If you read nothing else in this week’s message, read this:
Q: Why does my company even need PR?
A: Because if you’re not executing active PR strategies and tactics, and your competitors are, then you will lose out on:
- Becoming the go-to subject matter expert (in your space) for the media, and therefore…
- …being quoted in print, online and broadcast stories your potential customers are consuming.
- Proactively planning for an unforeseen crisis that could severely harm your co.
- Happy, productive employees, leading to a vibrant corporate culture with low turnover.
- Creating customer evangelists.
- Establishing mutually beneficial, two-way relationships with all your key stakeholders.
- And much, much more.
Want to hear more about making the business case for PR? Read on…
Justifying PR to CEOs
A CEO asked me the other day, “Can you write something up justifying why my company needs public relations?”
“Uh, sure,” I responded, somewhat bewildered.
At the same time I’m thinking to myself, “Are you kidding me??”
After all, who in their right mind would ask a PR pro if a company needs PR?
I can’t imagine any PR pro responding, “No, you’re right. Never mind.”
The particular CEO I’m referring to wants PR. He knows it’s important for his company.
However, the problem in this case is actually his parent company. They don’t feel it’s a worthwhile investment.
Why? The only reason I can think of is because they don’t understand what PR is.
It’s certainly a term either misunderstood or just plain mysterious to some.
Here’s how I solve that.
Unraveling the Mystery of PR
At its core, public relations performs two fundamental, strategic functions:
- Creates awareness
- Builds relationships
Everything else — press releases, media pitches, speaking engagements, awards submissions, crisis management, employee newsletters, customer surveys, etc. — is a tactic that supports one or both of those strategic goals.
Here’s the distinction that matters most: If marketing and advertising are what you say about yourself, PR is what others say about you.
That third-party validation from journalists, industry analysts, conference organizers, and award committees carries exponentially more weight than any paid advertisement ever could.
Speaking CEO Language
One way to better connect with CEOs and executive teams is for PR pros to speak their language. Doing so can help demonstrate the business value and necessity of PR.
It also helps unravel the mystery and mystic behind PR.
For example:
- When PR professionals say “brand awareness,” we mean market share expansion potential that directly connects to revenue growth.
- When we say “media coverage,” we mean earned media value and cost reduction — measurable ROI compared to paid advertising.
- When we say “thought leadership,” we mean sales pipeline acceleration that links executive expertise to lead generation.
- When we say “reputation management,” we mean risk mitigation and business continuity that protects shareholder value.
The shift from PR jargon to business language isn’t just semantics — it’s about demonstrating that strategic communications drives the same outcomes leadership already measures: revenue growth, cost efficiency, competitive advantage, and risk reduction.
I have a lot more to say about this topic and will likely do so in a future blog post.
The 3 Big Takeaways
- You’re immediately at a competitive disadvantage without PR.
- PR is a must-have for every business.
- What do others say about you? I don’t know, it depends on your PR.
Unsure how PR can help your company achieve its strategic business objectives? Schedule a complimentary one-on-one with me here.
In the meantime, make sure authentic PR is a key component of your communications strategies!
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
