Public relations (PR) is so much more than making a sale. The industry’s work helps build connections between brands and consumers, place important stories into the media cycle, and allows brands to give back through cause marketing campaigns. And that’s just the tip of the iceberg! Here, we’ve outlined seven benefits of PR to society at large.

1.  Bring Private and Public Policies Into Harmony

Benefits of PR
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It’s easy to just think of PR as press releases and social media posts for B2C brands, but PR is a wide-spanning industry that touches government work, B2B, non-profits, and beyond. Ultimately, the work done by PR professionals helps bring private and public policies into the same sphere and allows individuals on both sides to align. Mutual understanding between various groups and companies leads to greater societal efficiency and less friction, and well-executed PR campaigns can be key to unlocking this level of harmony.

2. Relationship Building

As PR professionals help businesses and individuals tell their unique stories, they leverage their extensive networks. This ultimately leads to building valuable connections between brands and other entities. Whether it’s bringing together a large corporation with a local non-profit or two individuals with similar missions, PR professionals’ work often leads to fruitful, impactful connections. 

3. Connecting Customers with Businesses

When PR pros manage platforms like Facebook and Instagram for a business, they simultaneously open up another reliable pathway for consumers to connect with the businesses they support. Especially, customers that have issues with their product or service can reliably get in touch with a member of the brand’s PR team through DMs or email, as their contact information will be readily available on press releases and across other channels. This, in turn, helps consumers feel heard, while brands can keep purchasers happier.

4. Ethically Shape Beliefs and Ideas

Beliefs and Ideas
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Another societal benefit of PR is the industry’s ability to shape minds and change lives. PR pros are often the masterminds behind the news you read or watch, which means they have an outsized influence in ensuring certain stories get the publicity they deserve. They can use their connections and influence to gain coverage for feel-good stories about local non-profits who give back or a local hero who did great things for the community. They can also ensure media outlets are sharing wholly accurate information and that no information is misrepresented by reporters. PR professionals, when doing their jobs well, can minimize false news stories and accurately reflect actual happenings.

5. Improve Media Literacy

With so many media platforms out there—and more launching every day—it has become increasingly difficult to navigate journalistic biases in the news. PR professionals can ensure stories that are published about their clients are fairly represented and can ask for the removal of false information. If a story is especially inaccurate, PR team members can even ask the editor to take it down or issue an apology statement. Indeed, one of the benefits of PR to society is its ability to help the general public navigate the cluttered media landscape and more easily determine which news is real and which is fake.

6. Increase Corporate Social Responsibility

Benefits of PR
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Have you noticed a recent rise in cause marketing? Besides, PR teams are always looking to tell the most positive stories about their clients, and they often push for increased and improved corporate social responsibility to push narratives about their clients in a positive direction. Not only is this good for large companies because they can spotlight their contributions to society, but their dollars actually help society in the process! Moreover, PR teams can and do assist corporations in putting together 401(c)(3) organizations, developing charitable partnerships, planning and executing corporate volunteering days, and more. All of these actions contribute to positive PR and improve society as a whole.

7. Improved Internal Relations

Just as PR professionals act as a bridge between companies and the public, they can also act as a bridge between companies and their employees. They can help executives connect with the people who work for them and ensure that values, key messaging, and employee happiness are aligned from the top to bottom of an organization. PR professionals can assist executives in crafting messages that accurately represent employee sentiment and funnel feedback upward for leadership’s consideration. Happy employees who feel heard will bring greater contributions to their company.

How can I ensure my PR strategy is benefitting society?

Every good PR strategy should include a few important pillars: positive proactive pitching, social listening, cause marketing, and crisis communications. Cause marketing is the most approachable, and perhaps the most widely replicated, benefit of PR. Use your cause marketing resources to support local charities that mean a lot to your employees, and their genuine interest will shine through in subsequent media coverage. Consider asking your employees what types of causes they feel strongly about and dedicating a member of your PR team to research the best organizations to support in the area. If you approach your cause marketing from a place of authenticity, you’ll be able to ensure your efforts are truly benefitting society. If you’re looking for PR strategy or execution support, especially in the realm of cause marketing, contact us to schedule a call.