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The role of public relations in growth marketing

November 17, 2023 | Jimit Mehta

Have you ever wondered how companies manage to make such a big impact on the market with their new products or services? You might think that it's all about having a great product, but the truth is that there's a lot more to it than that. Enter growth marketing, the art and science of driving rapid and sustainable growth for a business. But how do you achieve this growth? One key element is public relations (PR). PR is often overlooked as a growth marketing tool, but it can make all the difference in getting your message in front of the right people at the right time. In this article, we'll dive into the role of public relations in growth marketing and how it can help businesses reach new heights.

Defining public relations and growth marketing

Defining public relations and growth marketing is a crucial first step to understanding how they work together. Public relations, often abbreviated as PR, is the practice of managing and maintaining relationships between a business or organization and the public. PR involves creating and disseminating positive messages about the brand, building credibility and trust, and managing any negative feedback or crisis situations.

On the other hand, growth marketing is the practice of creating sustainable and scalable growth for a business by implementing a combination of marketing strategies. The goal is to achieve significant growth in a short period of time, rather than relying solely on traditional marketing methods.

When it comes to defining public relations and growth marketing, the two are not mutually exclusive. In fact, public relations can play a significant role in a company's growth marketing strategy. By leveraging positive media coverage, establishing relationships with influential people, and creating a positive brand image, businesses can effectively drive growth through PR efforts.

Therefore, understanding the importance of public relations and growth marketing is critical to achieving long-term success. By developing a comprehensive growth marketing plan that incorporates PR strategies, businesses can more effectively reach their target audience, build brand awareness, and ultimately drive growth.

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Understanding the relationship between public relations and growth marketing

In order to fully leverage the power of public relations in growth marketing, it's important to understand the relationship between the two. While public relations and growth marketing are separate disciplines, they both work towards a common goal: creating a positive brand image and driving growth.

Public relations can help achieve growth marketing goals by building and managing relationships with the media, industry influencers, and the public. Through targeted outreach and strategic messaging, public relations can generate positive media coverage and brand awareness that can help businesses drive growth.

In turn, growth marketing strategies such as content marketing, social media, and SEO can be used to amplify the positive messages generated by public relations efforts. By leveraging the reach and engagement potential of various digital channels, businesses can more effectively communicate their message and drive growth.

However, the relationship between public relations and growth marketing goes beyond simply promoting positive messages. Public relations efforts can also help businesses identify potential growth opportunities by monitoring industry trends and identifying areas where the brand can differentiate itself from competitors.

By understanding the relationship between public relations and growth marketing, businesses can develop a more integrated approach that effectively leverages the strengths of both disciplines. By combining the power of positive brand messaging with targeted marketing strategies, businesses can achieve sustainable growth and long-term success.

The benefits of using public relations in growth marketing

Public relations (PR) can be a powerful tool in a company's growth marketing strategy. There are many benefits of using public relations in growth marketing, and understanding these benefits is key to developing a comprehensive and effective marketing plan.

First and foremost, public relations can help increase brand awareness. By generating positive media coverage, businesses can reach a wider audience and build credibility and trust with potential customers. This can lead to increased website traffic, social media engagement, and ultimately more sales.

PR can also be more cost-effective than traditional advertising. While advertising can be expensive, public relations efforts such as media outreach and influencer partnerships can often be done at little to no cost. This can be especially beneficial for startups and small businesses that may not have the budget for large advertising campaigns.

Another benefit of using public relations in growth marketing is that it can help businesses build a positive reputation. By managing relationships with the media, industry influencers, and the public, businesses can create a positive brand image that can differentiate them from competitors. This can lead to increased customer loyalty and a stronger overall brand.

Finally, public relations can be used to manage crisis situations. By proactively addressing potential issues and responding quickly to negative feedback, businesses can protect their brand reputation and maintain customer trust. This can be especially important in industries where trust is a critical factor in purchasing decisions.

In summary, the benefits of using public relations in growth marketing are numerous. From increased brand awareness and cost-effectiveness to building a positive reputation and managing crises, public relations can be a key component of a successful growth marketing strategy.

The role of media relations in growth marketing

The role of media relations is a critical aspect of public relations and a key component of growth marketing. Media relations involves building and managing relationships with journalists, bloggers, and other members of the media to generate positive media coverage for a business or organization.

In growth marketing, media relations can play a vital role in creating brand awareness and driving growth. By generating positive media coverage, businesses can reach a wider audience and build credibility and trust with potential customers. This can lead to increased website traffic, social media engagement, and ultimately more sales.

Media relations can also be used to generate buzz around a new product or service. By pitching a story to the media, businesses can create anticipation and excitement among their target audience, leading to increased interest and sales when the product or service is launched.

In addition to generating positive media coverage, media relations can also be used to respond to negative press or reviews. By addressing any concerns or issues that may arise, businesses can maintain a positive brand image and customer trust.

However, effective media relations requires a strategic approach. Businesses must identify the right media outlets and journalists to target, craft compelling pitches and press releases, and build and maintain relationships with key influencers in their industry. This requires a deep understanding of the media landscape and the needs and interests of journalists and other members of the media.

In summary, the role of media relations is critical in growth marketing. By generating positive media coverage, building brand awareness, and managing crisis situations, businesses can effectively drive growth through their public relations efforts. However, success in media relations requires a strategic approach and a deep understanding of the media landscape.

Building and maintaining relationships with journalists and media outlets

Building and maintaining relationships with journalists and media outlets is a crucial aspect of media relations and a key component of a successful growth marketing strategy. By establishing strong relationships with members of the media, businesses can generate positive media coverage, build brand awareness, and ultimately drive growth.

To build relationships with journalists and media outlets, businesses must first identify the right media outlets to target. This may involve researching industry-specific publications, national or regional news outlets, or relevant blogs or social media influencers.

Once the right outlets have been identified, businesses can start building relationships with journalists and editors. This may involve sending personalized pitches or press releases, offering expert commentary on industry trends, or providing exclusive access to new products or services.

It's important to remember that building relationships with the media takes time and effort. It's not a one-time task but a continual process of maintaining contact, providing value, and demonstrating expertise. By showing that they are a reliable source of information and a valuable partner to journalists, businesses can establish themselves as a go-to source for industry news and insights.

Maintaining relationships with journalists and media outlets also requires consistent and timely follow-up. This may involve responding to media inquiries quickly and professionally, providing additional information or context when requested, or following up after an article or feature has been published.

By building and maintaining relationships with journalists and media outlets, businesses can effectively leverage the power of the media to reach a wider audience, build brand awareness, and ultimately drive growth. However, success in media relations requires a strategic approach and a commitment to building and maintaining relationships over time.

How to leverage influencer marketing for growth through public relations

Influencer marketing has become an increasingly popular marketing strategy for businesses looking to reach a wider audience and drive growth. By partnering with influencers in their industry or niche, businesses can tap into their followers and influence to generate buzz around their brand and products.

However, influencer marketing is also a key component of public relations and can be leveraged to drive growth through positive media coverage and increased brand awareness. Here are some tips for leveraging influencer marketing for growth through public relations:

  1. Identify the right influencers: Businesses should identify influencers who have a following that aligns with their target audience and brand values. This may involve researching popular social media accounts, industry-specific blogs or publications, or other relevant influencers.

  2. Build relationships with influencers: Once the right influencers have been identified, businesses should build relationships with them. This may involve sending personalized outreach emails, offering exclusive access to products or services, or providing other incentives for the influencer to promote the business.

  3. Leverage influencer content for media outreach: Influencer-generated content can be a valuable asset in media outreach efforts. By including influencer content in press releases or media pitches, businesses can add credibility and a human touch to their messaging.

  4. Monitor influencer mentions: Businesses should actively monitor influencer mentions of their brand or products. This can provide valuable insights into how their brand is perceived by the influencer's followers and can help them respond quickly to any negative feedback or issues.

  5. Measure and track results: To effectively leverage influencer marketing for growth through public relations, businesses should measure and track the results of their efforts. This may involve tracking website traffic, social media engagement, or other key performance indicators.

By effectively leveraging influencer marketing for growth through public relations, businesses can tap into the power of social media and influencer influence to reach a wider audience, generate positive media coverage, and ultimately drive growth. However, success in influencer marketing requires a strategic approach and a commitment to building and maintaining relationships with influencers over time.

Creating a successful PR strategy for growth marketing

Creating a successful PR strategy for growth marketing requires careful planning and a strategic approach. Here are some tips for developing an effective PR strategy that can help businesses reach a wider audience, generate positive media coverage, and ultimately drive growth:

  1. Set clear goals: The first step in developing a successful PR strategy is to set clear goals. This may involve defining specific objectives, such as increasing brand awareness, generating more leads, or driving sales. By setting clear goals, businesses can focus their PR efforts on achieving the outcomes that matter most to them.

  2. Identify key messages: Businesses should identify the key messages they want to convey through their PR efforts. This may involve developing messaging around their brand values, unique selling propositions, or other key aspects of their business.

  3. Define target audiences: To effectively reach their target audiences, businesses must first identify who those audiences are. This may involve conducting market research to understand their customers' demographics, interests, and pain points.

  4. Develop a media outreach plan: Businesses should develop a media outreach plan that outlines the tactics they will use to reach their target audiences through the media. This may involve sending press releases, pitching stories to journalists, or leveraging social media to reach influencers and followers.

  5. Create valuable content: Businesses can generate positive media coverage by creating valuable content that is relevant to their target audiences. This may involve developing blog posts, whitepapers, or other resources that provide insights or solutions to common pain points.

  6. Measure and track results: To ensure that their PR efforts are driving growth, businesses should measure and track their results. This may involve tracking website traffic, social media engagement, or other key performance indicators.

By following these tips, businesses can develop a successful PR strategy that effectively leverages the power of the media to reach a wider audience, generate positive media coverage, and ultimately drive growth. However, success in PR requires a commitment to ongoing planning, execution, and measurement.

Measuring the impact of public relations in growth marketing

Measuring the impact of public relations in growth marketing is essential for businesses that want to track the effectiveness of their PR efforts and optimize their strategies for driving growth. Here are some tips for measuring the impact of public relations in growth marketing:

  1. Set clear metrics: The first step in measuring the impact of public relations in growth marketing is to set clear metrics that align with the business's goals. These may include metrics such as website traffic, social media engagement, media mentions, or sales.

  2. Use analytics tools: To effectively measure PR impact, businesses should use analytics tools that allow them to track key metrics over time. Google Analytics, for example, can be used to track website traffic and conversion rates, while social media analytics tools can be used to track engagement and follower growth.

  3. Conduct surveys and focus groups: Businesses can also measure the impact of their PR efforts by conducting surveys and focus groups to gauge public perception of their brand or product. This can provide valuable insights into how their PR efforts are being received and whether they are driving growth.

  4. Monitor media mentions: Businesses should actively monitor media mentions of their brand or product to track the reach and impact of their PR efforts. This can also provide valuable feedback on how their messaging is resonating with journalists and their target audience.

  5. Measure ROI: To truly measure the impact of their PR efforts on growth marketing, businesses must measure the ROI of their PR initiatives. This involves calculating the costs associated with their PR efforts and comparing them to the benefits in terms of increased revenue or other key metrics.

By effectively measuring the impact of public relations in growth marketing, businesses can optimize their PR strategies for driving growth, adjust their messaging to better resonate with their target audience, and ultimately achieve their growth goals. However, success in measuring PR impact requires a commitment to ongoing measurement, testing, and optimization.

Common mistakes to avoid in public relations for growth marketing

While public relations can be a highly effective strategy for driving growth in marketing, there are several common mistakes that businesses should avoid to ensure the success of their PR efforts. Here are some of the most common mistakes to avoid in public relations for growth marketing:

  1. Focusing too much on self-promotion: While it's important for businesses to promote their brand or product through PR, focusing too much on self-promotion can turn off journalists and audiences. Instead, businesses should focus on creating valuable content that provides insights, solves problems, or educates their target audience.

  2. Ignoring the target audience: Businesses must keep their target audience in mind when creating their PR strategy. Ignoring the needs and interests of their target audience can result in messaging that doesn't resonate with them, and ultimately, fails to drive growth.

  3. Being too reactive: Businesses that are too reactive in their PR strategy may miss opportunities to proactively promote their brand or product. Instead, businesses should be proactive in their outreach and seek opportunities to promote their brand or product through the media.

  4. Failing to measure results: Failing to measure the impact of PR efforts can result in missed opportunities for growth. Businesses must track key metrics and measure the ROI of their PR initiatives to determine their effectiveness.

  5. Neglecting relationships with journalists: Building strong relationships with journalists is critical for businesses that want to generate positive media coverage. Neglecting these relationships can result in missed opportunities for growth and negative media coverage.

By avoiding these common mistakes and focusing on building strong relationships with the media, creating valuable content that resonates with their target audience, and actively measuring the impact of their PR efforts, businesses can effectively leverage the power of public relations to drive growth in their marketing strategy.

Case studies of companies that have successfully used public relations in growth marketing

When it comes to growth marketing, public relations can be a powerful tool for building brand awareness and driving business growth. Many companies have leveraged PR effectively to achieve their growth goals. Here are a few case studies of companies that have successfully used public relations in growth marketing:

  1. Dropbox: Dropbox is a cloud storage company that grew from 100,000 to 4 million users in just 15 months using public relations. Their strategy involved building relationships with key tech bloggers and journalists who wrote about their product and helped to generate buzz around it. As a result, Dropbox was able to attract millions of new users and secure millions of dollars in funding.

  2. Airbnb: Airbnb used public relations to drive awareness and growth in its early days. They did this by leveraging the power of user-generated content and user stories. By encouraging users to share their experiences on social media and working with bloggers and influencers to promote their service, Airbnb was able to generate buzz and drive significant growth.

  3. Slack: Slack is a workplace communication platform that used public relations to drive growth in its early days. Their strategy involved targeting influential tech journalists and bloggers with exclusive access to their product before it launched. This generated a lot of excitement and helped to position Slack as an innovative and essential tool for modern workplaces. As a result, Slack grew rapidly and became one of the most successful workplace communication platforms in the world.

  4. Warby Parker: Warby Parker is an eyewear company that used public relations to drive growth through influencer marketing. By partnering with fashion bloggers and other influencers, they were able to generate buzz and drive traffic to their website. They also used targeted PR campaigns to generate media coverage and position their brand as a leader in the eyewear space.

These case studies demonstrate how companies can use public relations to effectively drive growth and achieve their business goals. By building relationships with journalists and influencers, generating buzz around their product or service, and measuring the impact of their PR efforts, companies can leverage the power of PR to successfully grow their business.

Over to you

Public relations can be a powerful tool for driving growth in marketing. By building relationships with journalists and influencers, generating buzz around a brand or product, and creating valuable content that resonates with their target audience, businesses can leverage the power of PR to achieve their growth goals. In this article, we explore the role of public relations in growth marketing, including the benefits of using PR, the relationship between public relations and growth marketing, and how to create a successful PR strategy for growth.

We also highlight case studies of companies that have successfully used public relations in growth marketing, and provide insights into measuring the impact of PR and avoiding common mistakes. Whether you're a startup or an established business, leveraging the power of public relations can be a key component of your growth marketing strategy.

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