Good PR has the power to shift opinion towards a brand. There’s no doubt that opinion pieces, press articles and blogger recommendations encourage a teacher to consider your product in a way that a heavy-handed sales push won’t.
In fact almost half (47%) of buyers rely on media articles before making a purchase, according to Iliyana Stareva in her book, Inbound PR.
So, traditional PR will do wonders for your coverage, but does it deliver on your overall business goals?
Even if the overarching objective of your PR activity is to increase sales of your products – a key business goal – it’s quite possible that objective doesn’t appear on your PR plan.
Your team may be focusing on crafting your message, engaging your audience and getting your name in the right places, which are all great ways to raise the profile of your brand.
But that doesn’t necessarily get more teachers to buy your product.
For that, you need to convert prospective customers into sales. This has traditionally been the job of marketing, and marketing does it well, with its ability to focus on a specific product launch, generate sales leads and measure the impact on the bottom line.
However, marketing tends to concentrate on the product you want to sell.
Education PR reinvented
What’s often missing from the marketing approach is an understanding of how to engage teachers in the long term with your brand and spread the word that your company cares about helping teachers do their jobs.
That’s what PR does well.
If you take the focused and measurable strengths of marketing and blend them with PR’s ability to build an audience’s trust in your brand, you have an awesome combination.
The best of both marketing and PR’s talents, focused on your business goals.
That’s why we’re so excited about integrated PR, because it not only raises awareness of your brand, but can also change the behaviour of your prospective customers, making them more likely to buy your product.
Best of all worlds
Integrated PR makes your content work harder by using multiple channels and marketing techniques to make the biggest impact.
This is the philosophy behind the PESO model, developed by Spin Suck’s founder and CEO, Gini Dietrich. The model underpins integrated PR campaigns that combine Paid, Earned, Shared or social and Owned channels to draw your audience in and achieve tangible results.
Here’s how it works:
- An EdTech company writes a research report from a survey it conducted into teaching coding in schools.
- The report goes behind a gated area of the website where teachers’ contact details are requested before they can access the report. This generates leads for further marketing.
- The PR team writes a series of blogs and articles for the education media using the report content. These articles contain a link back to the report download page on the company’s website, increasing the number of signups and generating more leads.
- The team engages the help of influential education bloggers to link to the report via their social media profiles. Teachers see the report being recommended by people they trust.
- A social advertising campaign is launched on Facebook, LinkedIn, Instagram and Twitter to promote the report.
- The internal marketing team posts blogs using the report content on the company’s website to achieve further exposure to teachers.
- Months of coverage on social feeds, influencer sites and the education press engages teachers with the brand. There are also hundreds of new email leads from the report download.
- The integrated PR campaign improves brand awareness, secures new business leads and provides a return on investment.
PR is changing, and the days of focusing on coverage alone are gone. By blending the best of PR and marketing, integrated PR campaigns can build your reputation, shift opinion towards your brand, and achieve your business goals.