You might think that public relations and sales are two separate facets of your business, but you may be surprised to hear that PR works best in direct collaboration with sales to create one congruent experience for your customer. Here are a few ways in which PR and sales can work together.
Sharing Information: Your sales team is out in the field every day getting tremendous feedback and insight into your target market. Why let all that good information remain siloed? Let your sales team help inform the PR strategy by sharing insights, such as what your target market cares about, what they’re reading and what resonates with them. This might help develop a pitch, drive story angles and even identify new media outlets.
Exposure Is Good For All: It’s hard being a salesperson, especially when initially getting in the door to introduce the company. However, PR can lay the groundwork by helping your company get exposure. Instead of getting, “You’re calling from where?” from customers, how refreshing would it be for your salespeople to reach out to a target market that’s already familiar with the brand?
Building Credibility: Thought leadership is the name, and credibility is the game! When your leaders are featured in reputable publications, it can open the door for sales, as it proves that the company is at the top of its game and knows what it’s talking about.
Following Up: Coming up with a reason to follow up can be a struggle for your sales team. However, a PR win, such as a placement in a publication or thought leadership feature, can be a great lead-in to reopening a conversation. Sales teams can forward these wins with a note saying they thought the client might be interested in the information.
Creating Social Content: PR wins are also a great item to promote on social media. Because they provide such valuable third-party credibility, most companies will share their media placements online to increase exposure for wins. Many also invest in “boosting” the posts to reach specific target audiences or decision-makers. Right message, right audiences, right time.
Website Content: Any articles that don’t secure placement in a publication can be featured on your website. This type of content can become a part of the lead generation funnel, guiding potential customers to your website, helping to collect emails and providing more leads for your sales team.
As Seen On: When a PR firm secures a placement that has a big name attached, such as being featured in Oprah’s magazine or on The Ellen DeGeneres Show, the company will be able to include that in their marketing. This can be a very high-performing strategy that can really help the sales team tie everything together for the customer.
PR And Sales, Unite!
Gather the team, and start generating some business. These are just a few ways in which PR and sales can work together to help grow revenue and build business. Make sure that your sales team knows what placements are at their disposal and how they can use PR content to their advantage. Additionally, any insights your sales team would like to provide will surely be appreciated.
Co-Founder of Beyond Fifteen Communications, a SoCal PR and communications firm known for taking clients beyond their 15 minutes of fame.