In the professional services industry, trusted relationships and word-of-mouth referrals often define success. Behind that competitive, trust-based market, public relations (PR) plays an unsung yet vital role in fostering these relationships and converting leads into clients. PR might not always be visible, but its strategic impact is profound, serving as the connective tissue that holds the marketing puzzle together.
Consider the nature of professional services—investment managers, accountants, lawyers, and consultants rely on reputations built over decades, if not centuries. These firms thrive on credibility and trust, which in turn feed into business growth through referrals.
But traditional approaches like handshakes and face-to-face interactions only go so far. In today’s digital world, potential clients often begin their search for services by looking up firms online or reading industry-related content. Professional services firms cannot afford to be too far below the radar; they should manage their digital presence and position themselves as thought leaders to reinforce their credibility.
Maximizing ROI Through Thought Leadership
A well-conceived PR strategy enhances the perception of a firm’s value, creating a ripple effect that solidifies its reputation. In fact, a recent study found that initiatives focused on thought leadership and expert positioning can generate up to 14x ROI. This return isn’t just a lucky break—it’s a calculated result of targeted messaging that aligns with the firm’s broader goals. PR is uniquely positioned to elevate leadership profiles and highlight a firm’s distinct expertise, helping to establish a narrative that resonates with potential clients and referral sources alike.
Case Study: Rejuvenating a Centuries-Old Brand
Longview Strategies worked with a global management consulting firm that was struggling to rejuvenate its centuries-old brand in the U.S. market. The firm needed a strategy that not only built brand awareness but also instilled trust among potential clients. Longview employed its “newsdesk” model, targeting multiple industry sectors simultaneously to create media opportunities that reinforced the firm’s standing. Over the course of one year, the PR efforts resulted in over 80 media features, reaching a combined audience of 660 million. Such a comprehensive approach to PR led to increased visibility and greater engagement with key stakeholders, ultimately supporting the firm’s growth objectives.
The power of PR doesn’t lie in superficial mentions in top-tier publications; it’s in the nuanced crafting of a brand narrative that consistently reinforces credibility. In a survey conducted by the Public Relations Society of America (PRSA), 85% of executives acknowledged that PR is essential for managing brand perception. This understanding extends beyond simply announcing news—it’s about guiding the firm’s voice through ever-evolving market dynamics and ensuring that messaging is consistent across all channels.
For companies looking to carve out a competitive edge, leveraging PR effectively can differentiate them in a crowded field, helping to build lasting trust and generate new business through a well-managed reputation.
Integrating PR with Marketing for Greater Impact
The true strength of PR is its ability to integrate with other marketing functions. Whether it’s content marketing, digital campaigns, or sales efforts, PR can amplify messaging and extend a firm’s reach. It works best when it’s seen as a strategic driver rather than a supplementary tool. For professional services firms looking to grow, PR is a key lever that can transform passive awareness into active engagement and, ultimately, business growth.
Take a deeper dive into our PR strategy in our latest white paper: Making the Most of Media Exposure
Is your public relations execution giving you an edge? Contact us to find out how we can help.
