When it comes to marketing, there are several subconscious biases that influence consumer decision-making. Fear of missing out, anchoring bias, authority bias, and, perhaps most importantly, social proof are some of the more notable biases.
When it comes to social proof, the top three areas where you can get ahead of your competition are testimonials, case studies, and public relations (PR). Brands use public relations to expand their audience, gain more exposure, and ultimately position themselves as the go-to person in their industry.
However, without the necessary knowledge or connections, the majority of small to medium-sized businesses (SMEs) will never receive organic PR. With competition at an all-time high and trust at an all-time low, SMEs must prioritize more media and public relations for their brand in order to stay relevant, amplify their message, and improve their market position — here’s why.
Trust
Trust can take years to develop in business. With many businesses not receiving their first clients for several months despite having a fantastic product or service, the road to the first testimonial or case study can be long. Companies experience slow growth when there is a lack of social proof, as trust is one of the foundations of a business transaction. Actively managing and pursuing PR opportunities is a great way to not only build trust but also leverage third-party credibility. This alone can significantly accelerate a company’s growth in its early stages.
Positioning
So much of business in the modern era of social media comes down to how a brand is positioned. Unfortunately, this frequently takes the form of vanity metrics like followers, likes, and engagement. When it comes to public relations, your brand is the one you want to be seen in prominent media outlets, displaying your numerous press articles, interviews, and news features. Because of the authority bias, this shows prospects and even your competition that you are the go-to person in the industry. If everything else is equal, the best-positioned brands will win in the long run.
Building a digital footprint
Google is by far the most popular search engine in the world, and it has demonstrated that it is not going away. If someone searches for you or your company, they will get one of four results: Bad press, no press, good press, or someone else with your name. It’s pretty clear which of the four we’d prefer. Having articles that rank well and appear for your company’s name, as well as related search terms, shows people who are researching your brand that you are a credible and trustworthy source with whom they would want to do business.
Reputation management
“It can take 20 years to build a good reputation, but only 30 seconds to destroy it,” as the saying goes. Reputation is everything in business. Public relations is an excellent way to manage your reputation and distribute content and messaging that is consistent with your brand and how you want to be perceived. In a world where reputation is everything, we should all do everything in our power to protect it.
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