Recently, a story ran in the Huffington Post examining the dichotomy between the obvious benefit of PR as the “ultimate word of mouth” and the lack of quantifiable metrics which make it difficult to fit into an ROI overview. Professionals weighed in on the ways we can all advocate for PR as a vital component of any marketing plan, with the net message being that the ROI picture needs to be viewed not as parts – advertising and PR – but as a whole.
While traditional advertising is admittedly easier to measure in units – I paid X, I got Y – it can’t stand alone in the marketing landscape. Ads represent a company talking about itself…with no real way of knowing who is listening. PR, on the other hand, represents a conversation – people talking to each other about that company. As such, it presents a much more valuable proposition but less tangible from the budgetary planning end of things.
We see examples of this in our communities every day. At a recent eye doctor appointment, my new ophthalmologist asked me how I found her. When I mentioned a hyper-local Facebook page, where town residents ask each other for input on every subject under the sun, she smiled and nodded. She was already familiar, as it turns out, because she had picked up several new clients through the page. Even on a local level, the ROI value is clear. This doctor could advertise in every outlet possible and may never see the return that she is getting from the chatter on a private Facebook page. Not bad, since in terms of the “I” in ROI, she hadn’t invested a thing.
What she had done was provide good service, and let people spread the word on their own. This, the HuffPost article points out, is how brands are made.
The good news in the PR world is that when it comes to neighbor-to-neighbor communication, the grapevine can stretch indefinitely. In virtual terms, my neighbor may live next door to me, they might be 3,000 miles away, or they could be across an ocean. Regardless of physical location, I have multiple ways to access them with nearly instant response.
Take a high end purchase, for example. If I’m thinking of buying a particular car, I might pay more attention to commercials for that car on television, or take a slightly longer glance if I drive by the local dealership. But I’m much more likely to seek out those with actual experience driving and owning that car. I might ask a friend I run into at the coffee shop how they like theirs, or I may post the question to 200 friends on Facebook and get valued input either way.
With so many ways to connect, consumers are turning increasingly to each other – friends and strangers alike – to make buying decisions. In this light, PR is outpacing advertising as a marketing power tool simply by being a means of starting and maintaining a conversation. The one-way message is going the way of the dodo bird…get your customers talking about you, and they will bring you more customers.
At Kovak-Likly, we believe in prioritizing PR within the marketing landscape. We work with our clients to define their goals, locate their customers, and find innovative ways to engage them. If you are struggling with the implementation of a PR plan that best complements your other outreach efforts, here are a couple of starter points:
Reverse the Messaging Process – If you want to get folks talking, really think about what you want them to be saying, then find ways to translate it into your advertising speak. Catchy slogans are great – but if you can‘t hear them rolling off the tongue in a coffee shop conversation, they won’t convert customers. Think about what will really grab your target customer enough to make them share it with a friend; advertising messaging will naturally follow.
Track the Front Line – If you have a sales force on the ground, get their input. They are the first to see the tangible response to your marketing efforts. If your messaging is opening doors for them, find out what the key has been; if it’s not, engage their expertise in tweaking the approach.
Just Ask – The instant connection channels your customers use to connect with each other can work to your company’s advantage, too. Measuring the impact of your marketing campaign doesn’t have to look like a team of mad scientists pouring through computer printouts…it can be as simple as asking. Post a question on your company Facebook page, or Tweet it out to your base and see what comes back. People aren’t shy about letting you know what they think.
Marketing – Both advertising and PR – may be operating through more channels than ever before, but when the fog of overwhelm lifts, the gleam of opportunity is left in its place. If you need help finding your way from the former to the latter, we are here to get you on your way. Let’s get people talking.
-BML
