by pulseprni | Mar 27, 2025 | Clients, Opinion
Grainne McGarvey | Pulse PR Director
Public Relations has long been seen as the “softer” side of marketing – brand awareness, reputation management, thought leadership. But PR, when done right, delivers real business results. I recently worked with a client on a new service launch, and the outcome clearly demonstrates why PR can work, even for companies based in Northern Ireland aiming to reach global markets.
Our campaign with ARC Regulatory secured strong coverage in the business press in Northern Ireland – a great win in itself. But what happened next truly showcased the power of PR in today’s interconnected world. Thanks to strategic promotion on social media – especially LinkedIn – the coverage reached potential customers in the US, who saw the story and, crucially, it helped tip the balance and get them over the line.
PR didn’t just create buzz – it had a direct impact on sales.
But that’s not all. The PR exposure sparked enquiries from a number of potential new clients, all interested in the company’s services. Website traffic saw a huge spike, and LinkedIn engagement went through the roof. This is exactly why PR should not be underestimated. It’s not just about getting your name out there – it’s about aligning your story with your business goals and reaching the right people in the right way.
Why PR Works – And Keeps Working:
Here are a few additional reasons why PR is such a powerful tool:
- Credibility and Trust: Being featured in respected media outlets lends third-party credibility that advertising simply can’t replicate. It positions your brand as a trusted leader.
- Amplification on Social Media: In the age of LinkedIn, X and Instagram, media coverage has a second life. PR stories can be amplified across platforms, extending their reach far beyond the original audience.
- SEO and Web Traffic: Online articles and mentions can boost your SEO, driving more organic traffic to your website and increasing your visibility on search engines.
- Lead Generation: As seen with our campaign, PR can generate real leads. When potential clients see your success, they want to be part of it.
- Global Reach from Local Roots: As this case showed, you don’t need to be based in New York or London to make a global impact. PR can transcend borders, especially when leveraged through digital platforms.
- Long-Term Value: A good PR story keeps delivering value over time. Media coverage stays online, continues to be shared, and often gets referenced by others.
Final Thoughts
In an increasingly noisy marketplace, PR helps you cut through the clutter with authentic, compelling stories that resonate. It’s about more than just coverage – it’s about connection, conversion, and growth. Whether you’re targeting customers down the road or across the Atlantic, PR can work – and work wonders – for your business.
Get in touch if Pulse PR can help your business: Info@pulseprni.com
by pulseprni | Jan 17, 2025 | Clients, Opinion
Grainne McGarvey | Pulse PR Director
As many of us start 2025 with enthusiasm and ambitious plans, it can be challenging to decide where to allocate our PR budgets. Here are my thoughts on key priorities to focus on in public relations and content this year.
Thought Leadership: Position Yourself as an Authority
Establish key leaders in your organisation as trusted voices within your industry. You can publish original insights if you work in niche areas, participate in relevant podcasts, and secure speaking engagements to strengthen credibility. Also, media outlets often refresh their contributors and columnists at the start of the year so this could be the perfect opportunity to pitch thought leadership content.
Authenticity and Transparency: Build Trust Through Honesty
In an age of misinformation, customers value brands that are open and accountable. Regularly share updates on your operations, sustainability goals, and diversity initiatives. Be upfront about mistakes and the steps you’re taking to address them. An example could be if you are experiencing supply chain delays you could issue a transparent explanation and provide proactive updates to maintain customer trust.
Embracing AI: Use Technology Responsibly
Artificial intelligence is reshaping the PR industry, offering incredible efficiency but also requiring ethical consideration. You can use AI tools for repetitive tasks like data analysis, social listening, and automated media monitoring, freeing up your team for more creative work. Develop clear AI policies addressing transparency, bias, and data privacy. Train your team to responsibly integrate AI into workflows without compromising the human touch.
Sustainability and Social Responsibility: Show You Care
Consumers are prioritising brands that demonstrate authentic commitment to ethical and environmental causes. With this in mind, promote your green initiatives, ethical supply chains, and community impact through transparent PR campaigns. Avoid “greenwashing” by providing verifiable data to back your claims. Highlight measurable milestones, such as achieving 80% recyclable packaging or donating a specific amount to community programmes.
Data-Driven Storytelling: Ground Your Narratives in Facts
Telling great stories is essential, but data makes them credible. Use surveys, case studies, and statistics to back your narratives. Turn complex data into compelling visuals like infographics or animated explainer videos to engage your audience. If you are a tech company for example you could share a report on how its product improves productivity, supported by case studies and user testimonials.
Crisis Management: Be Ready to Act Quickly and Strategically
In a world where news spreads instantly, preparing for crises is critical. According to PwC’s 2023 Global Crisis Resilience Survey, 96% of organisations experienced a crisis in the past two years. Those without plans suffered longer recovery times and greater reputational harm. With this in mind, now is the perfect opportunity to create a comprehensive crisis management plan designed to address a range of scenarios, from social media controversies to product recalls. Identify a response team that includes communications, legal, and leadership personnel trained to handle high-pressure situations and create up-to-date communications templates to reflect current risks and public expectations..
Good luck with your plan and wishing you success in 2025!
Can Pulse PR help your business? Get in touch at info@pulseprni.com
by pulseprni | Nov 2, 2024 | Clients, Opinion
Grainne McGarvey| Pulse PR Director
I’ve been teaching a course at Ulster University for final-year PR students, where I share insights on the industry and exploring how professionals manage and shape the reputations of companies, brands, and individuals. As digital media continues to grow, the demand for skilled PR professionals is higher than ever. If you’re a student looking to break into this field, or thinking about moving into the industry, here is some practical advice to get you started.
Understand What PR Entails
Before working in any field, it’s essential to understand what the work involves. In PR, you’ll be responsible for crafting stories, communicating brand messages, and managing public perception. PR professionals work on tasks like writing press releases, coordinating media coverage, planning events, and managing social media. Researching PR industry standards, job roles, and specialisations, such as corporate PR, social media management, or crisis communication, will help you decide if it’s a good fit.
Build Foundational Skills
PR requires a unique set of skills. Here are some core skills to focus on:
- Writing and Communication: Strong writing skills are fundamental in PR, where clear messaging and persuasive writing can make a big difference. Take classes in journalism, creative writing, or business communication to build this skill.
- Research: Good PR relies on knowing your audience, your client’s industry, and the media landscape. Practice research by staying current on industry news and following trends.
- Public Speaking: PR often involves public speaking, media relations, and pitching ideas. Look for public speaking or debate clubs to practice.
- Social Media: Social media platforms are powerful tools in PR. Get familiar with social media strategy, engagement tactics, and analytics.
- Media Knowledge: Immerse yourself in local media. Understand the various outputs, know your market and be aware of journalists in the sector you are interested in.
Choose Relevant Coursework
Many universities offer PR courses, but if yours doesn’t have a dedicated PR programme, look for classes in:
- Journalism or Media Studies: These courses help you understand the media’s role, a crucial part of PR.
- Marketing and Communications: Marketing courses often cover branding, audience analysis, and storytelling—key skills in PR.
- Business Management or Ethics: These help you understand corporate structure and the ethical considerations in PR, especially in crisis management.
Gain Practical Experience through Internships
Internships are one of the most direct paths into the PR world. Many companies and agencies offer internship programs specifically for students, providing hands-on experience. To make the most out of a PR internship:
- Network and Learn: Connect with professionals in the agency or department. Observe how they handle media relations, create content, and interact with clients.
- Be Open to Various Tasks: Interns in PR often perform a wide range of tasks, from writing press releases to coordinating events. Embrace each task as a learning opportunity.
- Look for PR Internships Across Sectors: PR jobs exist in every industry, from fashion to tech to non-profits. Exploring multiple sectors during your internship period can give you a broad view of the PR landscape.
Create a Portfolio
A portfolio can showcase your skills and experience, which is especially helpful when applying for jobs. Your portfolio could include:
- Writing Samples: Include press releases, blog posts, articles, and other content you’ve created, whether for school, internships, or personal projects.
- Social Media Campaigns: If you’ve managed a social media account or campaign, highlight these efforts, detailing the engagement rates, follower growth, and campaign success.
- Projects or Case Studies: Document PR strategies you’ve developed, including the problem, approach, and results. A case study format can show employers how you tackle PR challenges.
Build Your Personal Brand
Show your familiarity with PR by managing your own online presence strategically. Employers often look at candidates’ social media profiles, so a well-curated LinkedIn, X, or personal blog can help you stand out. Here are some tips:
- Share Industry News and Trends: Show your awareness by sharing relevant news articles and your thoughts on current PR trends.
- Engage with PR Professionals Online: Follow and engage with PR agencies, industry leaders, and professional associations on LinkedIn and Twitter.
- Start a Blog or Website: Writing blog posts about PR topics or industry insights shows your passion and understanding.
Network in the Industry
Networking can make a significant difference in your job search. Start with simple steps:
- Attend Industry Events: Many PR organisations hold events, panels, and webinars open to students. These provide chances to meet professionals and learn about the industry’s latest developments.
- Use LinkedIn for Outreach: Don’t hesitate to reach out to PR professionals on LinkedIn. Ask for informational interviews to gain insights and career advice. Many people are happy to help students starting their careers.
Learn How to Pitch Yourself
Being able to confidently introduce yourself and discuss your skills is a core component of working in PR. Practice delivering a clear, concise pitch about your experience, interests, and goals. When networking or in interviews, this pitch can make a memorable impression and show that you have the communication skills essential to PR.
Stay Updated on Industry Trends
The PR industry is constantly evolving, especially with digital technology transforming the field. To keep up, make a habit of reading PR-related publications and blogs, such as PR Daily or PRWeek. You could also follow thought leaders in PR on LinkedIn and X to get real-time insights on industry trends.
Consider Freelance Work
If internships are hard to come by, try freelancing or volunteering. Offer your services to local non-profits, small businesses, or school clubs. Handling PR for these organisations can provide excellent experience, build your portfolio, and give you practical insights.
Keep Learning Beyond Graduation
PR is a dynamic field where new tools, platforms, and strategies constantly emerge. Continued education, such as taking online courses on media relations, SEO, or digital marketing, can help you stay ahead in the industry.
Final Thoughts
Entering the PR industry as a student requires dedication, networking, and continuous skill development. By gaining hands-on experience, building a strong portfolio, and cultivating your personal brand, you’ll set yourself apart in this competitive field. Starting early and being proactive will not only help you secure a PR role but also prepare you for a rewarding and dynamic career. Good luck!
by pulseprni | Sep 17, 2024 | Clients, Opinion
Grainne McGarvey| Pulse PR Director
In the world of business, the mantra “build it, and they will come” is dangerously misleading. While creating a great product or offering an exceptional service is undoubtedly crucial, it is only part of the equation. The harsh reality is that even the most outstanding offerings can fall flat if they remain unnoticed by their intended audience. In today’s saturated market, where countless products and services compete for consumer attention, the importance of visibility cannot be overstated. Simply put, if nobody knows about your product or service, its importance is irrelevant.
The Power of Perception
Perception is everything in business. A product, service or event may be great, but if it isn’t recognised or perceived as such, it will struggle to gain traction. This is why companies that excel in promoting themselves often outperform those with superior but lesser-known offerings. Visibility breeds familiarity, and familiarity can lead to trust and preference. A well-promoted average product can often outperform a superior but unknown competitor because the marketplace is driven by what is visible and understood.
The Role of Promotion in Driving Sales
Promotion is the key to unlocking a brand’s potential. It’s not enough to create something exceptional; you have to ensure that it reaches the people who will benefit from it. This is where marketing, public relations, social media and advertising come into play. Ultimately, the goal of any promotional activity is to drive sales and growth. While PR is often seen as a tool for building awareness and reputation, its impact on the bottom line should not be underestimated. By generating buzz, creating demand, and building a loyal customer base, PR contributes directly to a product’s commercial success. The visibility and credibility garnered through effective PR efforts translate into increased sales and market share.
Consider the technology industry, where countless startups with innovative solutions fail not because their products aren’t good, but because they don’t achieve the visibility needed to compete with established giants. Companies like Apple and Tesla are not only known for their cutting-edge products; they are also masterful at creating narratives around their brands that capture the public’s imagination. Their success is as much about perception and visibility as it is about the quality of their offerings.
The Risk of Obscurity
Being unnoticed in the market is akin to not existing at all. Obscurity is the enemy of success. In the age of digital media, where information is at everyone’s fingertips, the risk of being overlooked is higher than ever. This is why startups and small businesses, in particular, must prioritise building awareness through every possible channel, whether it’s social media, influencer partnerships, content marketing, or traditional PR.
Word of Mouth Isn’t Enough
Some might argue that if a product is truly great, word of mouth will naturally lead to its success. While word of mouth is indeed powerful, it is not enough to rely on it alone. Word of mouth is a slow process and waiting for organic buzz can be a recipe for missed opportunities. Active promotion accelerates this process, ensuring that the product reaches critical mass sooner rather than later.
Conclusion: Greatness Needs to Be Seen
In conclusion, having a good product or service is simply the starting point in the journey to market success. Without PR, even the most exceptional ideas can fail to gain the attention and recognition they deserve. PR is essential for building brand awareness, establishing credibility, managing public perception, and ultimately driving sales. In a world where consumer choices are abundant and attention spans are short, PR is the bridge that connects a great product with its potential customers. Investing in PR is not just an option—it’s a necessity for any business looking to thrive in a competitive market.
Can Pulse PR help your business? Get in touch at info@pulseprni.com
by pulseprni | Aug 7, 2024 | Clients, Opinion
Grainne McGarvey | Director, Pulse PR
“As we approach the award season, I thought it might be useful to share my thoughts on the value of a business entering awards. Having helped multiple companies enter awards across Ireland and the UK, there’s definitely a certain skill to getting it right. Being on the outside looking in can be helpful to be objective and give the judges what they actually want. Whether you’re a startup or an established company, the benefits of participating in awards can be substantial – here are my top 5.
1. Enhanced Credibility and Reputation
Winning or even being nominated for a business award can significantly boost your company’s credibility. Awards serve as a third-party endorsement, validating the quality of your products, services, or business practices. This can build trust with potential customers, partners, and investors, who often view award-winning businesses as more reliable and high-quality.
2. Increased Brand Awareness
Award ceremonies and associated media coverage can greatly enhance your brand’s visibility. Being shortlisted or winning an award can attract attention from local and industry-specific media, leading to increased exposure. This heightened awareness can drive more traffic to your website, increase social media followers, generate new business leads and also help you stand out to potential employees.
3. Employee Motivation and Recognition
Awards can serve as a powerful motivator for employees. Recognition of their hard work and achievements fosters a sense of pride and can boost morale and job satisfaction. It also reinforces a positive company culture, encouraging employees to continue striving for excellence. And if you are shortlisted it is a great night out for the whole team to enjoy!
4. Networking Opportunities
Award events often bring together industry leaders, experts, and peers, providing valuable networking opportunities. These events can be a platform to connect with influential figures, potential clients, and collaborators. Building these relationships can lead to new business opportunities, partnerships, and insights into industry trends.
5. Competitive Advantage
In a crowded market, distinguishing your business from competitors is essential. Awards can provide a significant competitive edge by highlighting your unique strengths and accomplishments. This differentiation can be particularly valuable when pitching to potential clients or partners, as it sets your business apart as a leader in your field.
In conclusion, entering awards is more than just a vanity exercise; it’s a strategic move that can bring numerous benefits to your business. From enhancing credibility and increasing brand awareness to motivating employees and gaining a competitive edge, the advantages are multifaceted. While the application process may require effort and resources, the potential rewards make it a worthwhile investment for any business aiming to thrive and grow in today’s competitive landscape.”
If Pulse PR can help with an award entry for your company please get in touch – info@pulseprni.com
Recent Comments