Nowadays businesses are bombarded with challenges, from shifting consumer behaviours to a saturated online marketplace.
With social media algorithms constantly changing and trust in advertising declining, companies that neglect Public Relations (PR) and strategic communications risk fading into obscurity.
As Head of Communications at Champions (UK) plc, I’ve seen first-hand how investing in PR can transform a brand from an unnoticed name into a market leader.
The Value of PR in a Crowded Market
It’s no secret that we’re living in an era of information overload. Studies show that the average consumer is exposed to between 6,000 and 10,000 ads per day (Forbes, 2023). With so much competition for attention, simply having a great product or service is not enough. You need a story that resonates and a strategy that ensures it reaches the right audience.
PR does exactly that. It builds credibility and positions brands as thought leaders in their industries. According to the Edelman Trust Barometer 2023, consumers are four times more likely to buy from a brand they trust, and PR is a key driver of that confidence.
Unlike advertising, which is often met with scepticism, PR leverages earned media and authentic storytelling to create lasting brand affinity.
PR is not a ‘nice-to-have’, it’s a business essential
Some businesses see PR as an optional expense rather than a necessity.
But consider this: brands that maintain a strong PR presence recover 2.5 times faster from a crisis than those that don’t (Harvard Business Review, 2022). Communications strategies ensure businesses remain resilient and relevant, from anything you are launching a new product
Furthermore, 92% of consumers trust earned media, such as news articles and influencer recommendations, over traditional advertising (Nielsen, 2023). That means a well-placed feature in a respected publication or a strong social media reputation can carry far more weight than a costly ad campaign.
The Digital Landscape Demands a PR-First Approach
The way audiences consume content has changed dramatically.
Social media engagement and influencer partnerships are now fundamental to building brand visibility. According to HubSpot’s State of Marketing 2023, businesses that integrate digital PR strategies see an increase of 55% in organic brand mentions, which directly influences search engine rankings and customer trust.
Google’s latest algorithm updates also prioritise brands with strong online reputations, meaning PR is now a critical factor in SEO success. Consistently appearing in high-authority publications and industry discussions not only boosts credibility but also enhances discoverability online.
The ROI of PR: A Smart Investment for Sustainable Growth
Many business leaders hesitate to invest in PR due to concerns about measuring return on investment (ROI). However, research from the Public Relations Society of America (PRSA) in 2023 shows that businesses with ongoing PR efforts experience a 30% higher brand recall and a 20% increase in customer retention compared to those without a strategic communications plan.
Additionally, PR influences buyer decisions at every stage of the funnel.
From initial awareness through media coverage to final conversion through expert-led thought leadership, a comprehensive PR strategy lowers customer acquisition costs while increasing long-term loyalty.
PR is the key to standing out
The bottom line? Businesses that fail to prioritise PR and communications will struggle to stand out in an increasingly crowded market.
In contrast, those who invest in strategic PR will build stronger brand reputations and drive increased enquiries and therefore conversions.
At Champions, we specialise in PR and communications strategies that deliver measurable results.
If you are ready to elevate your brand above the noise, visit our dedicated PR & communications page or contact us to learn how we can help you craft a PR strategy that drives real business impact.