PR Is a Long Term, High Growth Investment
May 22nd 2015
In the world of earned media, there is rarer a greater feeling than when months and months of work come to fruition, and a high-impact piece is published in The Wall Street Journal, Fast Company, or other industry publication crucial to our partner’s business … and our client’s happiness.
Sure, we’re driving brand awareness, clicks and sales on a daily basis with online wins, product hits and quick pieces highlighting our clients. But, just like a practical car, luxury handbag or piece of real estate, our work is dedicated to increasing brand worth with real value over time.
Brands, much like individuals, must take smart steps towards leadership in their industry. Long-term, high-growth investments are key, and one essential facet to brand cultivation is the deployment of a PR campaign. A successful program can address immediate needs, via more electronic and social channels than have ever been available, and can also provide high-impact, earned stories that result from months, or even years, of work.
The results of the investment: exponential, not only to public perception, but to the bottom line. Take the Cayman Islands Department of Tourism – over the 14+ year relationship between Mfa and the destination, PR efforts cemented the Cayman Islands as a highly sought after vacation destination, established it as the culinary capital of the Caribbean and implemented one of the first food and wine festivals in the region, and generated year-over-year growth in air arrivals.
Another example is Mfa’s work with national nonprofit KaBOOM! to elevate the importance of incorporating play into city infrastructure (playability). Mfa began working with the organization in the beginning of 2014, launching the campaign in May. In the short term, #playability was a trending topic on Twitter. In the long term, the Wall Street Journal brought play to the masses with a story highlighting top cities and their efforts to bring more play opportunities to their residents, running eight months after the relationship began.
This March, after a year of negotiations and segment planning, the TODAY Show featured its partnership with KaBOOM! in the first of a series of segments. The clip, KaBOOM! corporate sponsor Gymboree reports, drew more people to its stores and to purchase product benefiting the nonprofit.
PR, in essence, isn’t just a short term strategy to achieve a window of success. Yes, quick online coverage can be won, but for maximum results that deliver real impact, a continued investment in PR yields high growth, providing real value over time.
By Prerana Swami
Prerana is a Senior Account Executive within Mfa’s social good division, MFAction. The team specializes in campaign development, original content creation, authentic storytelling, and landing media coverage MFA BLOG BACKLOAD that makes a difference for our nonprofit and for-profit/for-purpose clients. Prerana has deep ties to the social activism and political communities, and champions those working to affect real change. When she isn’t uncovering new media outlets, Prerana’s busy crafting the perfect cocktail or finding the ultimate design inspiration for her apartment.