We know that PR can be a powerful tool to complement marketing efforts.
However, within some technology companies, teams may downplay the importance of PR–often because they think it’s not as tangibly measurable as other activities. Admittedly, the benefits of PR for software-as-a-service (SaaS) businesses often are silent. This doesn’t help SaaS communicators make the case for talking up PR’s influence during board meetings.
As communicators, we need to help company leaders understand that direct customer acquisition is not the only reason to do PR; often, it is the least important reason.
We have to make a case to broaden the view of PR’s power, from recruiting and fundraising to social proof.
Here a few points to support your argument:
It’s much harder for companies to attract funding when nobody has heard of them. The opinions of others influence investors, whether that’s thought leadership or news articles, reports or interviews. Earned coverage and perceived expertise of your executives will have a direct impact on how a venture capitalist (VC) views your company. This alone is a great reason for investing in PR.
SaaS expert and VC Mark Suster says, “Great PR could add $10 million to your valuation or increase your chances of closing a round 2x.” So, making sure you have good press is far from a vanity project; it adds to the bottom line and can prove beneficial, even years down the road.
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