Many clients expect to see huge results within weeks of starting a PR campaign. However, what businesses need to understand is that PR offers a long term value, with consistent benefits that result in a steady growth of a company. These benefits may not be noticeable as resulting from the PR campaign, but as long as the business is growing and improving, then this is proof that the PR company or in-house department is doing its job. Although there are a number of benefits, some of the main long term benefits of PR include:
- Media Coverage – PR efforts for media coverage often take a long time to set up and prepare before the publication goes to print. For some publications, editorial deadlines can be months in advance. Part of the PR campaign can be media coverage that isn’t released during the campaign but instead afterwards, and media coverage can often bring awareness and increase sales.
- Opportunities – When PR practitioners pitch a story to the reporters, it may not be used straight away but instead in the future. Reporters for the media can often keep a list of potential stories that they can use when needed, so a business may get media coverage or even nominated for an award in the future, a long time after the campaign. The nomination for awards usually take months, so a business may receive recognition for an award and reap the benefits long after the nomination was first made.