For the most part, sales and marketing views PR/corporate communications’ role to be high in the funnel, says Scott Gillum, channel marketing practice leader at global communications agency Gyro. “Some would even say that its focus is on ‘above the funnel’ activities.” But, says Gillum, if used strategically, PR activities can be very effective in playing a critical role in supporting sales. Here’s how:
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Creating an impression: Typically thought of as a primary role of PR, but the ability to create a perception that the company plays in a “space” gets the company in the consideration set and the sales force in the deal.
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Damage control: As they say, “things happen,” and how a company handles crises may be the difference between losing or retaining a customer. PR can help get out in front of an issue, explain the company’s position, and help the sales force navigate what can be a difficult conversation.
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Checking a competitor: A huge concern for sales is having a competitor leap frog ahead with a new solution or product. PR can create the impression that the company has a similar product or solution when in reality it may not.
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Building momentum: There’s nothing better for a salesperson than a product that sells itself. Creating excitement in the market for a product or solution helps generate inbound leads which have the highest close rates.
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Enabling and managing social media: In certain industries, such as technology, social media is owned by PR/corporate communication. This important channel for engaging with customers can provide sales with new insights into customer behaviors, needs and motivations.
PR News subscribers can read more about PR's role in boosting sales in: "Get Closer to Sales: Six Proven Strategies to Better Enable Your Sales Force."