If you’re in senior management or an executive in sales and marketing—be it at a technology company, a service provider, a financial institution, or even an emerging startup—let’s discuss a critical, yet frequently overlooked strategy: public relations (PR).
First, no, “PR” doesn’t stand for “press release.” Nor is PR just about drafting a press release and crossing your fingers, hoping for magic to happen. That’s like saying sales is just about shooting off a cold email and waiting for a miracle.
So, what is PR? It’s the tide that lifts all boats. It magnifies the impact of your email marketing, fuels your SEO, bolsters your social media presence, and, above all, makes your sales efforts dramatically more fruitful. With good PR, your company is more than a name, it’s a well-recognized and trusted entity.
Let’s Bust Another Myth
Public relations is far more than fueling visibility. It’s about strategic visibility. It’s about having your voice heard in the right rooms, your articles read by the right eyes, and your brand recognized by the right people.
Most importantly, PR is about influencing what people are thinking and talking about. When the media highlights issues and innovations you’re passionate about, the audience starts thinking along those lines too. Suddenly, you’re both relevant and essential.
In sales, that’s critical.
PR: No Walk in the Park
If you’re thinking PR sounds straightforward, let me stop you right there. Effective PR is an art. It’s like being a skilled salesperson who deals in the currency of attention and reputation. Finding a great publicist is not easy.
Public relations requires a deep understanding of the world of real estate finance, excellent connections in the media world, a knack for storytelling, and very importantly, a ton of persistence. At Strategic Vantage, we’re constantly on the lookout for ideas that resonate, constantly communicating with the right editors and reporters, and constantly pushing the envelope to ensure our clients are not just seen but heard and respected.
And it’s not just that. Our team of publicists is composed of former mortgage brokers and loan officers, most of whom worked in the mortgage trade press before joining Strategic Vantage. They are passionate about this industry, and have the drive to continually generate publicity, week after week.
Elevating Your Business Voice
An effective PR strategy goes beyond the surface-level accolades of being in the spotlight through industry publications or awards. It elevates your company to a position of central importance and influence within your market, ensuring omnipresence.
With a robust PR approach, your company’s name naturally surfaces in critical arenas—boardroom discussions, prestigious awards, industry conferences, and thought-provoking op-eds and articles. It’s about generating an enduring buzz that intensifies each time your company is searched online or mentioned in conversation. That is the essence and true strength of PR.
The Impact of PR
Imagine going into a sales pitch where your potential client already knows who you are. They’ve read about you, heard you speak at a conference, seen your awards, and witnessed all this buzz shared across social media. That’s the power of PR. It warms up the room long before you step into it. It’s about building a presence so strong that by the time you’re making your pitch, you’re already halfway to sealing the deal.
So, here’s the takeaway: incorporating PR into your strategy is essential. It’s not about if you should use PR, but how well you can leverage it to elevate your business. Yes, it’s challenging and requires an investment. But then again, what part of growing a business doesn’t?
Let’s not miss out on the opportunity to use every tool in our arsenal to stand out. PR is one of those tools that, when used effectively, doesn’t just add value—it multiplies it. So, let’s be conversation-makers, trendsetters, and industry leaders, not just participants. That’s the magic of public relations.
For more details on this topic, check out our blog, Boosting B2B Sales in a Challenging Mortgage Market: The Power of Strategic PR.