When we consider what drives ROI for a business, we usually think of the sales team. While the team is central to ensuring good results with that metric, we shouldn’t overlook the critical role that PR firms play when meting out communications strategies. PR plays a major role in your company’s bottom line. In fact, sales and PR/marketing should not work separately. When the PR team knows what the sales team needs to be successful, it can create powerful tools to help energize those efforts.

So how does this work? PR builds awareness and credibility for your brand, and positive media exposure plays an important role. Media relations is a great avenue to relay your company messaging to a broader audience interested in what you have to offer. It also establishes you as an expert on relevant industry topics.

In addition to securing high-profile media coverage, PR firms can also showcase your thought leadership content, a tactic that can be just as effective as landing a big interview.

Implementing a content marketing strategy can increase your company’s SEO rankings and ultimately drive more traffic to your website. It’s about building relationships, understanding who your audience is, and delivering the type of content they value.

Here are three ideas to get started:

  1. Be a regular content contributor.

As the leader of your business, it’s important to be seen as an expert on topics you’re passionate about and that relate back to your industry. Your communications team can work to secure guest columnist spots on platforms like, or an industry trade’s website if the strategy calls for something more targeted. Link your published columns on the company website in the news section, within a blog post, or both. Promote them on social media channels to reach an even wider audience.


  1. Speak at a conference.

Secure a role as a speaker to contribute to your content marketing strategy. Consider recording your presentation, or parts of it, and posting it online so it can be shared. This also works well with webinars. Host your own and have attendees sign up on your website by filling out a form. Webinars are the gifts that keep on giving. After the webinar is done, create tip sheets and brief e-books based on the discussion to keep attendees engaged beyond the live portion of the webinar.  


  1. Embrace video strategies.

According to Hubspot’s State of Inbound Marketing report, 39% of marketers that participated in the survey are adding Facebook video to their communications mix for 2017. Consider doing it live! Live video is engaging and authentic and it provides ROI through immediate access to metrics that can all be tracked easily.


Click here for more ways PR contributes to your bottom line.

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