B spaces; regardless of what you’re selling or to whom, the person on the receiving end is being bombarded with sales messages every day. What makes you stand out among all the noise?

At the same, senior leaders are demanding concrete metrics to justify their marketing programs—and budgets. In this article, we’ll tell you how to prove that PR is a key component of a successful marketing strategy once and for all, even to the most skeptical senior manager.

Focus on the Bigger Picture

It’s crucial to look beyond short-term gains and immediate ROI from PR. Instead, break your PR efforts in three phases: short term, mid term, and long term.

In the short term, PR can deliver quick wins and grab onto low-hanging fruit. This might involve leveraging press releases or social media to respond swiftly to industry trends or capitalize on positive news.

The mid-term phase focuses on building the foundational elements of PR. This includes nurturing relationships with key media outlets, industry influencers, and potential customers. It's about creating a framework that will pay dividends in the future.

In the long term, PR becomes the linchpin of brand authority and inbound media opportunities. It positions your company as a leader in your vertical, increasing brand salience and creating a positive association with your target audience. This is where the astronomical value of PR begins to reach your stakeholders.

Set Realistic Expectations

To gain buy-in from senior management, it's essential to understand where your company stands in terms of marketing maturity. This perspective will help you set realistic expectations and demonstrate what's achievable now, what needs to be done to reach your goals, and the necessary steps to securing substantial media coverage and PR success.

Source: ClickDimensions

There is room to grow and improve regardless of your PR program’s maturity level, iterating and evolving your brand awareness, brand authority, and PR campaigns. By framing your PR strategy within the context of your company's current marketing maturity, you are more likely to earn buy-in from your senior leadership team.

If you’re not sure how to define the maturity level of your PR program, an agency or consultant can help. 

Explain the Opportunity Cost

One of the most compelling arguments for PR investment is the cost of inaction. Marketing is evolving rapidly, with privacy concerns driving major changes in digital advertising and targeting. Additionally, consumers are growing tired of ads on social media, shifting the power dynamic toward brands who prioritize connection over constant selling.

Maintaining a positive online brand image is essential to successful connection. A well-executed PR strategy increases brand likeability, builds brand authority, and positions your company as a trusted source of information. This not only shields your brand from potential crises but also opens doors to new opportunities, including thought leadership, partnerships, and engaging with potential customers.

In the era of information overload, where consumers are drowning in advertising messages, PR becomes a catalyst for cultivating a brand's public perception. It offers a strategic advantage in building brand awareness and credibility, especially on the topics that matter most to your target audience.

Source: Pexels, Vlada Karpovich

Final Takeaway

In a world where brand authority, salience, and likeability are paramount, PR plays a pivotal role in establishing and maintaining a positive online brand image. It is no longer a siloed function but an integral part of any comprehensive marketing strategy.

To win the support of your skeptical senior management, show them how PR can enhance your company's value, engage your target audience, and drive results. PR is not just about media coverage; it's about building relationships, shaping perceptions, and ultimately increasing brand recall, trust, and connection.

If you're ready to pursue the full potential of PR for your business, contact us through this form or by email to set up a customized PR discovery session.