The Value of PR: Hint, Not All PR is Good PR

We live in a world where we can connect data to almost everything. And for years, public relations (PR) agencies have tried to explain the value of this industry.

Sure, there are certainly moments when PR is super impactful. For example, a buyer who is qualified and ready to buy acts immediately upon seeing you on TV, reading about you in print or learning of your brand online. But the majority of PR moments take time to materialize because they serve as the first touchpoint with an eventual buyer. This can make PR incredibly difficult to evaluate. 

Still, here are some insights that can be helpful toward bridging that value. 

Here’s what we do at Mainland: 

1. We build a detailed and customized PR plan for each story.
2. We build a robust media list of all potential reporters and outlets.
3. We get creative to find nontraditional media with large audiences.
4. We build relationships and do our research to ensure we’re always talking to the right journalist.
5. We focus on pitching human interest stories to boost intrigue from the media.
6. We never spam. We leverage relationships to pitch targeted stories that journalists want to read.
7. We stay on top of the news cycle so that we can effectively insert our clients into the news of the day.
8. We offer crisis management.

Mainland was built on the idea that we could be strong consultants, not just to our clients, but also to the media. And by thinking very carefully about the stories we create and give to them, we have established ourselves as essential resources to journalists at a range of outlets. Our stories are built to be created from interviews, giving journalists something more substantial and compelling to work with.

A common pitfall among agencies is that they fail to show their clients a pathway for what to do with the great stories and PR they receive, leaving brands to wonder, “What now?” 

Here are just some of the ways we earn great press for our brands. 

Business-to-Business (B2B) PR

In order to stand out from other businesses offering a similar product or service, we understand that you have to find your niche, identify your key differentiators and hone in on your target persona. Not only do you have to consider what type of businesses might use your product or service, but you have to know about the decision makers at those companies. Who are they? What are their backgrounds? What gap does this fill in the marketplace, and how does your product or service make their jobs easier?

We can help you answer the above questions by bringing years of experience (and a fresh set of eyes) to the table. We help brands discover their differentiators, identify their “why us” and determine potential new target audiences. Then, we build a comprehensive marketing strategy to get the right stories in front of the right people. 

At Mainland, we focus on leveraging the people behind the brand. That includes digging into a company’s founding story, using case studies of people who have used a product or service, or positioning executives as thought leaders on relevant topics. 

Business-to-Consumer (B2C) PR

Most PR agencies treat pitching as a numbers game, sending out as many cold emails to as many reporters and outlets as possible, hoping that at least one fish will bite. At Mainland, we’ve found a better way. 

Our team of PR experts carefully craft media pitches that center around the human beings behind the brands. We know that brands don’t sell brands, people do. Instead of blasting out a pitch to every reporter at a given outlet, we do extensive research to determine which reporter is the best fit for our pitch before hitting send. We build and nurture our media relationships so that our pitches are prioritized and received with eager interest. 

So, no, not all PR is good PR. Some PR is really bad PR. But the right story told to the right people in a consistent way is the way you gain lift.

Ready to gain more lift for your storytelling and PR? Explore how Mainland can help you do just that.