Credibility is the bedrock of any successful business relationship. People either believe in you, your products and your company or the sale is unlikely to close. The word credibility originates from the Latin word “credo” which means “I believe.” So, what can you do to increase your perceived credibility in the eyes of your prospects? Over the long term, you can demonstrate integrity, develop a reputation, and become a well-respected authority in your space. This does not happen overnight and often takes years or even a decade or more to materialize. There are, however, ways to shorten that horizon and deliver the same trustworthiness. This is the power of positive press coverage.
When the media begins to write articles about all your success stories, people start to put the credibility puzzle together. It may take time, but eventually, they have enough of the pieces to see that you are worthy of their trust, that you can solve their challenges, and that you are the expert they need to reach out to.
Positive news coverage also acts as a strategic tool to not only build but also sustain trust. By showcasing a company’s commitment to excellence, ethical practices, and dedication to delivering value, positive news becomes a powerful testament to an organization’s credibility.
It offers a tangible, unbiased, public-facing demonstration of a company’s success, reinforcing its standing as a reliable and trustworthy partner.
Rise above the sea of noise.
In an era where information overload is the norm, breaking through the noise and capturing the attention of potential clients is an ongoing challenge for B2B enterprises. Positive news coverage emerges as a beacon, shining a light through the clutter and creating a distinctive brand narrative. Whether it’s a groundbreaking innovation, a socially responsible initiative, or a strategic partnership, positive news provides businesses with the opportunity to differentiate themselves and carve a unique identity in the minds of their audience.
It serves as a potent storytelling tool, enabling B2B enterprises to craft narratives that resonate and leave a lasting impression.
What’s the direct impact of positive news coverage on your B2B’s goals?
The great thing about positive press coverage is that it not only increases your credibility, it also increases the number of potential customers who are aware of you. When a news item is published, tens of thousands of people who never even knew you existed are now not only aware of you, but their first impression of you is one of strength, reliability, and knowledge.
Plus, as you continue to stay in the headlines with an ongoing B2B PR strategy, you are no longer invisible but instead remain top-of-mind. So, when a purchasing decision comes up the prospect adds you to their short list of vendors they want to reach out to.
Generates sales leads
Effective public relations, when seamlessly integrated with digital marketing, creates a powerful synergy that goes beyond mere visibility. The combination allows for the development and conversion of high-value content assets, such as data studies and white papers, into lead-generation machines. When your company is featured in targeted media outlets, it becomes more visible to prospects, creating opportunities to cultivate meaningful connections and drive business growth.
Positive press coverage attracts investors
The strategic placement of positive news in the media can be a crucial tool in attracting the attention of venture capitalists and other investors. With the right messaging and timing, positive news coverage enhances your company’s credibility as a stable and potentially lucrative investment target. For early or mid-stage companies, a well-executed PR strategy could be the linchpin for securing the next round of funding.
Helps recruit talent
In the competitive landscape of talent acquisition, B2B enterprises are not just competing for clients but also for the best and brightest minds in the industry. Positive news coverage becomes an impactful recruitment tool, attracting top-tier talent by showcasing a company’s positive public image, its track record of success, and its commitment to making a meaningful impact.
It signals a workplace culture that values excellence, innovation, and positive contributions, making a company more appealing to potential hires who seek purpose-driven and successful organizations.
And retain talent
Employee turnover poses a significant threat to many technology firms. However, a well-orchestrated public relations strategy can boost employee morale and improve retention. Thought leadership opportunities, social media campaigns, and other PR tactics create a sense of pride among employees, confirming their decision to remain with the company.
Cost savings become an added benefit when PR is seamlessly integrated into a digital ecosystem approach. By capitalizing on synergies between earned media, owned media, and paid media, businesses can achieve greater impact at a lower cost compared to strategies built around a siloed approach. The strategic alignment of PR with other tactics amplifies its cost-effective impact on overall business success.
Additionally, the cost of generating positive press coverage pales in comparison to trying to generate the same number of impressions through paid advertising. Then there is the residual value of your PR content which, unlike the advertising copy, can be repurposed for social media, email campaigns, sales collateral, etc.
A carefully crafted public relations strategy also contributes to message clarity, establishing your company’s key messages and brand identity. Beyond amplifying these messages through various channels, top PR agencies assist in developing messaging that carries across all PR and digital marketing efforts, ensuring a cohesive and resonant brand narrative.
Positive press coverage attracts potential acquisitions
For companies aspiring to be acquired by larger organizations, positive news coverage is not just beneficial—it’s essential. Online visibility and media presence are prerequisites for attracting the attention of potential buyers, many of whom rely on industry media sources to identify promising acquisition targets.
In redefining the “why do PR” question, positive news coverage emerges as a versatile and indispensable tool for B2B success.
Looking for help in challenging the status quo? Rankin PR can help you break the mold with disruptive and insightful stories that harness the full potential of positive news coverage. Reach out to us.