Public Relations
At Parker our public relations experience and expertise runs deep. It’s not the only thing we do, but it’s at the core of everything we do. The role of public relations in the B2B tech marketing mix may have changed, but it’s importance has not. PR remains one of the most effective tools in the marketer’s toolkit for practicing the social science of opinion influence. In many ways it’s never been more relevant than today.
When you engage with traditional and trade media, you gain positive awareness and market traction. You enhance your reputation. You begin to capture a little mindshare. Whether you’re a start-up, an emerging 
growth company or a large, established firm, PR adds real value.
The mainstream and social media worlds are totally intertwined. Each enhances the other, so that choosing just one seldom enhances your results. The right way to assess PR in this new media landscape is as a zero sum game. Yes, you can elect to do nothing but social media and search—but why would you want to? Without the reinforcing effect of PR, they would be less effective.
You simply can’t be successful in PR without asking these questions:
• What new and interesting, fresh insight do you bring to the table?
• What have you communicated, offered, or done that no one else has?
• How do you show you have credibility on this subject?
• Who else thinks like you do? What do they know?
• What problems have you solved, and for whom?
• Have you taught us something and/or entertained us in a meaningful way?
• Why should I care? So what? What possible reason have you given me to consume your content rather than ignore it?
These are familiar questions. You must address them anyway to be successful with content and social. If you understand that, you’ll realize the incremental cost of PR has dropped.
A well-executed public relations effort amplifies the impact of all your marketing outreach. Increasing the value and results of other marketing and communications programs has always been a major benefit of PR. Today, with more media, more content, more channels and more difficulty than ever connecting with target audiences, the case for PR is not weaker, it’s stronger. PR will lift your Content Marketing, and your Social Media efforts—if you get it right. It will help to generate leads (acquisition) and help keep customers happy (retention).
Let us help you develop a PR program that more than carries its weight in the marketing mix.
