AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.
If you are an in-house public relations professional you are likely competing with every other department in your company for a limited technology budget. It’s also pretty unlikely that public relations software tops the CEO’s list of critical, strategic investments. We’ve found that attempts to justify public relations software spending by describing it’s productivity and PR performance enhancing capabilities can fall on deaf ears. If you’re in this situation, it might be a good idea to take another approach. Let’s look at 4 statistics that underscore the reason PR software is an essential tool for today’s brands.
70% of the Buying Process is Complete before a Prospect Ever Reaches Out to a Vendor – Forrester Research
The way people buy has changed. You can no longer rely on sales representatives to educate and persuade customers. Sure, they have a role, but the vast majority of the process now occurs online. PR software helps you ensure the presence of your brand in the media channels where your audience searches for information and is critical to advancing the buying cycle.
25% to 40% of all traffic and lead generation comes from earned media – AdAge
With so much of the buying process occurring online, driving traffic to your website must should be one of the top strategic goals for any company. Investing in PR is a smart way to increase website visits and thereby conversations and ultimately, revenue.
92% percent of consumers around the world say they trust earned media. – Neilson Research
Owned media is great, but as Neilson proved, its power pales in comparison to earned media. The strength of earned media means that competition for the attention of reporters and influencers is fierce. Public relations software is a critical ally in crafting customized, timely pitches that will appeal to those in this position of trust.
78% of consumers trust peer recommendations – only 14% trust advertising – Pew Statistics
It is also worthy of note that 4 out 5 consumers have changed their minds about a recommended product due solely to negative information found online. These twin statistics show why brand reputation management is an increasingly important aspect of public relations. PR software puts you in the best position to quickly respond to negative online word-of-mouth and to effective leverage positive comments and reviews.
The math makes it clear that PR can help get people to your website, move them through the buying cycle, and give them confidence in their decision to choose your brand. Public relations software helps your organization maximize its effectiveness and leverage data to achieve better, tangible results. Statics like these make this vital investment too compelling to ignore.