One of the most important factors in continuing to thrive as a company providing PR services is to continually communicate the value that PR delivers. If PR execs aren’t able to communicate that, guess who is the first on the chopping block when their clients are tightening their budgetary belts? That’s right—you, the PR agency.

And since PR delivers very real, measurable results, it is incumbent upon the PR practitioners executing outreach and PR strategy that we educate them on why they should keep us around.

The list of reasons to execute ongoing PR efforts is long, but here are a few:

    • Media hits (driven by PR outreach) can have a huge impact on a brand’s SEO. Search engines (aka Google, unless you’re one of the 10 people in America who are still on that Ask Jeeves train) value backlinks from reputable, higher-traffic websites. The more high quality, keyword-rich content about a brand that is published on reputable sites and backlinked back to said brand’s website, the more legitimate that brand’s website is considered through the eyes of Google. The net-net is that the more media hits mention and backlink to your website, the better your brand will rank on Google.  
    • Good storytelling attracts talent. Many industries are facing a lack of qualified job candidates, and therefore face higher competition in wooing those who are qualified. But PR and social media efforts can publicly tell the brand story, differentiators, even reasons why X Company is a great place to work. The impact such stories can have on brand perception can make a real, positive impact in attracting qualified candidates.
    • PR plans can be constantly tailored to the needs and goals of the brand—even when those goals change. Good PR teams are nimble and able to revise their strategies based on what’s working, what’s not, and what goals are highest priority. PR isn’t static—it’s ever-evolving based on a client’s needs and goals. Which means that when priorities shift, PR strategy can shift along with it.

What would you add to this list?