Download: Making the Most of Media Exposure
The professional services world is passionate about referrals as its primary source of growth. Investment managers, accountants, consultants, and lawyers alike are firm believers in the power of a good relationship. The idea that “it’s a handshake business” is centuries old, and it still holds water, even in today’s digital age. Trusted relationships produce the strongest business leads.
What doesn’t get talked about as much is how public relations plays a pivotal role in nurturing those relationships and ultimately turning them into clients. PR is the glue that connects the dots between building awareness at the top of the funnel and closing the deal. Calling PR the “unsung hero” of marketing might sound a bit dramatic, but it’s not that far off. PR quietly works behind the scenes, pulling together everything a company has to offer—messages, expertise, case studies, and media coverage—to create third-party validation that other marketing tactics simply can’t deliver.
The elephant in the room with PR has always been: How does one quantify the return on investment (ROI)? That’s a tough question, especially in industries like professional services where trust and reputation are the currency of success. But here’s a fun fact: according to the Harris Poll, thought leadership and expert positioning initiatives are estimated to generate 14x ROI. And what’s driving that? Credibility. PR, at its best, generates credibility and visibility that’s nearly impossible to replicate elsewhere.
CRAFTING A THOUGHTFUL PR STRATEGY
When it comes to professional services, an effective PR strategy starts with a few key questions:
• What’s the core message your firm needs to convey?
• Who are the key stakeholders—prospects, current clients, employees—that need to hear this message?
• What’s the goal of each communication effort?
• How is your company positioned against competitors, and what’s your differentiator?
• What content will reinforce that message and build confidence?
These questions aren’t just box-checking exercises—they lay the foundation for aligning PR efforts with broader business goals. Maybe you’re looking to elevate your senior leadership team, emphasize expertise in a specific sector, or break into a new market. Whatever the objective, having these answers in hand helps create a roadmap for where PR efforts should focus.
Take a deeper dive and download the paper, Making the Most of Media Exposure
