Building the case for PR: Helping startups succeed

Let’s continue with the analysis that I began in yesterday’s post on law’s status as a respected profession and the fact that public relations is generally held in lesser esteem. The question a few people posed to me in emails is: “What can we do to garner more status and prestige for PR?”

For me, the first, most glib answer is: show people how PR can help them generate value. That usually means finding ways to aid business develop or to be part of the starting business plan for a new enterprise.

In this world driven by social media and interpersonal connectivity, the very fundamental element of marketing a new product is building a community around it. That means that public relations and communications management, should – in theory – be a first call for startups. Why isn’t it?

The answer lies in the fact that many PR people appreciate and understand publicity, celebrity and influence, but they often don’t have as thorough an understanding of how commerce or business works.

So the low-hanging fruit is for PR pros to gain an understanding of how businesses work: how they develop the relationships necessary to create a product, bring through production and to market. Then the case for introducing PR into that value chain could be easier to identify.

Really, the role of PR is to create and manage the relationships necessary for businesses to bring commercial success.

 

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