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